电通创意趋势2026：生成式现实

INTRODUCTIONINTRODUCTION We see a new balance emerging between acceleration and deceleration. People crave both the hyper-real andthe handmade, the digital and the deeply human. Here lies the tension, and the opportunity for brands, at theheart of 2026. Amidst the conflicting frictions, diverse fandoms that had previously remained unseen cameto light. With diverse creative talent with deep passion across various fields, we will win the algorithm.”"We see a new balance emerging between acceleration and deceleration. People crave both the hyper-real andthe handmade, the digital and the deeply human. Here lies the tension, and the opportunity for brands, at theheart of 2026. Amidst the conflicting frictions, diverse fandoms that had previously remained unseen cameto light. With diverse creative talent with deep passion across various fields, we will win the algorithm. The most successful brands in 2026 will be those that blend technological intelligence with emotionalintelligence, pairing efficiency with empathy and innovation with imagination.”The most successful brands in 2026 will be those that blend technological intelligence with emotional adult collectibles or daytime coffee raves - but speak to a profound human need for connection, comfortand community.”PATS MCDONALDGLOBAL CHIEF STRATEGY OFFICER, DENTSU CREATIVEtruths that simmer beneath the surface. Some of those trends may seem frivolous or faddy at first glanceand community.PATS MCDONALDGLOBALCHIEFSTRATEGY OFFICER,DENTSUCREATIVE INTRODUCTIONINTRODUCTION Generative Realities explores the implications of aworld where ideas impact culture at the pace ofthe prompt, and trends collide, combine andregenerate at the speed of the feed.GENERATIVE REALITIES EXPLORES THE IMPLICATIONS OF AWORLDWHERE IDEASIMPACT CULTURE AT THEPACE OETHE PROMPT, AND TRENDS COLLIDE, COMBINE ANDREGENERATE AT THE SPEEDOF THE FEED. agendas in 2025, we see a profound desire to reconnect withnature and to shift beyond the city with climate anxiety andresilience perhaps lurking behind this movement. An ambivalentattitude to wellness culture is also making itself felt; while sober-curious lifestyles are more prevalent, and the super-rich pursueextreme longevity, we also see the resurgence of alcopops,tanning and quick-fix appetite suppressants. Some planning tolive forever, others indulging like there’s no tomorrow.Bubbling alongside these macro themes, we see trends that area more direct response to the modern media landscape, theagendas in 2025, we see a profound desire to reconnect withnature and to shift beyond the city with climate anxiety andresilience perhaps lurking behind this movement. An ambivalentattitude to wellness cultureis also making itself felt: while soberextreme longevity, we also see the resurgence of alcopops.tanning and quick-fix appetite suppressants. Some planning tolive forever, others indulging like there's no tomorrow.Bubblingalongside these macro themes,we see trends that are Or as we like to frame it, there are things that are trending, thingsthat are timely, and things that are timeless. In a world wheretrends ebb and flow at the speed of the algorithm, it can feelimpossible to keep up. No sooner do you know your Labubu fromyour delulu, your soft clubbing from your sauna raves than thefeed moves on. The rise of Generative AI and the algorithm’shunger for fresh content create an ever-faster cycle of contentcreation, mimicry and memeification. It can be challenging toseparate signal from noise.In that context, some trends are easy to dismiss as fads, frivolitiesor fever dreams; from luxury soft toy collections to pickleOr as we like to frame it, there are things that are trending, thingsthat are timely. and things that are timeless. In a world wheretrendsebb and flow at the speed of the algorithm, it canfeelimpossible to keep up. No sooner do you know your Labubu fromyour delulu, your soft clubbing from your sauna raves than thefeed moves on. The rise of Generative Al and the algorithm'shungerforfreshcontent createanever-fastercycleof contentcreation,mimicryandmemeification.Itcanbe challengingtoseparatesignalfromnoiseInthatcontext, sometrends areeasytodismiss asfads,frivolities and the availability of third spaces has sparked an urgent desirefor new ways to come together around shared hobbies andinterests. These two macro themes come together in a shifttowards new spaces and places to socialize; daytime raves andchess clubs fulfil a need to connect, a desire for healthieralternatives to alcohol and a more affordable experience.The same profound longing for connection fuels increasinglycomplex relationships with technology. On the one hand intenseand the availability of third spaces has sparked an urgent desirefor new ways to come together around shared hobbies andinterests. These two macro themes come together in a shifttowards new spaces and places to socialize; daytime raves andchess clubs fulfil aneed to connect.a desire for healthieralternatives to