Know what’s coming next.
AI is becoming physical, reshaping product discovery and raising new questions around trust and governance. At the same time, consumers are looking for more human connection, deeper knowledge, emotional value and longer-lasting relationships with brands.
Our 2026 Trend Report explores eight shifts that will influence branding, merchandise and consumer behaviour — with real-world examples, strategic insights and practical opportunities for your brand.
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Download the 2026 Trend Report45 pages of insights, brand cases
and merchandising opportunities.
What’s changing
the landscape?
1. Physical AI
AI is moving out of the cloud and into cars, robots, workplaces and everyday physical experiences.
2. The AI Gatekeeper
AI assistants are becoming the new starting point for product discovery. Brands that are absent from AI recommendations risk becoming invisible.
3. AI Governance & Security
Trust, compliance and responsible AI practices are becoming major competitive and regulatory issues.
How are brands and
consumers reacting?
1. Analogue & Human Connections
Digital fatigue is encouraging consumers to seek offline experiences and genuine communities.
2. Authenticity & Knowledge
Knowledge is becoming a new form of status, giving brands an opportunity to support learning rather than simply sell products.
3. Emotional Utility
Consumers increasingly expect purchases to provide meaning and emotional value—not just functionality.
4. Subscription & Membership Models
Access is gaining ground over ownership, creating longer and more profitable relationships between brands and customers.
5. Secondhand & Repair
Resale, durability and repair are becoming mainstream consumer expectations rather than niche alternatives.
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