In this op-ed, senior intelligence director dentsu Intelligence Catalina Burge explores the growing tensions between brands’ pursuit of hyper-efficiency and Australians’ desire for more human, emotionally resonant experiences. Burge urges marketers to instead balance optimisation with authenticity and emotional intelligence in 2026.
For years, marketing success has been defined by optimisation. Faster journeys, fewer steps, seamless experiences powered by data, automation and AI.
But this formula may be starting to show its limits. Consumer 2026, a new report released by dentsu Intelligence, reveals a growing tension between brands pursuit of hyper-efficiency and what consumers actually value. While Australians continue to embrace technology and convenience, they are increasingly questioning the emotional cost of a world that feels relentlessly efficient and always-on.
This is not a rejection of data or innovation but a recalibration. A desire for fast, personalised and frictionless customer experience; balanced with experiences that feel authentic, human and emotionally resonant. Our research shows that 77 per cent of Australians believe that while data can inform decisions, human emotion will always remain essential. That sentiment reflects a broader shift in how consumers relate to brands and technology amid the rising pressures of everyday life.
For marketers planning 2026, the message is clear: Optimisation alone is no longer enough. The next competitive advantage lies in responding to three emerging consumer needs that are reshaping market expectations.
Trend #1 – A human touch
Loneliness and emotional strain are becoming defining features of modern life.
Around half of young Australians experience high or very high levels of psychological distress, while building meaningful interpersonal connections feels harder than ever. At the same time, we are suffering from tech overload: Three in four Australians check social media as soon as they wake up, and four in five do so before bed. Unsurprisingly, almost two-thirds (63 per cent) feel nostalgic for a slower, more intentional way of living, with over half actively seeking more analogue, real-world experiences.
However, expectations for speed, personalisation and ease have not disappeared. And this creates a tension marketers need to actively manage.
The brands gaining traction are not those that automate everything, but the ones that strive for a digital balance, reintroducing humanity where it matters. In 2026, consumer friction is not the enemy; it’s poorly designed friction.
Selective friction can create trust, connection and memorability; qualities that optimisation alone cannot deliver. Think human expertise in store, craft-led storytelling, tactile experiences, and clear disclosure about how AI is used rather than quietly embedding it into customer touchpoints.
Trend #2 – Intentional escapism
Escapism is no longer about momentary distraction. It’s now a way to top up our mental health reserves in the face of cost-of-living pressures, climate anxiety, political uncertainty, and constant digital noise. In response, many consumers now seek moments that help them recharge, rather than check out.
This desire for emotional reset is widespread, with four in five Australians (80 per cent) believing that the stresses of modern life mean people are less happy than they once were, driving everyday pastimes that prioritise wellbeing for minimal effort. This shows up in more affordable, accessible and at times traditional activities: returning to familiar entertainment, leaning into fandom, spending time in nature, gaming, crafting and social connection.
For marketers, this raises the bar. Consumers increasingly want brands to contribute positively to their emotional state – or at least not add to the noise. Campaigns that interrupt, shout or feel self-serving risk rejection. Those that provide relief, playfulness, creativity or emotional understanding are more likely to earn attention and goodwill.
In this context, escapism is less about indulgence and more about seeking to regulate our emotional state.
Trend #3 – Little treats
Despite ongoing economic caution, Australians are not abandoning discretionary spend – they’re redefining it, prioritising value and wellbeing in their spending.
Our data shows this shift clearly: 63 per cent of Australians say they find more joy in experiences than possessions, and nearly half plan to spend on travel in the next six months, followed by entertainment experiences such as concerts (27 per cent), beauty (21 per cent), home or décor upgrades (20 per cent), fashion or luxury clothing (16 per cent) and premium dining (15 per cent). Non-essential purchases, a ‘treat’, are framed less as a luxury and more as an emotional reward or an investment in wellbeing, with almost half rewarding themselves for hard work (46 per cent), and large groups purchasing non-essential products or services to escape routine and stress (37 per cent) or celebrating a milestone (31 per cent).
However, consumers feel conflicted as many want to consume less, yet still feel drawn to these small indulgences that bring joy, comfort or wellbeing. For brands, this creates a delicate balancing act. Value is no longer purely transactional. Emotional justification now plays an increasingly important role in purchasing decisions.
Marketing that leans solely on price, promotion or product superiority risks missing the point. In 2026, consumers are buying how something makes them feel as much as what it does.
What this means for marketers in 2026
The clear takeaway from Consumer 2026 is not that marketers should abandon technology or efficiency. It’s that these functional tools must now be deployed with greater levels of emotional intelligence.
As technology accelerates, consumers are not becoming more machine-like but are instead becoming more selective and more demanding of meaning.
Winning strategies this year:
- Blend digital convenience with moments of human connection
- Use AI to enhance creativity and insight, not replace authenticity
- Respect emotional context, not just behavioural data
- Accept that some friction, thoughtfully applied, can create engagement and value.
The brands that succeed in 2026 will recognise this shift, responding with human-centred content that helps consumers feel grounded, understood and valued; not just efficiently served.
