Broad Trend: Good Populism | Industry Trend: Economic Populism A new political debate is emerging around economic justice, affordability and social inclusion. Following major Democratic gains in the 2026 U.S. midterm elections, attention is turning toward a form of populism that challenges economic inequality and concentrated wealth rather than blaming immigrants or marginalized groups. In Europe, where rising living costs, economic uncertainty and political dissatisfaction c

Broad Trend: Playfulness | Industry Trend: Snack Discovery Gen Z is transforming snacking from an everyday eating habit into an experience shaped by viral food trends, nostalgic favorites and global flavors. According to YPulse's 2026 North American research, 68% of 13–24-year-olds agree they cannot live without snacks. Beyond satisfying hunger, young consumers are exploring creative recipes, rediscovering childhood treats and experimenting with international products. This r

Broad Trend: Bold | Industry Trend: Provocative Crime Thrillers The upcoming Spanish crime thriller The Blondes, directed by Carlota Pereda and starring Ester Expósito and Claudia Salas, explores how beauty, social privilege and deception can become instruments of power. Inspired by São Paulo's notorious Gang of Blondes, the film follows women who manipulate appearances to access wealthy social circles and commit increasingly dangerous crimes. Combining dark comedy, glamorous

Broad Trend: Bold | Industry Trend: Provocative Teen Dramas Netflix's eight-episode series The Body (2026) explores the collision between religious expectations, sexual awakening and teenage rebellion. Created by Quinn Shephard and set in a Catholic school in 2004, the drama follows teenagers navigating friendship, desire, faith and social pressure after a controversial dance-team party. Combining coming-of-age storytelling with unsettling religious imagery, the series illust

Broad Trend: Famous & Familiar | Industry Trend: Franchise Prequels Hollywood continues investing in recognizable entertainment properties, but familiarity no longer guarantees box-office success. The upcoming The Hunger Games: Sunrise on the Reaping, scheduled for November 20, 2026, illustrates this challenge. Despite the franchise's established identity, worldwide box-office revenue declined from $865 million for Catching Fire (2013) to $364 million for The Ballad of Songbi

Broad Trend: Bold | Industry Trend: Sheer Fashion Mckenna Grace's latest fashion appearance illustrates how sheer fabrics and provocative details are transforming classic eveningwear. At a Los Angeles event, the actress wore an embellished black mini dress by Annie's Ibiza, combining the timeless little black dress with transparent fabric, visible underwear and romantic detailing. The look reflects the appeal of Bold fashion, where sensuality, glamour and individuality come t

Broad Trend: Trust | Industry Trend: Evidence-Based Wellness The wellness industry is offering consumers more products than ever, yet many remain dissatisfied with available solutions, particularly in longevity, mental health and mobility. Recent McKinsey findings highlight a growing expectation for credible health benefits, as wellness becomes increasingly integrated into everyday lifestyles and personal identity. Consumers are looking beyond attractive claims toward scienti

Broad Trend: Smart Sizing | Industry Trend: Compact Luxury SUVs The upcoming Mercedes-Benz Baby G is attracting significant attention, with reported Google searches increasing by 500% over the past year. The smaller interpretation of the iconic G-Class combines recognizable luxury styling with potentially more manageable dimensions, reflecting an emerging consumer interest in products that deliver the right balance of practicality, design and prestige. While pricing and speci

Broad Trend: Simplicity | Industry Trend: Tactile Car Controls After years of replacing physical buttons with increasingly large touchscreens, automotive design is rediscovering the value of simplicity. Audi's decision to reintroduce more mechanical controls reflects a growing recognition that advanced technology does not always deliver better usability. For drivers, the appeal of physical buttons lies in their ability to make everyday interactions more direct, familiar and i

Broad Trend: Bold | Industry Trend: Provocative Pop Pop music is rediscovering the appeal of provocation, theatrical spectacle and unapologetic personalities. Slovak singer Adéla illustrates this direction through her provocative imagery, confident performances and growing mainstream success. Her 2026 album Prima, viral singles "Ain't in LA" and "Nicole Kidman," and dedicated fan community show how bold entertainment can move beyond attracting attention to becoming a shared c

Broad Trend: Individuality | Industry Trend: Modern Romantic Fashion Florals are moving beyond their traditional spring and summer associations, embracing darker colors, dramatic patterns and contemporary styling. From moody floral coats at Dries Van Noten to contrasting blooms on black at Khaite, autumn/winter 2026 fashion is giving romantic aesthetics a more expressive identity. Modern Romantic Fashion allows consumers to explore femininity, elegance and personal style with

Broad Trend: Individuality | Industry Trend: Active Wellbeing Movement is becoming more than a fitness activity: it can also be a form of personal expression, confidence and everyday style. GARAGE explores this connection through its High Frequency campaign, combining expressive dance, contemporary activewear and confident fashion. With choreography by Todd Williamson and direction by Aerin Moreno, the campaign presents movement as a lifestyle mindset rather than simply a wor

