VML’s 12th annual Future 100 report, revealing trends shaping global business and culture, introduced an emerging cultural phenomenon: dystoptimism. A concept coined in its report, “dystoptimism” captures a collective mood that acknowledges darkness without surrendering to it and finding possibility in renewal.
The Future 100: 2026 report is based on a global survey across 16 markets. This year, identified 100 trends shaping global business and culture, revealing that people are not merely coping with disruption, but have embraced it as a catalyst for fundamental change.
“Dystoptimism highlights that as old systems crumble, individuals, communities, and innovators are building new, human-centered solutions. It’s about designing for a better future, not just wishing for the past,” Emma Chiu and Marie Stafford, global directors, VML Intelligence and co authors of The Future 100: 2026 said.
“The brands poised for leadership in 2026 are those that can operate confidently in blended realities and navigate these myriad shifts in consumer behaviour. We must design for both the ambitious and anxious sides of consumers,” Naomi Troni, global chief marketing officer at VML said.
Key themes from the Future 100: 2026
Looking for Enlightenment and Joy in Adversity
People are seeking experiences that elevate their spirits. A staggering 86 per cent of respondents are drawn to encounters that inspire awe or a renewed worldview, and are seeking travel, wellness, culture and retail experiences as catalysts for personal growth.
This can be seen in the rise of retreats and environments built for deep personal journeys. Resilience wellness reframes resilience as a learnable practice, blending emotional, physical and spiritual tools to help people adapt to turbulent times.
Nano trips illustrate how short and high-impact getaways are being used as cost-effective punctuation marks to find perspective or try on new identities.
Treatonomics highlight the rise in small indulgences, where regular pleasures become a survival strategy even as they cut back elsewhere.
AI’s Growth from Tool to Collaborator
Growing comfort with AI is reshaping how people are using it to reshape their realities while protecting what makes us human.
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.
From emotional companions to automated “employees”, people are exploring AI’s role in people’s intimate lives, and what it means to live and work alongside nonhuman counterparts. Almost half (49 per cent) of Gen Z say they have already formed a meaningful relationship with AI.
Trends such as truth literacy, omnisurveillance, digital intent and coded empathy show how governments, platforms, designers and brands are being pushed to rebuild trust and make AI more transparent and accountable.
Human Connection Reigns Supreme
Even as digital and physical realities blend, the report finds that true human connection remains vital.
Online and offline culture fully intertwine—memes become physical products, digital language becomes everyday speech, and luxury brands turn viral jokes into real-world objects. Yet across the report, people say they still prefer human contact when they’re making decisions that matter.
Trends such as social health and new rave scenes highlight a surge in community-driven spaces—from social wellness clubs and sober raves to neighbourhood “third places” that prioritise belonging over transactions.
