Budapest, March 11, 2026 – As the world continues to be shaped by economic uncertainty, geopolitical tensions, and health-related concerns, consumers are becoming increasingly open to change and new possibilities, according to the international advertising agency VML in its trend report The Future 100: 2026. According to the company, 2026 will be “the year of metamorphosis”: a new creative era may emerge from the pervasive uncertainty. VML uses the terms “sober optimism” and “crisis-conscious optimism” to describe the coping strategies through which people rationalize ongoing crises and find new solutions.
The Future 100: 2026 is based on a global study covering 16 markets, which identified 100 trends that will shape the global business and cultural environment in the coming year, based on feedback from 15,600 respondents. Those surveyed identified cost of living, war-related conflicts, and mental health as the biggest challenges, yet 69% still feel optimistic about their own future. According to the report, people are not merely adapting to change, but also seeing it as an opportunity for growth. Many believe that changing life circumstances help them rethink their lifestyles, spending habits, and important decisions. VML uses the term “crisis-conscious optimism” to describe this phenomenon, which is expected to shape most trends this year.
PLEASURE, REFRAMED
According to the trend report, consumers are not giving things up, but rather rethinking leisure activities and opportunities for recharging. Due to economic pressure, many are cutting back on spending in less essential categories such as soft drinks or alcohol. But this does not mean the end of enjoyment; rather, it points to a preference for smaller portions and products, as well as more conscious choices.
Alongside mainstream consumer needs, the “water sommelier” mindset may also emerge as a prominent trend, in which a water’s origin, mineral content, and flavor profile all carry value. Hydration thus moves beyond a purely functional category and increasingly signals status, identity, or lifestyle.
In an environment saturated with negative news, people are increasingly drawn to experiences that uplift and inspire them and offer new perspectives. 86% of respondents are attracted to experiences that evoke a sense of wonder, open up new perspectives, or contribute to their personal development. According to the report, community retreats and low-budget solo travel will be among the defining trends this year. And what could be the most attractive destinations this year? Latin America and Asia may become increasingly influential cultural exporters. According to The Future 100: 2026, global audiences are more international in taste, more open, and more responsive to new stimuli than ever before.
“The trend report is not merely a compass, but also a snapshot of the future: it helps map where culture stands today and where it is heading. And between these two points in time lie the creative opportunities that can generate real cultural impact,” said Javier Argüelles, Creative Director at VML.
BLENDED REALITIES
The report also addresses the much-discussed topic of artificial intelligence. Nearly half of Generation Z (49%), for example, already feel they have formed a meaningful connection with artificial intelligence. Based on this, it can be assumed that this year not only AI’s capabilities but also its potential social functions will come into focus.
At the same time, however, it is also clear that governments, social platforms, and brands must regain the trust of their target audiences and prove that they are capable of keeping pace with a constantly changing world. AI may also play an important role in this: according to respondents, technology can actively support the relationship between brands and their target audiences.
HUMAN CONNECTION AS THE BENCHMARK
Digital and physical realities are becoming increasingly intertwined: memes are turning into physical products, digital language is becoming embedded in everyday life, and luxury brands are creating real objects out of viral jokes. Despite all this, the report says that people continue to value the possibility of personal connection more and more, as was already evident in last year’s report.
“The brands that will lead in 2026 are those that move confidently across blurred realities and are able to speak simultaneously to consumers’ ambitious and anxious sides. The greatest opportunity for brands is to appear as catalysts along their target audiences’ journeys toward self-fulfillment and the achievement of personal goals,” said Simon Illés, Business Development Director at VML.
According to The Future 100: 2026 report, 2026 will therefore be the year of rethinking. Consumers are reshaping their lives in smaller but more conscious steps, and in doing so they are looking for brands that behave as sincere partners rather than simple service providers. According to respondents, this can truly happen if brands make life simpler, support well-being, and provide an anchor in an uncertain world.
