How evolving identities are reshaping consumer behavior
Editor’s note: Georgina Cundell-Jones is content activation manager at Human8, UK, with 10 years experience across quantitative and qualitative research methods alongside global brand marketing. She holds a first-class honours degree from the Manchester Metropolitan University. Find Cundell-Jones on LinkedIn.
What matters to people and what does that mean for brands? It’s a question we explore every year in our global consumer trend report. In 2026, the answer is more layered than ever.
Many people today report feeling happy (67%), but fewer trust institutions (46%). Optimism (57%) sits alongside doubt about the future, with only 45% believing the next generation will be better off – and nowhere is this divide more visible than attitudes toward technology. A strong majority recognize its advantages: 76% believe technology and AI make life easier and 54% experience AI as a positive force in their daily lives. At the same time, this enthusiasm is curbed with concern as nearly two-thirds (64%) worry that technology will erode the human touch, while 61% express unease about its wider societal impact.
These tensions underpin recalibrating identities, the central theme of the “2026 What Matters Report” (registration required), grounded in cultural tracking and global research with more than 13,000 consumers in 16 markets. Faced with competing forces, people are not retreating from these complexities, but instead they’re actively learning to navigate them. As a result, ideas of belonging, recognition and authenticity are being redefined on more personal, individual terms.
In the report, we identify emerging trends shaping consumer behavior globally – together revealing the recalibration of identities now underway. For this article, I’ll spotlight three of these defining trends, highlighting the shifts brands can’t afford to ignore.
Brands are balancing AI with the human touch
Human pride captures a growing desire to reclaim the human touch in an increasingly automated world. People are rediscovering the value of creativity, craft, emotion and imperfection. From asymmetrical ceramics, learning new techniques to off-script and unfiltered conversations, people are celebrating the spark, the mess and the magic that only humans can create.
Of course, we can’t ignore technology and while AI may accelerate creation, it’s the human pride, the connection, meaning and human imagination that give it heart. Supported by 76% of people globally believing human creativity, craft and imperfection will always matter more than what machines can generate, human pride reflects a renewed confidence in the unique contributions only humans can offer.
Brands that resonate today don’t hide their use of AI, but they don’t let it replace authorship either. They use technology to remove friction behind the scenes, while preserving work that feels crafted, intentional and emotionally resonant. Human pride emerges when brands leave room for participation, interpretation and imperfection.
Wikipedia’s 25-year anniversary campaign offers a powerful example of this shift, moving the spotlight from technology to the people behind the knowledge. It celebrates the volunteer editors whose curiosity, judgement and care have built and sustained the world’s largest collaborative encyclopedia.
Another example is Apple’s holiday “A Critter Carol” ad, which offers a playful, inspiring example of this shift. Through handcrafted puppetry and imaginative storytelling, the campaign spotlights the creativity, care and humor of the people behind the scenes. The result is a rich, emotionally resonant experience that technology alone could not create.
For brands, human pride underscores the importance of balancing technology with the human touch. Automation can streamline and enhance, but by leaving room for creativity, interpretation and imperfection, brands can create experiences that not only perform but also connect, building loyalty and meaning that machines alone can’t replicate.
Brands and the balance between familiarity and individuality
Cultural uniformity (hyper-blanding) is rising, with 54% of people globally saying that everything is starting to feel the same – from the clothes they wear to the content they consume. Accelerated by globalization, hyper-connectivity, fast-moving trends and AI-driven replication, styles and ideas now spread at lightning speed. This rapid pace encourages many to gravitate toward safe, familiar choices that promise belonging and mass appeal.
Also read: https://brandspurng.com/2026/05/04/the-socialization-of-young-telecom-consumers/
Yet, we uncovered this sameness comes with tension, a countermovement that’s emerging: a renewed appetite for individuality, edge and authenticity as people seek to stand out in a world that often feels like we are living in a sea of sameness.
The selection of the Pantone Color of the Year 2026, Cloud Dancer, reflects the growing sense of visual and cultural convergence associated with uniformity – marking the first time since 1999 that white has been chosen. The choice was intentionally quiet and neutral, signaling how design and consumer expression are increasingly gravitating toward safe, harmonious aesthetics rather than bold or challenging visual statements.
Success in the era of hyper-blanding comes from mastering the balance between familiarity and individuality. Safe, recognizable choices provide comfort and build trust, while thoughtful, subtle touches of creativity let consumers express themselves and feel seen, a tension that successful brands navigate by delivering experiences that are both reassuring and distinctive. Dr. Martens illustrates this well: Its boots are instantly recognizable for their distinctive silhouette, acting as a cultural symbol, yet remaining highly versatile. This allows wearers to personalize the look through different colors, styling choices and customization that reflect their individual identity.
Shouting economy: Attention is the ultimate currency
In the shouting economy, visibility alone no longer suffices, and we see brands, creators and the media stepping into the spotlight with boldness, volume and unmistakable presence. With 67% of people globally believing only striking voices get noticed, attention has become the ultimate currency.
From viral trends and social media chaos to hyper-flavored foods and visually explosive designs, everything is being turned up to cut through the noise. But intent also matters. The unusual, provocative or slightly outrageous can capture some in the audience, while others simply tune out. Amid the intensity of the shouting economy, authenticity and meaningful engagement remain the No. 1 prize. The noisier the world gets, the more people crave voices that resonate rather than just shout the loudest.
Beverage brand Liquid Death leaned into its rebellious brand identity with a stunt highlighting the infinite recyclability of its cans. The ad playfully features Ozzy Osbourne’s DNA, suggesting that even an iconic cultural figure could be endlessly recycled. Absurd? Perhaps. But entirely on brand. By doubling down on its dark humor and anti-corporate tone, the brand reinforced the distinctive identity its audience already recognizes and celebrates. A master class in the shouting economy. Check it out here:
In this economy, brands can stand out by responsibly pairing boldness with intention. Attention-grabbing campaigns work best when they are purposeful, credible and grounded. Whether through striking product design, memorable experiences or distinctive storytelling, bold expression must reflect the brand’s identity, meet consumer needs and resonate culturally. In short, it’s not about shouting everywhere, it’s about knowing when, how and why to raise your voice.
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