Marketers are facing a complex landscape in 2026, needing to balance pervasive consumer anxiety with an underlying sense of hope for the future. This is a key finding from VML’s 12th annual “The Future 100” report, which identifies 100 rising tech and cultural trends shaping consumer behavior.

The report coins the term “dysoptimism”—a blend of dystopia and optimism—to describe the prevailing consumer outlook. As individuals grapple with creeping unrest while simultaneously holding onto aspirations for a better tomorrow, they are increasingly turning to brands for value and simplicity. A significant 76% of respondents indicated that few brands truly stand out as distinctive in this environment.

Navigating Blended Realities and AI's Influence

VML emphasizes the continued convergence of digital and physical behaviors, a phenomenon the agency terms “hyperreality.” This blending of worlds is further complicated by the rapid advancement of artificial intelligence. The report reveals that 71% of consumers believe AI makes it more challenging to discern what is true, highlighting a growing skepticism.

Naomi Troni, Global CMO at VML, underscored the imperative for brands to adapt.

“The brands poised for leadership in 2026 are those that can operate confidently in blended realities and navigate these myriad shifts in consumer behavior,” Troni stated. “We must design for both the ambitious and anxious sides of consumers.”

The overarching theme of dysoptimism suggests that while marketers cannot ignore rapid technological change, they must also strive to preserve joy and human connection in an increasingly artificial world. Winning strategies could involve brand anthropomorphization, such as employing mascots like the Duolingo owl, and exploring emergent content formats like microdramas.

Economic Anxiety and Evolving Consumer Priorities

Economic anxiety looms large over many of the trends identified in the report. The cost of living was cited as the number one problem facing society today by 48% of respondents, a figure 10 percentage points higher than concerns about war/unrest or violence/crime. This financial pressure is reshaping consumer expectations from brands:

  • 32% believe a brand’s role is to save them money.
  • 31% prioritize brands that make life simpler.
  • 30% look to brands for improving health and well-being.

In contrast, only 22% of consumers believe brands should primarily create a more hopeful future, and 13% see their role as fostering community.

Despite these pragmatic priorities, consumers remain values-driven. A substantial 79% want their money to support brands that align with their personal values. VML points to the wave of Disney+ cancellations after the temporary removal of “Jimmy Kimmel Live!” as an example of a brand caught in political crossfire due to perceived value misalignment.

Consumers are also rethinking discretionary spending. They are prioritizing what VML calls “nano trips”—ultra-short getaways designed to minimize costs and time—and “treatonomics,” which involves indulging in small, affordable luxuries.

The Contradictory Nature of AI

Perhaps no topic better embodies the current uncertainty than artificial intelligence. The report highlights a fascinating dichotomy in consumer perception:

  • 71% believe AI is a deterrent to human connection.
  • 76% agree it can make the world a better place.

Interestingly, over half of consumers stated that discovering an ad was primarily AI-generated would not affect their opinion of it. While generative AI is known for producing pristine, uncanny valley imagery, VML suggests that creative aesthetics in 2026 might increasingly draw cues from "grit, dirt, and decay."

“Dirt is a cultural signal that the status quo has run its course; brands that treat breakdown as a brief for reinvention position themselves as designers of what comes next,” the report concludes. “By embracing metamorphosis—designing for change, repair, and regenerative systems—they signal future possibility.”