Navigating Dystoptimism: VML's Insights for Brands in 2026
Understanding the Dystoptimistic Generation: Insights from VML's Future 100 2026 Report
As we step into 2026, the world is navigating through various challenges that have reshaped societal values and consumer behaviors. VML has released its 12th annual Future 100 report, which introduces a new cultural concept: dystoptimism. This intriguing term captures a mood that balances recognition of present difficulties with a constructive outlook toward renewal.
The Shift to Dystoptimism
The Future 100 report, synthesized from a global survey across 16 markets, emphasizes that rather than merely experiencing disruption, people are now eager to embrace it as a stimulus for critical change in their lifestyles, spending habits, and social connections. As Emma Chiu and Marie Stafford, Global Directors at VML Intelligence, succinctly put it: *
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