Dentsu Group Unveils Dentsu Creative Trend Survey for 2026

Dentsu Group, a leading advertising and communications company, has recently published its highly anticipated survey, titled Dentsu Creative Trend Survey 2026: GENERATIVE REALITIES. This report aims to guide businesses in understanding five significant trends likely to shape the landscape of their operations beyond 2026.

Presented under the banner of Dentsu Creative, the creative agency brand of Dentsu, this survey draws insights from brand strategists in the creative field worldwide. It is based on a comprehensive quantitative study conducted among 4,500 consumers across various countries, including the United States, Japan, Brazil, China, India, Spain, and the United Kingdom. The survey identifies and analyzes five critical macro themes that deeply intertwine with societal behavior and brand activities.

Among the key findings are the simultaneous rise of counter-algorithmic desires, the thinning of connections, a return to nature, and a growing longing for assurance and belonging. The report poses essential questions for brands and businesses, highlighting where they should focus their attention and how they can build meaningful connections in a rapidly changing environment.

Key Trends Identified in the Survey

The trends presented in the report are broken down into three significant axes: current trends (Trending), movements that hold meaning in this specific era (Timely), and timeless values that stand the test of time (Timeless). Here are the main macro trends outlined in the survey:

1. Escape Velocity
This trend illustrates the acceleration of escapism, revealing sub-trends such as adventures in toy worlds, fantastical fandoms, and a cult of cuteness that resonate particularly with consumers seeking refuge from reality.

2. Electric Dreams
Under this theme, a nuanced relationship with AI emerges, focusing on the rise of AI influencers and the need for moderation in technology use, demonstrating the balancing act consumers are trying to navigate between digital and human interactions.

3. Trad Lives
This trend emphasizes a return to traditional lifestyles, connecting individuals back to the earth, promoting the ideal that 'home is the best place,' and exploring spiritual journeys as people seek deeper roots in a fast-paced world.

4. Alone Together
This new community dynamic highlights the ways people are reclaiming their villages, which fosters connections, explores the natural high, and acknowledges the impacts of isolation in creating new societal structures.

5. Analog Futures
With growing digital fatigue, there is a yearning for analog experiences, expressing a neo-Luddite sentiment, opposing algorithmic influences, and a desire to return to fundamentals.

Dentsu's Global Chief Creative Officer, Yasuharu Sasaki, commented on the evolving balance between acceleration and deceleration in our lives. He noted that people are increasingly seeking both transcendent experiences and the warmth of handcrafted products, posing significant tension and opportunity for brands aiming to thrive in 2026.

Furthermore, Patricia McDonald, Dentsu Creative’s Global Chief Strategy Officer, emphasized that the survey explores both the trends driven by generative AI and the underlying human truths that persist amidst changing consumer behaviors. She pointed out that seemingly fleeting trends reflect deep-seated human needs for connection, comfort, and belonging.

Conclusion

Dentsu Group's Creative Trend Survey for 2026 sets a well-researched foundation for brands to navigate the seemingly complex future landscape. Companies aiming to resonate with consumers must adapt to these emerging trends, balancing digital conveniences with the demand for authentic human connections.

For those interested in a more detailed read, the full report can be downloaded from Dentsu Group’s website.

Contact Information

For any inquiries regarding this press release, please contact:
Dentsu Group Corporate Communication Office
Koji Koji, Shimazu, Harada, Todoru
Email: [email protected]