63% agree “Cute products and packaging bring me much-needed joy,” rising to 77% among Gen Z and 76% among Millennials.
73% of Boomers use AI for practical support, vs 50% of Gen Z. Millennials are most likely to use AI as a creative partner, and “To feel less lonely” (5%).
87% of respondents in China agree that “I’m drawn to spending more time in nature”. Millennials are most likely to seek comfort in nature, with 80% agreement, followed by Gen Z at 78%.
The Boomer generation are most likely to feel they don’t need an escape, and interestingly, the least invested in nostalgia.
Dentsu Creative has launched its 2026 Trends Report, “Generative Realities”, an in-depth exploration of the cultural and commercial forces shaping consumer behavior, curated to inspire brands in 2026 and beyond.
“Generative Realities” explores the implications of a world where ideas impact culture at the pace of the prompt, and trends collide, combine and regenerate at the speed of the feed. Developed in collaboration with strategists across Dentsu Creative’s global network, the report continues the agency’s long-standing tradition of identifying the forces shaping people, brands and society. This year, it also draws on exclusive global research commissioned by dentsu among 4,500 consumers across seven markets, including the US, UK, India, Spain, China, Brazil and Japan.
Structured around five macro themes, each supported by three sub-trends, the report explores what is trending, timely and timeless, as well as the implications for tomorrow:
TREND 1
ESCAPE VELOCITY
This instinct to soothe through softness and story sits at the heart of the report’s “Escape Velocity” theme. Consistently across global markets, consumers are increasingly turning toward fantasy, fandom and fluffy toys to manage the pressures of modern life.
What once looked like frivolity now functions as emotional infrastructure as traditional milestones such as home ownership, career security and long-term financial stability move further out of reach for younger generations. People are investing in joy where they can find it, through collectible culture, charmification, romantasy and the all-conquering power of cute.
This shift is reflected in the global research that found 70 percent of consumers say modern life feels so stressful they need to escape.
TREND 2
ELECTRIC DREAMS
The “Electric Dreams” theme explores our increasingly complex relationship with technology, as AI accelerates beyond our ability to keep pace emotionally, moving from utility to companion, from tool to confidant.
Consumers are forming increasingly personal bonds with chat-based platforms while simultaneously growing more wary of mass-produced content and AI-influencers - with hyper-real virtual musicians, actors and influencers posing a host of ethical questions.
32% of respondents sometimes feel that AI understands them better than friends and family, with 51% turning to AI to answer questions they would previously have explored with friends and family.
TREND 3
TRAD LIVES
We see a widespread desire to reconnect with nature, finding solace in the soil and community in traditional rituals. Within this trend we explore the shift away from the city, the rise of hyperlocal, and the resurgence of religion and spirituality, alongside our obsession with fungi, fermentation and pickles.
We also see a coming together of nature and technology, as younger consumers bring technical expertise to traditional family farmsteads.
This shift is underscored by the finding in the global research that 75 percent of consumers globally say they feel drawn to spending more time in nature, while 64% agree that they are drawn to traditional values and ways of living.
TREND 4
ALONE TOGETHER
As loneliness and social isolation grow, we see a desire for new forms of social connection and shared spaces. Consumers are seeking new models of togetherness through hobby-led communities, alcohol-free socializing and shared experiences that are consciously designed rather than inherited.
Silent book clubs, sober raves and supper clubs reflect an active rebuilding of social infrastructure, as reflected in data showing that 63 percent of consumers spend a lot of time on their own, with 50% agreeing that they are interested in alternative ways to socialize, rising to 58% among Gen Z.
TREND 5
ANALOG FUTURES
A growing rejection of algorithmic sameness and a sense of digital exhaustion sits at the core of the report’s “Analog Futures” theme. In response to a world shaped by algorithms and powered by AI younger generations are seeking friction, tactility and imperfection.
Interest in “dumb” devices, analog aesthetics and all things hand-crafted reflects a desire for texture over polish and a growing desire to switch off, particularly among the youngest generations.
40% of respondents globally agree that “the online world feels so stressful I try to switch off as much as possible”, rising to 45% of Gen Z.
Together, these cultural shifts show consumers negotiating an unprecedented pace of change: escaping where necessary, reconnecting where possible, and reclaiming control wherever they can.
Yasu Sasaki, Global Chief Creative Officer, dentsu, said: “We see a new balance emerging between acceleration and deceleration. People crave both the hyper-real and the handmade, the digital and the deeply human. Here lies the tension, and the opportunity, for brands at the heart of 2026. Amidst the conflicting frictions, diverse fandoms that had previously remained unseen came to light. With diverse creative talent with deep passion across various fields, we will win the algorithm.”
Abbey Klaassen, Global Brand President, Dentsu Creative, added: “AI is evolving faster than any technology before it, but human creativity remains the constant. The most successful brands in 2026 will be those that blend technological intelligence with emotional intelligence, pairing efficiency with empathy and innovation with imagination.”
Pats McDonald, Global Chief Strategy Officer, Dentsu Creative, led this report, who this year acted as Cannes Lions Creative Strategy Jury president, commented: “Within our report we explore both the trends that rise and fall at the pace of a prompt and the timeless human truths that simmer beneath the surface. Some of those trends may seem frivolous or faddy at first glance - adult collectibles or daytime coffee raves - but speak to a profound human need for connection, comfort and community.”
By moving beyond surface-level trends to reveal the deeper tensions driving behavior, Generative Realities gives brands a practical roadmap for growth, relevance and resilience. From navigating AI intimacy to tapping into our craving for community, the insights equip organizations to make smarter strategic choices, unlock new creative possibilities and build deeper emotional connections with consumers in 2026 and beyond.
Discover more in the full Dentsu Creative Trends Report 2026: Generative Reality, available now on the Dentsu Creative global website.
www.dentsucreative.com/news/dentsu-creative-trends-report-2026
ABOUT DENTSU CREATIVE
Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, business and society.
www.dentsucreative.com
ABOUT DENTSU
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 and now present in approximately 120 markets worldwide, the company has a proven track record of nurturing innovation, bringing together the talents of its global portfolio of leading brands to deliver impactful, integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
Dentsu, Innovating to Impact.
www.dentsu.com
www.group.dentsu.com
ABOUT TRENDS REPORT
We surveyed nationally representative panels of consumers (according to the latest available census numbers for each country) using Toluna, an online research panel. This report features data from a global panel of 4,500 consumers across 7 markets: 1,000 consumers in the US and Japan, respectively, and 500 consumers, respectively, in Brazil, China, India, Spain, and the UK. The data was collected between October 25th and November 4th, 2025.
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