Broad Trend: Newstalgia | Industry Trend: Whimsigoth Fashion Dark lace, flowing skirts, oversized knitwear and mystical influences are bringing a romantic gothic aesthetic back into contemporary fashion. Whimsigoth combines nostalgic influences with modern styling, allowing consumers to explore mysterious, expressive looks without abandoning everyday wearability. According to Reddit's first People's Fashion Index, views of whimsigoth-related content increased by 273% in 2026,

Broad Trend: Social Inspired | Industry Trend: Neighborhood Food Hubs A viral sandwich can bring customers through the door, but what makes them return? In Phoenix, First & Last became a must-try destination after former Bachelor contestant Matt James shared a review of its chicken parmesan-style focaccia sandwich. The resulting queues and sellouts helped the restaurant grow, but its owners chose to reinvest in their existing location rather than open additional restaurants.

Broad Trend: Economic Pragmatism | Industry Trend: Social Shopping Decisions A viral Chinese app is challenging the way consumers make everyday purchasing decisions. The WeChat mini-program Wallet, Please Wait allows users to submit planned purchases for approval by friends, family or complete strangers. With more than 300,000 reported participants and approximately 370,000 purchase requests, the app illustrates how Economic Pragmatism is inspiring new forms of Social Shoppin

Broad Trend: Social Inspired | Industry Trend: Playfulness From vinegar-soaked crisps to pickles wrapped in cheese, unusual food combinations are becoming a source of inspiration on TikTok. Known as Rat Snacking, the trend celebrates spontaneous, unconventional ways of combining everyday ingredients to satisfy personal cravings. Pringles is tapping into this behavior through creator-led recipes, demonstrating how Social Inspired consumption can encourage Playfulness in the sn

Broad Trend: Famous & Familiar | Industry Trend: Cinematic Brand Storytelling Johnnie Walker is bringing together pop star Sabrina Carpenter and Academy Award-winning filmmaker Damien Chazelle for a cinematic interpretation of its longstanding Keep Walking campaign. Inspired by French New Wave cinema, the film combines celebrity recognition, playful storytelling and distinctive visual direction to transform a familiar brand message into entertainment. The collaboration illust

Broad Trend: Pragmatism | Industry Trend: Utility Fashion Garden clogs are moving beyond gardening and becoming an unexpected fashion statement. Originally designed for outdoor work, Plasticana Gardana Clog shoes are appearing in boutiques, streetwear and designer collections. Their appeal reflects a broader shift toward Pragmatism, where consumers appreciate products that combine everyday functionality with personal style. The rise of Utility Fashion demonstrates how practic

Broad Trend: Newstalgia | Industry Trend: Retro Digital Photography The 2013 Apple iPhone 5C is attracting renewed attention as Gen Z explores retro digital photography. Searches for “buy iPhone 5C” have reportedly increased by 40,500% over the past year, reflecting interest in older camera technology and Y2K-inspired aesthetics. The appeal is not about superior technical performance, but about creating distinctive, less polished photographs that offer an alternative to conte

Broad Trend: Back to Nature | Industry Trend: Mycotourism Travelers are discovering a different kind of holiday: mushroomcations, seasonal trips built around mushroom foraging, forest exploration and local cuisine. Particularly rooted in Central and Eastern European traditions, mycotourism is evolving into a bookable travel experience combining guided walks, fungi identification and cooking activities. The appeal reflects a broader Back to Nature trend, where meaningful exper

Broad Trend: Convenience Culture | Industry Trend: Secondary Smartphone Displays Smartphone innovation is exploring a surprising direction: adding smaller screens to make everyday interactions simpler. The Xiaomi 18 Pro Max introduces a 2.9-inch rear OLED display that provides notifications, calendar information, camera previews and customizable widgets without requiring users to navigate the main screen. This emerging approach reflects the appeal of convenient, glanceable te

Broad Trend: Playfulness | Industry Trend: Playful Beauty Packaging Beauty packaging is becoming playful, collectible and expressive, particularly in products targeting younger Gen Z and Gen Alpha consumers. From doughnut-shaped containers and whipped-cream-inspired shower gels to miniature fragrances and lip balms attached to handbags, brands are transforming everyday beauty products into objects consumers can enjoy, display and wear. The emerging challenge is to combine fun

Broad Trend: Trust | Industry Trend: Ingredient Transparency Kendall Jenner's 818 Tequila is turning ingredient transparency into a bold advertising statement with its new “Nothing Extra” campaign. Featuring provocative imagery and the playful message “818 Is Naked. Kendall Jenner Is Not,” the campaign promotes the brand's additive-free positioning while introducing third-party laboratory testing to support its product claims. The initiative illustrates how brands can combine

Broad Trend: Convenience Culture | Industry Trend: Mobile Gaming Dominance Smartphones have become America's most widely used gaming platform, reflecting a shift toward convenient, accessible entertainment. According to recent US consumer research, 67% of adults aged 18–64 regularly play games on smartphones, compared with 30% on consoles and 28% on PCs or laptops. With gaming participation reaching 86%, smartphones are making interactive entertainment easier to access throug