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The Dentsu Creative 2026 trends report, Generative Realities, offers an in-depth exploration of the cultural and commercial forces shaping consumer behavior, curated to inspire brands in 2026 and beyond.

Led by Dentsu Creative Global Chief Strategy Officer, Pats McDonald, this annual deep dive into the forces shaping people, brands and society is informed by global strategists, blending cultural analysis with exclusive quantitative research from 4,500 consumers across the US, UK, India, Spain, Brazil, China and Japan.

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. While the trends are fast-paced and unpredictable, we believe there are some profound societal and cultural shifts bubbling beneath.

In a world where there is no longer any disconnect between imagination and experience, a desire for craft, friction, and difference is emerging, driving the pursuit of unconventional hobbies and fandoms. We also see ambivalent attitudes to a culture of constant connectivity, as our emotional relationship with technology struggles to keep up with the pace of change. The report captures a world that is both exhausted and exhilarated by change, and reveals a rising desire for escape, grounding and reconnection.

Sign up to receive your copy today, and discover how to navigate the complexities and paradoxes of this evolving consumer landscape, unlock new creative opportunities, and build deeper, more meaningful connections with consumers in 2026 and beyond.