VML Identifies Dysoptimism Shaping Consumer Trends

VML's 12th annual "The Future 100" report, published Feb. 3, 2026, identifies 100 cultural and tech trends and coins "dysoptimism" to describe consumers mixing unrest with hope. The agency reports 76% of respondents say few brands stand out, 71% believe AI makes truth harder to discern, and 48% cite cost of living as society's top problem. Marketers should adapt to blended realities, authenticity, and new content formats.