Exploring a New Generation’s Habits of Buying, Connecting
Current global challenges are changing the way consumers live, spend and connect, according to the latest insights from global creative company VML.
VML's 12th annual "Future 100" report found that people are embracing societal disruption in their lives as a catalyst for fundamental changes in how they go about their daily lives, including when it comes to their shopping habits. And, not surprisingly, AI plays a large part in consumers’ continued shifting behaviors.
The report coined the concept of “dysoptimism,” which VML defines as "a collective mood that acknowledges darkness without surrendering to it and finding possibility in renewal."
“Dysoptimism highlights that as old systems crumble, individuals, communities and innovators are building new, human-centered solutions,” Emma Chiu and Marie Stafford, global directors of VML Intelligence and co-authors of "The Future 100: 2026," said in a release. “It’s about designing for a better future, not just wishing for the past.”
"The Future 100: 2026" report is based on a global survey across 16 markets and identifies 100 trends shaping global business and culture in the year ahead. The retail market suggests that consumers won’t give up smaller purchases that make them feel good and that help create lasting memories. According to the report, 38% of Gen Zers say they’re spending more on themselves, while 30% are using more for little treats, compared to just 14% of Gen Xers.
The report also highlighted that when it comes to creativity, specifically in the realm of brands and marketing, AI promises to be a transformative, democratizing force by making powerful tools accessible to anyone. AI-created content is becoming accepted by most, it noted, with more than half the people surveyed saying it would make no difference to how they feel about the creative output.
Key themes highlighted in the report include:
- Consumers are seeking experiences that elevate their spirits, enlighten and shift perspectives. A full 86% of respondents are drawn to encounters that inspire awe or a renewed worldview, and they view retail experiences as one catalyst for personal growth.
- AI is both a disruptive and enabling force. People are getting more used to the idea of AI, and it’s becoming a part of our everyday lives. The report found that “generative realities and AI storyworlds trends show how AI enables the generation of adaptive worlds in real time, pointing to a future where entertainment, commerce and customer experiences are co-created with algorithms.” Interestingly, nearly half (49%) of Gen Z respondents said they have already formed a meaningful relationship with AI.
- Human connection remains a vital factor in consumers’ lives. They still prefer human contact when making decisions that matter. The report predicts that human impulse will continue to shape brand strategies, influencing the top marketing trends this year, and bring people back to immersive, high-impact experiences.
“The brands poised for leadership in 2026 are those that can operate confidently in blended realities and navigate these myriad shifts in consumer behavior," said Naomi Troni, VML’s global chief marketing officer. “We must design for both the ambitious and anxious sides of consumers.”
