Core Insights - Dentsu Creative's 2026 Trends Report titled "Generating Reality" explores key drivers reshaping consumer behavior from both cultural and commercial perspectives, providing inspiration and action guidelines for brand innovation in 2026 and beyond [2] Group 1: Consumer Behavior Trends - 63% of respondents believe that "cute products and packaging bring me the joy I need," with Gen Z and Millennials resonating the most at 77% and 76% respectively [3] - 87% of Chinese respondents express a desire to spend more time in nature, with 80% of Millennials and 78% of Gen Z agreeing [3] - 70% of respondents feel that modern life is stressful enough to necessitate finding an escape [5] Group 2: Emotional Connections with Technology - AI is evolving from a productivity tool to an emotional companion, with 32% of respondents feeling that AI understands them better than family and friends [7] - 51% of consumers are now asking AI questions they would have previously directed to friends or family [7] Group 3: Return to Nature and Tradition - 75% of consumers wish to spend more time in nature, and 64% are increasingly attracted to traditional values and lifestyles [9] - There is a growing trend of individuals seeking stability in traditional rituals and local living, alongside a fascination with fermentation and mushroom culture [9] Group 4: New Social Dynamics - 63% of consumers report often feeling alone, while 50% express interest in non-traditional social formats, rising to 58% among Gen Z [11] - New social experiences such as sober gatherings and themed community events are reshaping how people connect [11] Group 5: Embracing Imperfection - 40% of respondents feel that the online world causes them significant stress, leading them to disconnect frequently, with this figure rising to 45% among Gen Z [13] - There is a growing interest in low-tech devices and handmade goods as a response to digital fatigue [13] Group 6: Strategic Implications for Brands - The report emphasizes the need for brands to balance the fast-paced digital world with a return to human connection and emotional intelligence [14] - Brands that successfully integrate technological intelligence with emotional intelligence will thrive by enhancing empathy and fostering imagination [14]