Insights

AI is often framed as an ethereal and universally accessible tool, but the reality is far more physical and far more unequal.  Behind every AI-powered experience is infrastructure: data centers drawing massive amounts of electricity and water, extractive supply chains, and localized environmental strain. And increasingly, those costs are being borne by communities that benefit the least from the technology itself.  The Unseen Footprint of Intelligence   As AI adoption acceler

As enshittification erodes digital trust, Gen Z is demanding better UX. Explore how brands can rebuild confidence through thoughtful user experience in 2026.

Brand marketing is shifting from campaigns to continuous cultural dialogue. Explore how fastvertising and real-time relevance will define 2026.

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

When we look for trends to watch in any given year, it helps to think of them in the context of mega-trends – long-term cultural questions that don't resolve one way or the other. These are topics like whether brands should take stands on cultural or political issues, how increasing consumer savviness conflicts with motivated ignorance, or how the ability to target increasingly fine-tuned groups of people exists in a world where any statement or campaign is accessible to the