VML’s just released Future 100: 2026 report identifies an emerging cultural mood it dubs “dysoptimism,” a perspective shaped by pervasive global challenges such as economic strain, political friction and climate anxiety -- without surrendering to pessimism. Instead, people and brands are embracing disruption as a catalyst for reinvention and creative problem-solving, according to the research. 

The “dysoptimism” perspective, which the agency says balances realism and hope, underpins the global report’s 100 trends that it identifies across 16 countries and 10 sectors -- including culture, technology, travel, health, retail, and innovation -- that are shaping business and culture in the year ahead.  

The report suggests that 2026 will be marked by a blend of “resilience, creativity and human-centered transformation.” 

In the face of uncertainty, consumers are seeking experiences and products that offer “perspective, joy, and connection” rather than escapism. Brands would benefit by responding to that dynamic, the report asserts.   

VML's survey is based on more than 15,600 respondents.

Exhausted by ongoing negativity, the majority of people surveyed are drawn to experiences that “uplift,” inspire and broaden worldview. People are looking for short but impactful getaways.  

“Treatonomics,” per the report, highlights how small, frequent indulgences are becoming consumer strategies in tighter economic conditions.  

AI’s evolution is a key theme in the report. “From emotional companions to automated ‘employees’, we’re negotiating what it means to live and work alongside nonhuman counterparts,” the report states. 

Almost half (49%) of Gen Z say they have already formed a meaningful relationship with AI.  

AI is reshaping entertainment, storytelling and customer experiences in real time. And more intimate forms of AI engagement like automated assistants raise questions about trust, human identity and ethical design. The report highlights the rise of “truth literacy,” “digital intent” and “coded empathy” to show how governments, platforms, designers and brands are being pushed to rebuild trust and make AI more transparent and accountable.  

But the report stresses that human connection remains vital and asserts that even as online and offline experiences blur, people still crave genuine community and face-to-face interaction. Trends such as social health clubs, sober raves, and neighborhood “third places” highlight a growing emphasis on belonging and shared experience over consumption.  

“Dysoptimism highlights that as old systems crumble, individuals, communities, and innovators are building new, human-centered solutions,” state Emma Chiu and Marie Stafford, global directors, VML Intelligence and coauthors of the report. “It’s about designing for a better future, not just wishing for the past.”  

The full report can be downloaded here.