According to VML’s The Future 100: 2026 trend report, crisis-aware optimism and human connection will be the most trendy trends this year

By: Trademagazin Date: 2026. 03. 12. 12:12

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As the world is shaped by economic uncertainty, geopolitical tensions and health concerns, consumers are increasingly open to change and new opportunities, says international advertising agency VML in its trend report The Future 100: 2026. According to the company, 2026 will be a “year of metamorphosis”: a new creative era can emerge from the pervasive uncertainty. VML uses the terms “sober” or “crisis-aware optimism” to describe coping strategies in which people rationalize and find new solutions to ongoing crises.

The Future 100: 2026 is based on global research covering 16 markets, which identifies 100 trends that will shape our business and cultural environment worldwide in the coming year, based on feedback from 15,600 respondents. The respondents see livelihoods, war conflicts and mental health as the biggest problems, but 69% of them remain optimistic about their own future. According to the report, people are not only adapting to changes, but also see them as opportunities for development. For example, many say that changed living conditions are helping them rethink their lifestyles, spending and important decisions. VML uses the term “crisis-conscious optimism” to describe this phenomenon, which is expected to define most of this year’s trends.

According to the trend report, consumers are not giving up, but are rethinking their leisure activities and opportunities for recharge. Due to economic pressure, many are cutting back on their spending in less essential categories such as soft drinks or alcohol. But this does not mean the end of pleasures, but rather a preference for smaller portions, products and more conscious choices.

In addition to the needs of average consumers, the “water-sommelier” approach may emerge as a prominent trend, where the origin, mineral content and taste profile of water also carry value. Hydration is thus leaving the functional category and increasingly referring to status, identity or lifestyle.

In a world full of negative news, people are increasingly craving experiences that uplift, inspire and offer new perspectives. 86% of respondents are attracted to experiences that inspire them, open up new perspectives or contribute to their personal development. The report says that community retreats and low-budget solo travel will be key this year. And what could be the most attractive destinations this year? Latin America and Asia are set to become increasingly important cultural exporters. According to The Future 100: 2026, the tastes of global audiences are more international, open-minded and responsive to new impulses than ever before.

“The trend report is not just a compass, it is also a snapshot of the future: it helps to map where culture is now and where it is going. And between the two timelines lie the creative opportunities that can create real cultural impact,”

– said Javier Argüelles, Creative Director of VML.