Gen Z tell brands: Don't hit us with your algorithm stick

Consumers are increasingly resetting their relationship with technology, in a world exhausted yet exhilarated by change it seems shoppers are craving the hyper-real and the handmade, the digital and the deeply human, providing a challenge and an opportunity for brands.

That is according to Dentsu Creative’s 2026 Trends Report, ‘Generative Realities’, an in-depth exploration of the cultural and commercial forces predicted to shape consumer behaviour, curated to inspire brands during the next 12 months and beyond.

From AI intimacy to the analogue revival, the research reveals an increasingly complex relationship with technology. While 53% of people now use AI in their personal lives, rising to 70% of Gen Z, 55% of consumers say they are tired of algorithms recommending more of the same, while 50% report trying to ration their screentime.

The report draws upon exclusive global research data commissioned by Dentsu among 4,500 consumers across seven markets, including the US, UK, India, Spain, Brazil, China and Japan.

Structured around five macro themes, each supported by three sub-trends, the report explores what is trending, timely and timeless, as well as the implications for tomorrow:

Escape Velocity
This instinct to soothe through softness and story sits at the heart of the report’s “Escape Velocity” theme. Consistently across global markets, consumers are increasingly turning toward fantasy, fandom and fluffy toys to manage the pressures of modern life. What once looked like frivolity now functions as emotional infrastructure as traditional milestones such as home ownership, career security and long-term financial stability move further out of reach for younger generations. People are investing in joy where they can find it, through collectible culture, charmification, romantasy and the all-conquering power of cute. This shift is reflected in the global research that found 70% of consumers say modern life feels so stressful they need to escape.

Electric Dreams
The “Electric Dreams” theme explores consumers’ increasingly complex relationship with technology, as AI accelerates beyond our ability to keep pace emotionally, moving from utility to companion, from tool to confidant. Consumers are forming increasingly personal bonds with chat-based platforms while simultaneously growing more wary of mass-produced generated content and AI-influencers –with hyper-real virtual musicians, actors and influencers posing a host of ethical questions. Some 32% of respondents sometimes feel that AI understands them better than friends and family, with 51% turning to AI to answer questions they would previously have explored with friends and family.

Trad Lives
There is widespread desire to reconnect with nature, finding solace in the soil and community in traditional rituals. Within this trend there is a shift away from the city, the rise of hyper-local and the resurgence of religion and spirituality, alongside our obsession with fungi, fermentation and pickles. There is also a coming together of nature and technology, as younger consumers bring technical expertise to traditional family farmsteads. This shift is underscored by the finding in the global research that 75% of consumers globally say they feel drawn to spending more time in nature, while 64% agree that they are drawn to traditional values and ways of living.

Alone Together
As loneliness and social isolation grow, there is a desire for new forms of social connection and shared spaces. Consumers are seeking new models of togetherness through hobby-led communities, alcohol-free socialising and shared experiences that are consciously designed rather than inherited. Silent book clubs, sober raves and supper clubs reflect an active rebuilding of social infrastructure, as reflected in data showing that 63% of consumers spend a lot of time on their own, with 50% agreeing that they are interested in alternative ways to socialise, rising to 58% among Gen Z.

Analogue Futures
A growing rejection of algorithmic sameness and a sense of digital exhaustion sits at the core of the report’s “Analogue Futures” theme. In response to a world shaped by algorithms and powered by AI, younger generations are seeking friction, tactility and imperfection. Interest in “dumb” devices, analogue aesthetics and all things hand-crafted reflects a desire for texture over polish and a growing need to switch off, particularly among the youngest generations. Some 40% of respondents globally agree that “the online world feels so stressful I try to switch off as much as possible”, rising to 45% of Gen Z.

Dentsu Creative global chief strategy officer Pats McDonald said: “Some of those trends may seem frivolous or faddy at first glance – adult collectibles or daytime coffee raves –but speak to a profound human need for connection, comfort and community.”

The report insists that, together, these cultural shifts show consumers negotiating an unprecedented pace of change: escaping where necessary, reconnecting where possible, and reclaiming control wherever they can.

Dentsu Creative global brand president Abbey Klaassen concluded: “AI is evolving faster than any technology before it, but human creativity remains the constant. The most successful brands in 2026 will be those that blend technological intelligence with emotional intelligence, pairing efficiency with empathy and innovation with imagination.”