Human Insights:
The Forces Shaping All Consumer Behavior
2026 Human Tensions & Trajectories: Annual Strategic Report
Drawing on nearly a decade of global tracking across adults, parents, teens, and kids, this report surfaces three defining tensions of 2026 and five human trajectories emerging from them. The pattern is clear: People aren’t chasing more—they’re designing lives that feel emotionally sustainable.
Download the report to uncover:
⦿ Why emotional energy has become one of the scarcest resources
⦿ How nostalgia, restraint, and smaller circles are helping people regain equilibrium
⦿ What “emotional minimalism” really means, and why it’s not going away
⦿ The implications for brands trying to stay relevant without adding noise
If you’re responsible for understanding people, not just markets, this report offers a grounded, human map of how priorities are changing in 2026, and how brands can meet people where they actually are.
We have a dedicated team tasked with mining human data from around world to understand …
⦿ The deeper whys: Unpacking what’s driving collective shifts in the market
⦿ The direction of travel: Unlocking trajectories to hone in on the top drivers of observed behaviors
⦿ The needle in the haystack: Uncovering early signs of shifts that could have future implications for brands
Recent Insights from Our Analysts:
Quick Read 1: GLP-1 Medications
Quantifying the Emotional Drivers of GLP-1 Users
Tracking what priorities are driving early adopters of weight-loss medications
Quick Read 2: Generative AI
How Gen AI Is Reshaping Parental Priorities
Following emergent technology and resulting emotional shifts in family dynamics
Quick Read 3: Cause Engagement
The Emotional Drivers That Get People to Give
Uncovering new pathways to charitable engagement and brand activism
A sample of our topical studies
Gen Z Priorities
From Performance Culture to Peace-Seeking
Our outlook identifies three seismic shifts redefining youth culture: identity rooting over exploration, rejection of “always-on” digital performance, and quiet micro-actions over loud activism. After coming of age during algorithmic saturation and instability, Gen Z prioritizes emotional clarity and privacy over visibility. Critical insights for brands connecting with a peace-seeking generation.
The Nostalgia Economy
Decoding the Global Pull Toward Nostalgia
Research across the US, UK, Germany, France, South Korea, and China reveals nostalgia has evolved from marketing tactic to emotional survival tool. This study decodes the specific needs driving nostalgic consumption across generations—including why Gen Z yearns for eras they never experienced—and shows brands how to move past retro aesthetics into genuine emotional grounding.
American Parenting
Why Self-Care Is the New Child-Centric
Economic pressure and mental health challenges are driving American parents toward a fundamental shift—from child-centric sacrifice to self-reclaiming wellness. We identify distinct emotional drivers separating mothers from fathers, how environment shapes family values, and why “resilient kids start with well parents” is the new parenting framework. Actionable insights for brands supporting parents as whole people.
Stay Ahead of Human Priority Shifts
Let’s discuss what’s changing and what it means for your business.