Dentsu Creative has unveiled its Generative Realities: Trends 2026 report, based on a 4,500-person study across the US, Japan, Brazil, China, India, Spain and the UK. The research has mapped how consumers have been responding to economic strain, rising anxiety, AI-driven disruptions and declining social cohesion. Supported by external insights from institutions including MIT, Gallup, NielsenIQ, BSI Group and Ofcom, the report has presented a grounded, data-led view of global behaviour heading into 2026.
The study has outlined five macro trends, Escape Velocity, Electric Dreams, Trad Lives, Alone Together and Analog Futures, each reflecting a push-pull between acceleration and slowdown, immersion and withdrawal, digital saturation and human recalibration.
In Escape Velocity, consumers have been leaning into joy-driven behaviours. Sixty-three percent have said cute products bring them joy, and 70% have expressed a desire to escape modern stress, with Gen Z’s attachment to collectibles and fandoms rising sharply.
Electric Dreams has revealed the emotional and behavioural impact of AI adoption. Over half of global respondents have been using AI chat platforms personally, rising to 70% among Gen Z. Nearly a third have felt more understood by AI than by their personal circles, while only 46% have believed they can reliably identify AI-generated content.
Trad Lives has shown a resurgence of spirituality, nature and hyperlocal belonging. More than half globally have been exploring spirituality more frequently, with the number rising to 73% in India. Traditional values have appealed to 64%, and 75% have been spending more time in nature as a grounding mechanism.
Alone Together has highlighted growing loneliness and the reinvention of social rituals. Fifty percent have been drawn to alternative sober or low-pressure group activities, while 56% have felt less confident interacting offline due to increased time spent online.
In Analog Futures, consumers, especially Gen Z, have been seeking reprieve from the algorithmic churn. Forty percent have said the internet feels too stressful and have tried to disconnect more often. Up to 30% globally, and 45% among Gen Z, have shown interest in simplified or “dumb” devices.
Across these themes, the report has shown that consumers are not just reacting to accelerated change but building personalised coping systems- blending nostalgia, ritual, tactility and selective digital engagement to regain control.
Yasu Sasaki, Global Chief Creative Officer, Dentsu, “We see a new balance emerging between acceleration and deceleration. People crave both the hyper-real and the handmade, the digital and the deeply human. Here lies the tension, and the opportunity for brands, at the heart of 2026. Amidst the conflicting frictions, diverse fandoms that had previously remained unseen came to light. With diverse creative talent with deep passion across various fields, we will win the algorithm.”
Abbey Klaassen, Global Brand President, Dentsu Creative, “Artificial Intelligence is evolving faster than any technology before it, but human creativity remains the constant. The most successful brands in 2026 will be those that blend technological intelligence with emotional intelligence, pairing efficiency with empathy and innovation with imagination.”
Pats McDonald, Global Chief Strategy Officer, Dentsu Creative, “Within our report we explore both the trends that rise and fall at the pace of a prompt and the timeless human truths that simmer beneath the surface. Some of those trends may seem frivolous or faddy at first glance – adult collectibles or daytime coffee raves – but speak to a profound human need for connection, comfort and community.”
