In the year 2025, consumers navigated through a world that was both shaped by and resistant to digital influences. As technology continued to evolve rapidly, cultural events filled the calendar, and major sporting events captivated audiences worldwide, brands found themselves facing the challenge of connecting with consumers in new and innovative ways. Looking ahead to 2026, it is clear that brands will need to rethink their strategies to stay relevant and engage with consumers effectively.
One of the key consumer trends to watch out for in 2026 is the rise of unseriousness and darker humor. This trend has been gaining momentum throughout 2025, with the proliferation of AI-generated content and meaningless trends like 6-7. According to a forecast by WGSN, unseriousness will be a major macro-trend in the upcoming year, spanning across various categories. This shift towards darker humor and silliness is driven by a desire to cope with the uncertainties of the world and find moments of joy amidst the chaos.
The trend of brain rot, characterized by low-quality memes and surreal AI-generated videos, has played a significant role in shaping this shift towards darker humor. For many consumers, this type of content serves as a coping mechanism, allowing them to process their emotions and find moments of levity in an otherwise heavy world. Brands have already started to embrace this trend, with companies like Ryanair and Rhode incorporating brain rot content into their marketing strategies.
In 2026, we can expect to see this trend towards darker humor become even more subversive. Consumers are gravitating towards gallows humor as a way to cope with the challenges of the world, and brands will need to strike a delicate balance between being tuned in to current issues and avoiding being tone-deaf. Authenticity will be key in connecting with consumers, as they seek out brands that can clearly articulate their values and show a human touch in their products and messaging.
Another key trend to watch in 2026 is the concept of digital detox as the ultimate luxury. While some consumers continue to be glued to their screens, others are prioritizing unplugging and taking a break from the digital world. This trend towards “great exhaustion,” as coined by researchers at the University of New South Wales, reflects a collective feeling of burnout and stress from the constant barrage of information and connectivity.
As consumers seek to conserve their time and energy, brands will need to adapt to this shift towards slower living. The slow punk movement, which embraces a more gentle and mindful approach to life, will gain traction in 2026. Brands will need to cater to consumers’ desire for offline experiences and moments of boredom that can spark creativity and rest. IRL activations will take on a calmer and more intentional tone, encouraging consumers to disconnect from their devices and engage in meaningful experiences.
In conclusion, as we look ahead to 2026, it is clear that brands will need to stay ahead of the curve and adapt to the changing consumer landscape. By embracing trends like darker humor and digital detox, brands can connect with consumers on a deeper level and create meaningful experiences that resonate in a world that is constantly evolving.
