Author: Mark Tungate
Picture by Marco Verch
As we’re never safe from the eventuality of a Black Swan – one of those curveball events nobody saw coming – it’s reassuring to know there are people out there who have a handle on what’s heading our way. Let’s dip into a few of their predictions to equip ourselves for the near future.
One thing we know will happen in 2026 is the FIFA World Cup. The football extravaganza invariably has an impact on advertising spend and marketing trends, as researcher GWI points out in in its “Connecting the Dots” report.
It notes that many World Cup devotees are also serious gamers: just over 70% of them. They’re in touch socially, too. “For them, the World Cup isn’t just a sporting event, it’s a social ecosystem. Talking tactics, trading players, and replaying the drama is a way to kick back and connect.”
They’re more likely to share sports content and are attracted to relevant brands, the report adds. Mobile-first activations are a handy way of targeting them. Other consumers see the World Cup as a cultural event, and are likely to be drawn to content that explores “the stories, the cuisines and the connections that transcend the sport itself.”
Download the full report at gwi.com.
Fun fact: the term “football” derives from the fact that it is a game played on foot, rather than on horseback. Nothing to do with all that kicking stuff. Turns out American football is correctly named after all.
Another resource we spotted was from Canva, whose 2026 Design Trends report was covered by Australia’s Campaign Brief. One key trend is “imperfect by design” – or creations that are “unmistakably human”.
The report comments: “Visual authenticity has become the ultimate differentiator.” While AI won’t go away, “algorithmic sameness and polished perfection” will compete with creativity showing the flaws and faults that make us unique.
We also like the sound of a DIY “zine” trend in Mexico. “Collaged layouts, anti-gloss textures, and bold, oversized type are taking hold as creators reject overly digital aesthetics.” If you publish an underground magazine that looks like a collection of blackmail notes, you’re on trend.
Read the full report here.
Similarly, The Wall Street Journal nails a trope that’s already emerging: aspirational humanity.
Its article notes: “As artificial intelligence hyper-flattens mass culture, anything denoting evidence of humanity becomes exceptionally desirable…we’ll begin to see the emergence of a hierarchy of humanness…in which “human-created” art and entertainment will be positioned as the most valuable.“ (On that front, Disney recently announced the release of Gatto, its first hand-painted animated film since 2011 – although you’ll have to wait until 2027 to see it.)
Read the WSJ’s trends report here.
Meanwhile, Adobo magazine in the Philippines has dipped into a predictions report from Pinterest. Perhaps not surprisingly, Generation Z is seeking calm amidst the chaos.
This manifests itself in analogue activities like letter-writing and calligraphy, and a shift away from “doom scrolling” to more intentional research. Personal, thoughtful creativity, shared with a few, is likely to replace the hustle of virality, the report suggests.
Here are some further insights.
Or maybe none of that will happen, and instead you’ll win the lottery, like this guy in an amusing spot from Nord DDB.
After that commercial break, let’s return to trend tracking. Wellness seems to be a growing preoccupation, perhaps due to the stresses of our era, often provoked by the headlines. But vacuousness is out of vogue, says Forbes in its 2026 outlook.
“Across food, fitness, sleep science and emotional regulation, people are seeking interventions that deliver measurable relief now rather than a vague promises of ‘better later.’ This is why trends such as enhanced sleep solutions, nervous-system support, and personalised nutritional approaches have traction.”
More on this and other trends here.
To end on a creative note, here’s an extremely well-acted film, from BUBKA Antwerp, that imagines a more far-flung future: 2050, to be exact. The picture is positive, but only if we make the right decisions…
