"Marketers in 2026 need to contend with consumers who are feeling creeping unrest while holding onto hope for a better future, according to VML's 12th annual "The Future 100" report. The lengthy report, which identifies 100 rising tech and cultural trends across several categories, coined the term "dysoptimism," a portmanteau of dystopia and optimism, to describe the current consumer outlook. As they turn to brands for value and simplicity, 76% of respondents agreed few brands stand out as distinctive."
"VML emphasized how digital and physical behaviors continue to blend together, creating what the agency called hyperreality. Amid this convergence, artificial intelligence is further muddying the waters, with 71% of respondents believing the technology makes it more difficult to discern what's true. The convergence is particularly apparent among Gen Zers, four in 10 of whom agree that there is little distinction between virtual and physical reality."
Consumers in 2026 exhibit 'dysoptimism'—a combination of dystopian anxiety and guarded hope for the future. Many consumers prioritize value and simplicity, yet 76% believe few brands are distinctive. Digital and physical behaviors increasingly blend into a state of hyperreality, while artificial intelligence heightens uncertainty about truth, with 71% saying AI makes it harder to discern fact. Trends such as algospeak and omnisurveillance show technology influencing language and daily life. Four in ten Gen Zers perceive little difference between virtual and physical reality. Brands must operate confidently across blended realities, balancing innovation with joy and human connection.
Read at Marketing Dive
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