The key consumer trends for 2026 reveal a shift in how people define who they are and what matters to them. Based on Human8 and Space Doctors global research, eight emerging trends highlight how evolving identities are influencing consumer behaviour and choices in 2026.

We live in a world of contradictions. Our global research shows that many people report feeling happy (67%), but fewer trust institutions (46%). Optimism today (57%) sits alongside doubt about the future, with only 45% believing the next generation will be better off. Technology reflects this divide most sharply. Many see its benefits: 76% believe it makes life easier and 54% experience AI as a positive force in their daily lives. At the same time, concerns run deep. Nearly two-thirds worry that technology will erode the human touch (64%) and 61% are concerned about its broader impact on society.

These contradictions sit at the heart of Recalibrating identities, the central theme of our 2026 What matters report. Faced with competing forces, people are learning to navigate complexity, renegotiating what it means to belong, feel recognised and stay true to themselves. Identity is becoming more intentional. Belonging more self-defined. Success more openly earned.

In the latest edition of our global consumer trend report, we explore this reality through eight emerging trends. Together, they reveal how people are navigating contradiction today, rewriting the rules and recalibrating identities in 2026. Our trend report is grounded in rigorous, global research drawing on a living cultural database built from 20 years of continuous cultural tracking, alongside qualitative insights from our research communities and quantitative insights from more than 13,000 consumers globally across 16 markets.

Explore the trends in motion below.

Eight consumer trends recalibrating identities in 2026

Human pride

What is Human pride about?

Human pride reflects a growing desire to reclaim the human touch in an increasingly automated world. As 64% of people worry the human touch is slipping away, people are rediscovering the value of creativity, craft, emotion and imperfection. From lopsided ceramics to off-script, unfiltered conversations, people are falling back in love with the spark, the mess and the magic that only humans can create. Human pride recognises that while AI may accelerate creation, it’s human imagination, connection and meaning that give it heart. With 76% believing human creativity, craft and imperfection will always matter more than machine-made outputs, Human pride underscores a renewed confidence in what only humans can bring.

Hyper blanding

What is Hyper blanding about?

With 54% of people saying that from the clothes they wear to the content they consume, everything is starting to feel the same, Hyper blanding captures a growing sense of cultural uniformity. Driven by globalisation, hyper-connectedness, rapid trend cycles and AI-fuelled replication, styles and ideas spread at lightning speed, encouraging people to gravitate towards safe, familiar choices that promise belonging and mass appeal. While this sameness offers comfort, it also creates tension. A quiet movement has been sparked. A growing appetite for reclaiming individuality, edge and authenticity in this sea of sameness.

The achievement zone

What is The achievement zone about?

Gone are the days of pretending everything comes ‘effortlessly’. Welcome to The achievement zone. Today, people are choosing to spotlight the grind, the discipline and the messy middle that get them to their goals. From strength-training milestones and endurance-race prep to creative side-projects finally seeing the daylight, the effort along the way has become the badge of honour. And with 73% saying achievement isn’t just about the result but about openly showing the work it took to get there, this shift is unmistakable.

Health unscripted

What is Health unscripted about?

Health unscripted is about reclaiming wellbeing on your own terms. Rather than following rigid routines or universal standards, people are embracing what truly works for them. Whether playful movement, food rituals, or community practices, wellbeing has become fluid. Health unscripted reflects a move away from rigid discipline towards more exploratory, personalised approaches to health and wellbeing, shaped by mood, context and life stage. With 78% agreeing that there’s no single right way to be healthy, this trend celebrates personal agency, adaptability and the freedom to define health in a way that feels authentic and sustainable.

Shouting economy

What is Shouting economy about?

In the Shouting economy being seen isn’t enough. Brands, creators and the media have stepped into the spotlight with unapologetic boldness, loudness and an unstoppable presence. With 67% of people believing only striking voices get noticed, attention has become the ultimate currency. From viral trends and social media chaos to hyper-flavoured foods and visually explosive designs, everything has been dialed up to cut through the noise. Yet, it isn’t just volume – it’s intent. The weird, provocative or slightly outrageous can grab the right audience, while others tune out. Amid the Shouting economy chaos, authenticity and meaningful engagement remain the prize. The louder the world gets, the more people crave voices that resonate, not just make noise.

Future tradition

What is Future tradition about?

In a rapidly changing world, people are finding fresh ways to connect with their heritage, seeing traditions as living, evolving practices rather than fixed relics. From reviving local folk customs to reinterpreting global cultural phenomena like anime through a local lens, they’re blending the old with the new to create rituals and experiences that feel both familiar and forward-looking. 66% agree that traditions stay alive when they evolve rather than remain the same. This trend shows that authenticity today comes from reimagining tradition in ways that are personally meaningful, socially relevant and rooted in connection.

Retail fandom

What is Retail fandom about?

Retail fandom is all about belonging over buying. People don’t just want products, they want communities, experiences and a chance to show what they love. From beauty brands and sneaker drops to gaming franchises, fans are connecting, creating and celebrating together. As shopping, entertainment and social media have collided, brands are learning that loyalty comes from participation. And with 52% of people saying shopping is less about owning products and more about joining communities, the best fandoms mix excitement with authenticity and value, offering spaces to co-create, contribute and engage while delivering quality, seamless experiences.

Lightspeed living

What is Lightspeed living about?

65% of people say the most valued options today deliver immediate results. We live in an on-demand culture where speed isn’t just expected, it’s essential: groceries arrive in minutes, hacks promise overnight success and AI tools make complex tasks a tap away. Short-form media, tech and productivity culture have fuelled a craving for instant wins, where efficiency and shareable achievements rule. But this isn’t simply about impatience. In a fast-moving and uncertain world, speed offers people a sense of control, competence and calm. Lightspeed living isn’t about cutting corners, it’s about momentum, reassurance and mastery at the pace of modern life.

* The numbers in this article are based on 16 markets: AU, BE, CN, DE, FR, HK, IN, NL, PH, SG, TW, TH, UAE, UK, US, ZA