Marketers will need to be aware of paradoxes in consumer behavior in 2026, according to data from Dentsu. The data found 5 trends to keep in mind. 

These trends include:

• Escapism and comfort. Economic and other pressures are causing many consumers, especially younger consumers, to lose hope in achieving traditional life milestones like home ownership and job/career security. To escape the angst, consumers are turning to substitute behaviors, like collecting toys and figurines, in their pursuit of fantasy and fandom.
• People and technology. It’s more complex and complicated now.
  • While 53% of consumers use AI as part of their daily lives, 50% are trying to cut down on screen time.
  • 32% of consumers say they think that AI understands them better than their family and friends at times.
  • 51% of consumers use AI to answer questions that in the past, they would have asked of friends and family.
  • Yet, consumers tend to distrust AI-generated content and AI influencers.
• Return to “traditional” lives. Almost two-thirds (64%) of consumers are looking for more of an old-style lifestyle, with increased interest in fungi, fermentation, religion and spirituality. Although 75% say they want to increase their time spent with nature, they also want to include technology to some extent.
• Loneliness as a choice. Almost two-thirds of consumers (63%) spend time alone. However, half of consumers are also interested in new ways of socializing, including 58% of Gen Z consumers. Hobby-related groups and alternative social gatherings have become more popular.
• A return to analog. Perhaps surprisingly, younger consumers have become more interested in analog devices, such as “dumb” phones, and switching off online life. 45% of Gen Z consumers find the world to be stressful.

In 2026, marketers should consider tempering technical intelligence with emotional intelligence, and pairing efficiency with empathy, innovation with imagination.