SLD & THINK BLINK 2026趋势报告

TABLE OF CONTENTS Nationalism in aGlobal Community04Hacking Health05 THINK BLINK at sld.com Tech CompaniesRun the World Disrupting theStatus Quo Black & White,Left & Right AI Disruption Trends are driven by underlyingforces that are shaping our world,impacting us at work, at home,shaping our future. Our trendreports don’t focus on one-off hottopics that will be here today, gonetomorrow, but on the forces ofchange that drive how we think,feel and behave. TREND 1 Nationalism in a Global Community Economic downturns arecommonly used to fuel nationalistsentiment. As people seek securityin uncertain times, “others” are aneasy scapegoat. But in aninterconnected world,protectionist policies can create asmany problems as they solve. Nationalism MADE HEREMOVEMENT DescriptionThe “Made Here Movement” reflects consumers’ growing preference tosupport locally made products. Context Supply chain disruptions and nationalist policies are acceleratingre-shoring efforts. Consumers in Canada, United States, and other markets are rewarding “Made Here” labeling as a response to economicuncertainty and cultural pride.Implications for Brands •Domestic manufacturing and local sourcing in product design andpackaging have become powerful trust signals for consumers. •Many brands should rethink supply chains and partnerships to supportlocal manufacturing.•Use brand storytelling to emphasize national impact and communitysupport as core values. Claims Sourcing DESIRE FOR DOMESTICTRAVEL & TOURISMDescription Micro-travel is on the rise, with consumers increasingly choosing to take short, 1–2 hour trips rather than long-haul vacations. These quick, accessible experiences connect them with local culture and history.Context Rising geopolitical tensions, tighter budgets, and busier work scheduleshave encouraged consumers to prioritize domestic trips. In response, governments and tourism boards are promoting heritage sites andregional experiences to boost local spending.Implications for Brands •Brands offering domestic travel services or products tied to heritagetourism can differentiate themselves through storytelling and curated local experiences.•Highlight pop-ups and other branded experiences that engage localenvironments and people.•Brands can strengthen relevance by using region-specific visuals and language that reflect local identity and pride. Weekend “Workcations” Strategies EVOLVING BORDERS,EVOLVING BUSINESSDescription With Canada and United States (among others) reducing immigration levels to ease pressure on housing and public services, global debatesover borders, labor, and cultural identity arise.Context Evolving border policies and slower immigration are reshaping workforceavailability, intensifying competition for talent in sectors already stretched thin. This environment is influencing how brands structureteams, manage recruitment, and communicate their values in a climatewhere representation and inclusion are under closer scrutiny.Implications for Brands •Supply chains and labor shortages in key industries push brands toinnovate with automation and new hiring models. •Brands can highlight diverse offerings as immigration continues todrives growth.•Cultural sensitivity: marketing campaigns must balance national pridewith inclusivity, ensuring immigrant communities feel represented andvalued.•As scrutiny around immigrant labor intensifies, brands must adoptpractices that prevent exploitation. Being proactive in safeguardingworkers strengthens both reputation and employee trust. Acquisition Marketing DATA SOVEREIGNTY DescriptionGovernments are increasingly asserting control over digital infrastructureand data, a trend known as technology and data sovereignty. Consumers and regulators are scrutinizing how data is stored, processed, and sharedacross borders.Context Countries are enforcing stricter rules on data localization, cloud storage,and cross-border transfers to protect national interests and citizen privacy. Geopolitical tensions, cybersecurity concerns, and increaseddigital surveillance at borders are seemingly shaping these policies.Implications for Brands •Consumers are becoming more selective, favoring brands thatdemonstrate compliance, transparency, and secure data handling. •Brands must ensure data storage and processing comply with localregulations to avoid fines and harm to reputation.•Transparent data policies and communication enhance consumer trust. Build Trust with Consumers Privacy Marketers Should Know TREND 2 Disrupting The Status Quo The combined impact of the risingcost of living, ubiquity of tech andaccess to information, globalization,shifting relationships to religion andclimate change is disrupting manyestablished social norms. Youngpeople are opting out of the statusquo, sometimes by choice andsometimes by circumstance,creating foundational disruptions tothe existing social contract. Gen Z is opting out of thefollowing social norms:• Getting a driv