Trending 2026:
The Adaptation Advantage
Foresight Factory’s annual guide to future business planning
Crisis-fatigued consumers are adapting to perpetual uncertainty, developing tactical strategies to navigate disruption. The consumer landscape is now defined by contradiction, creating four key opportunity spaces
for innovation.
Brands must operate strategically within these spaces while building new anchors of meaning for consumers in a world of constant flux.
Consumer data
Comfort with AI is rising,
but still limited
% of GB consumers comfortable using AI chat services in selected contexts
Source: Foresight Factory │ GB and USA, 2025
Many worry about the intellectual cost of reliance on AI
% of GB and US consumers who agree reliance on AI will make future generations less capable
Source: Foresight Factory | GB and USA, 2025 *Sample below 100
Commercial and cultural signals
Tech Harmony:
Visa’s Intelligent Commerce initiative is building systems that enable AI agents to handle purchases, with or without customer involvement.
Human Autonomy:
Etsy is on a mission to Keep Commerce Human, “despite an industry-wide move toward commoditization and soulless goods”.
Human Autonomy:
“AI vegans” are staying away from AI – not just to protect their cognitive autonomy, but for environmental and ethical reasons too.
Consumer data
The definition of spirituality is expanding beyond religion
% who do not identify with religion but practice spiritual activities such as meditation or energy healing
Source: Foresight Factory | GB and USA, 2025
Traditional gender roles are regaining traction
% of men agreeing that men should earn for the family, women should care for the home
Source: Foresight Factory │ Base: Men among 666-3821 online respondents per country aged 16-64, 2025
Consumer data
Most consumers want their purchases to match their principles
% who feel a need to buy from brands aligned with their values
Source: Foresight Factory │ Base: 657-3777 online respondents per country aged 16-64, 2025
Financial anxiety is rising
% point increase of consumers feeling at risk of financial hardship in the next five years
Source: Foresight Factory │ Base: 681-3881 online respondents per country aged 16-64, 2025
Consumer data
Optimism about future generations is fading
% agreeing that children today will enjoy greater prosperity than they have
Source: Foresight Factory │ Base: 965-2003 online respondents per country aged 16+, 2025
There's widespread desire to maximize longevity
% of US and GB consumers interested in an app that could give personalized advice on how to slow aging
Source: Foresight Factory │ GB and USA, 2025
Unlock deeper insights with the full report
Download Foresight Factory’s report preview and activation scorecard to pressure-test your future business plans against these emerging consumer behaviors.