VML's Future 100 Trends Report

Welcome to the 12th edition of “The Future 100,” where a dystopian backdrop sparks defiant strength and courageous creativity. After another year marked by upheaval, a bleak outlook is being met with a surge of ingenuity. In Entropism (page 17), decay and breakdown are reimagined by designers as a route to renewal, while Apocalyptic glamor (page 175) finds resilience—and even beauty—in adversity. A new class of AI creators and collaborators is also multiplying potential in ways we are just beginning to imagine (Synthetic generation, page 50).

A “dysoptimistic” future is taking shape—one that acknowledges darkness but refuses despair. Navigating it will require strength, malleability, and also something softer: the small, uplifting rewards that help us withstand turbulent times (Treatonomics, page 179). This is a year for building resilience—not just to endure, but also to create space for imagining what comes next. From the personal to the planetary, from human engineering to geoengineering the climate itself, the boundaries of what’s possible are being redrawn.

For many, what comes next is transformation. In “The Future 100: 2025,” new realities were a source of escape and solace. This year, something deeper is emerging—a desire for fundamental change. People are craving experiences that elevate, enlighten, and shift perspective. Transformative experiences (page 102) reflect this desire—86% are drawn to encounters that inspire awe, wonder, or a renewed worldview, and trends such as Immersive wellness (page 246) show how some brands are already guiding profound personal journeys.

Trendsetting gen Zers are turning technology to their advantage: 70% say they like the idea of escaping to a different reality through tech and nearly half (49%) report forming a meaningful relationship with AI. Technology is already reshaping our experience of reality. In Hyperreality (page 29), the line between real and generated becomes meaningless, while AI Storyworlds (page 260) offer adaptive narrative worlds we can cocreate and inhabit.

Even as people lean in to blended realities, the desire for human connection remains unmistakable: 80% still prefer speaking with a human representative when shopping, and 87% value experiences that foster connection—with themselves or with others. This human impulse is shaping brand strategies. In retail, designers are crafting Next-gen malls (page 189) and Monumental luxury (page 205) to draw people back in person through immersive, high-impact experiences. Across culture, the value of connection is evident, from the New rave scene (page 239) to Social health (page 236), demonstrating the power of shared meaningful experiences.

The metamorphic current is here and “The Future 100: 2026” is your guide.