The Future 100: 2026

EN DEUTSCH ENGLISH ESPAÑOL FRANÇAIS ITALIANO POLSKI PORTUGUÊS Insight The Future 100: 2026 VML reveals our 100 trends set to transform the market and drive growth in 2026 and beyond. AUTHOR Emma Chiu & Marie Stafford, Global Directors, VML Intelligence Welcome to the 12th edition of “The Future 100” – VML’s unparalleled research report examining key global trends. This report features our latest projections, interviews with top industry experts, exclusive statistics and consumer insights for 2026 across 16 global markets.  The future awaits – download your copy of The Future 100 today: DOWNLOAD REPORT After another year marked by economic upheaval, polarizing political currents and environmental setbacks, 2026 will be a year for building resilience, courageous creativity and redrawing the boundaries of what’s possible. From the personal to the planetary, from human engineering to geoengineering the climate itself, a new class of creators and collaborators is multiplying potential in ways we are just beginning to imagine. Helping to shape these worlds are AI tools that democratize world-building and new economic models for building empires. As both creativity and AI go global, voices from Buenos Aires to Busan are challenging Western dominance and creating tools that reflect their own cultures.  Amidst this “metamorphic” current, the desire for human connection remains unmistakable. In the year ahead, human impulse will shape brand strategies, influencing the top marketing trends in 2026, and draw people back to immersive, high-impact experiences that demonstrate the value of authenticity and unlock infinite possibilities. Trends covered in our 2026 Future 100 report include: CULTURE 01. Entropism: The dirty design aesthetic of 2026 In place of the pristine and the polished, grit, dirt and decay set the aesthetic tone. In a world in flux, political disruption and climate breakdown collide with an algorithmic gloss offering frictionless perfection, even as real-world systems crack and strain. In this context, garments that are stained and decayed carry new meanings.    TECHNOLOGY 11. Generative realities: Infinite, adaptive, evolving worlds created by AI Rapid advances in generative AI, coupled with gains in processing and rendering, will bring “generative reality” to gaming and potentially to broader forms of entertainment. This new paradigm will see games move beyond one-size-fits-all worlds with static characters and scenarios into dynamic, responsive experiences personalized in real time for each gamer. TRAVEL + HOSPITALITY 21. Endurance travel: Seeking breakthroughs over breaks The ultimate escape is no longer about relaxing, it’s about conquering oceans, mountains, deserts, and yourself. Travelers are opting to test their strength and stamina by combining endurance sports with vacations, with 67% of Gen Z and 64% of millennials saying trips are an opportunity to challenge body and mind and test the limits of endurance. BRANDS + MARKETING 31. Democratizing creAItivity: AI that propels human creativity When it comes to creativity, AI promises to be a transformative, democratizing force by making powerful tools accessible to anyone. AI-created content is becoming accepted by most, with more than half the people we surveyed saying it would make no difference to how they feel about the creative output. FOOD + DRINK 50. AI gastronomy: Reimagining the culinary experience  AI may struggle with recipe creations, earning it the label of a “lousy chef” from Joe Ray in Wired, but over half of people are curious to try AI recipes that cannot be found elsewhere. Beyond generating menus, AI is donning the toque blanche and carving its place in the world of gastronomy in novel ways. BEAUTY 59. Rhythmic beauty: Fusing modern techniques with ancient rhythms An elemental approach to beauty is on the rise, as brands fuse ancestral wisdom with modern techniques and follow the natural rhythms of nature. Weaving together tradition, folklore and ritual attuned to the changing seasons, brands release products that work with the body’s natural cycles to offer balance and nourishment. RETAIL 61. Treatonomics: Joy-focused spending, precious moments of uplift    Consumers are embracing small splurges, prioritizing treats in their budgets that offer short-term dopamine hits and lasting memories. This desire for a joyful boost is evidenced by 38% of Gen Z saying they’re spending more on themselves, while 30% are shelling out more on little treats, compared to just 14% of Gen Xers.  HEALTH 86. Immersive wellness: Digital art unlocks deeper connection From the intersection of immersive technology, neuroscience and healing practice comes “immersive wellness," multi-sensory environments and experiences that unlock deeper states of connection, awareness and wellbeing – a trend that aligns with rising demand for experiences that inspire awe and wonder. INNOVATION 91. AI storyworlds: In the new era of entertainment, the world is the story   "AI conjures realities no human has ever conceived,” says near-futurist Neil Redding. AI is revolutionizing storytelling, reshaping not just how stories are visualized, but also how they will be experienced. In the next era, the world is the story and the tools are arriving thick and fast, with a slew of startups exploring AI-native filmmaking.  ANSWERS TO KEY QUESTIONS FROM OUR FUTURE 100 REPORT: Consumer confidence is shaky, so how do we drive growth when people are cutting back on big purchases but still splurging on small treats? In a world flooded with AI content and deepfakes, how do we prove to customers that our brand is real and trustworthy? If AI assistants start making buying decisions for consumers, how do I ensure my brand is the one the algorithm recommends? How will the mass adoption of weight-loss drugs like Ozempic fundamentally change what our customers want to eat, drink, and experience? Cultural trends are no longer just coming from the West—are we culturally relevant in the new creative capitals like Seoul, Lagos, and Buenos Aires? Our customers are facing an epidemic of loneliness; how do we pivot our brand to offer them genuine community and connection, not just products? Creators are building their own media empires now—do we need to stop hiring them as influencers and start treating them like equity partners? Consumers are anxious about climate volatility—how do we move our messaging beyond basic sustainability to show we are helping them adapt and be resilient? Gen Alpha already has massive spending power, but do we actually understand how to talk to a generation that is growing up as 'AI-native'? If digital shopping is becoming frictionless, what is the actual purpose of our physical stores—and are they exciting enough to get people off the couch? This is a year for building resilience—not just to endure, but also to create space for imagining what comes next. For many, what comes next is transformation, with new realities a source of escape and solace. Emma Chiu & Marie Stafford Global Directors, VML Intelligence Ready to access the future? Click here to download The Future 100 today: The Future 100 is VML's indispensable guide to the consumer trends and predictions that will impact 2026 and beyond, where a “metamorphic” current is surging and new frontiers are emerging – giving way to breathtaking breakthroughs and where courageous creativity is not just desired, but essential. DOWNLOAD REPORT VML can help you unlock inspiring new opportunities for growth: Our team is ready to action insights from The Future 100: 2026 for your brand or business, including through bespoke presentations, workshops, innovation labs, custom research and more. 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