Insights

After years of crisis messaging, value signaling, and emotional labor, consumers are tired—not of purpose itself, but of the pressure to care about everything all the time. In 2026, brands will need to shift from moral storytelling to practical, meaningful action.  The Cultural Signal  After years of cultural crisis, economic uncertainty, climate anxiety, and political burnout, consumers are tapping out. People aren’t less empathetic—they’re exhausted. And the constant “we ca

For years, Gen X has been the overlooked middle child of marketing—too small to prioritize, too stable to worry about, and too quiet to chase. But in 2026, this generation steps into a cultural and economic spotlight that brands can’t afford to ignore.  The Cultural Signal  Gen X—the smallest cohort, the “forgotten middle child” between Boomers and Millennials—is entering a new cultural moment.  In 2026, they will range from 46–61 years old. They’re a significant and rapidly