Future Five 2026 : Report
Track the five key consumer landscapes where we believe brands and businesses should be focusing their attention in 2026
We are living through the great re-evaluation. A prolonged period of economic instability, the proliferation of attention-zapping technology and a rising tide of loneliness, inequality and misogyny have left us, as humans and consumers, searching for more meaning. We are increasingly questioning which products, experiences and relationships truly enrich our lives.
What's in the report?
The theme of re-evaluation sits at the heart of this report, explored through five topics we think are crucial for brands to understand and address in 2026. They are:
: Cost of Living – We consider how, as the cost of living blends into the age of enshittification, digitally empowered consumers are taking more agency over their finances and reassessing their choices. Within this shift, the currency of community is rising
: Mobility – As electrification, and the promise of autonomous vehicles and air-taxi travel point toward the possibilities of future mobility, flexibility has become the priority. Mobility-as-a-Service (MaaS) platforms, which provide on-demand access to myriad modes of transport, mean that consumers are rethinking ownership, while cars are emerging as chameleonic spaces
: Identity – It’s a turbulent time for identity around the world. While expressions of spirituality and sexual desire are becoming normal elements of modern culture and wellbeing, there is an urgent need to address the rising tide of misogyny. We explore why forward-thinking brands must find nuanced and impactful ways to support progressive change
: Future Space – Bleeding edge technology is creating almost limitless possibilities for the design of real-world spaces that merge the physical and digital realms, leading people to re-evaluate what they need most from the places where they spend time. Tactility, connection and inclusivity are being established as core principles to guide placemaking
: Artificial Intelligence – As the inevitable ascent of AI continues at a rapid pace, we consider the impact it’s having on us as human beings. With technology transforming education and many other fields, we must address the elephant in the room: is AI empowering us or are we becoming overly reliant on it?
We hope this report provides ample insight and inspiration as you continue to develop your strategies for the future. On LS:N Global you’ll find additional news stories, microtrend and macrotrend reports on these topics – and many more.
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