From Unseriousness to Superfandom: Consumer Trend Predictions for 2026

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BTS fans at ‘BTS Festa’ in Seoul.Photo: Chung Sung-Jun/ Getty Images

In 2025, consumers moved through the world in response to — and rejection of — the digital. But with innovation moving at breakneck speed, a packed cultural calendar, and major events in the world of sport, brands may need to reassess their playbooks to capture consumers through the new year.

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