In 2026, the top consumer trends centre on ‘recalibrating identity’, as people across the US rethink what it means to belong, to be heard, to feel recognised and to stay true to themselves.

This session focuses on how US consumers are reshaping their identities in response to social change, economic pressure and the growing influence of technology. We’ll explore how ideas of success are evolving, how self-expression is becoming more values-led, and how wellbeing is being redefined in ways that are personal, pragmatic and deeply human.

Enriched with insights from our global study of over 13,000 consumers across 16 markets, this webinar zooms in on the cultural dynamics shaping the US today. We’ll unpack four key trends that highlight where expectations are shifting and where the biggest growth opportunities lie for brands operating in the US.

Join us to explore what truly matters to people across generations and what this means for building relevant, resilient brand strategies in the US.

PS – we’re running similar events for APAC and EMEA if you’d prefer to join one of those instead of this one. You can select which session you’d like to register for in the form!