Are you joining us for Trendseminar 2026?

FOUR TRENDS YOU NEED TO KNOW IN 2026

The way consumers see themselves - and the world - is constantly shifting, and we are all currently confronted with a new reality: The Age of Mental Scarcity.

Every day, we are bombarded with conflicting messages and unsettling information. In this era of unpredictability, navigating complexity drains our mental energy.

Yet life goes on, and consumers still have to make choices. But how is this era shaping their needs and expectations - and what does it mean for your brand? 

Join us on April 14th in Aarhus or April 16th in Copenhagen, where we’ll explore the consumer trends that are shaping their mindset now and tomorrow and offer you guidance on how your brand can connect with them in an age of mental scarcity.  

Should we reach full capacity, we reserve the right to prioritize seating for our clients.

PROGRAM & PRACTICAL DETAILS

EXPERIENCE THE FOUR NEW TRENDS

TREND #1: MENTAL SCARCITY

The Nordic region is in the grip of a new reality: "mental scarcity." We live in a world marked by deep divisions and polarization, where we are constantly bombarded with conflicting and unsettling information. It is a time characterized by unpredictability, which bears similarities to previous times of crisis - and it drains our mental resources as we become exhausted from navigating all this complexity. However, as consumers, we still need to live our lives, make decisions, and carry on with our daily routines in this unpredictable future. But what mark does this era, that we are living in right now, leave on consumers? The Age of Mental Scarcity is currently crystallizing and shaping the outlines of 3 new consumer trends: Zillennial Squeeze, Lead Me-Lifestyle, and Status Redefined.

TREND #2: ZILLENNIAL SQUEEZE

Caught between irreconcilable expectations and realities, Zillennials are breaking away from the traditional ideals of adulthood. They are downscaling their dreams to find meaning in more attainable goals and are creating new definitions of success in adult life, where mental well-being and balance are valued more than a conventional life. Brands can accommodate their needs by offering solutions that support mental well-being and a more balanced lifestyle, rather than promoting unobtainable ideals.

TREND #3: LEAD ME-LIFESTYLE

When the tyranny of constant choice making mentally drains us, a deep longing to be guided emerges. Overwhelmed consumers are now turning to trusted curators - whether they are influencers, experts, or smart algorithms - who can take charge. The goal is to outsource the countless small decisions and regain precious mental surplus. In this trend, brands can act as trusted guides, simplifying choices and offering ready-made solutions to lessen the mental burden.

TREND #4: STATUS REDEFINED

The days where flashy luxury defined status are gone. Today, status is being redefined as something far more personal and fleeting: freedom, time, control over one's own life, and inner peace. Consumers are striving for a well-functioning personal ecosystem and a life characterized by self-optimization, where status is signaled subtly via contextual codes. We call the new status symbol 'contextual status.' Brands are now challenged to provide tools that help consumers achieve this new form of wealth, rather than traditional status symbols.