US EditionVML’s Future 100: 2026 Coins ‘Dystoptimism’ as Consumers Embrace Disruption, Rebuild Meaning
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7 Articles
VML’s Future 100: 2026 defines 'Dystoptimism' and the new cultural brief for brands
GLOBAL – As 2026 unfolds amidst global challenges, VML’s 12th annual Future 100 report introduces an emerging cultural ethos: dystoptimism. A concept coined in its report, “dystoptimism” captures a collective mood that acknowledges darkness without surrendering to it and finding possibility in renewal. The Future 100: 2026 report is based on a global survey across 16 markets and identifies 100 trends shaping global business and culture in the y…
VML’s Future 100: 2026 Coins ‘Dystoptimism’ as Consumers Embrace Disruption, Rebuild Meaning
Mumba: As 2026 unfolds against a backdrop of geopolitical uncertainty, economic flux and rapid technological change, VML has introduced a new cultural lens to decode the moment. Its 12th annual Future 100 report identifies “dystoptimism”—a mindset that accepts systemic breakdowns without giving in to despair, and actively looks for renewal—as the defining ethos shaping consumer behaviour in the year ahead. Based on a global survey of 15,639 adul…
VML’s The Future 100: 2026 report reveals how brands must sell to a ‘dysoptimistic’ generation
VML has released its 12th annual The Future 100 report, outlining 100 global trends set to shape business, culture and consumer behaviour in 2026. As 2026 unfolds amidst global challenges, VML’s 12th annual Future 100 report introduces an emerging cultural ethos: dystoptimism. A concept coined in its report, “dystoptimism” captures a collective mood that acknowledges darkness without surrendering to it and finding possibility in renewal. The F…
In its report The Future 100: 2026, VML identifies a new cultural state of mind, "dystopism", which translates a way of dealing with crises without giving up the idea of progress. "The optimism shows that, while old systems collapse, individuals, communities and innovators are building new, more humane solutions. It is a matter of designing a better future, rather than regretting the past," explains Virgile Brodziak, DG of VML France. Based on a…
Selling to a ´Dysoptimistic´ Generation: VML´S the Future 100: 2026 Lays Out a New Brief for Brands
New York, NY (January 28, 2026) – As 2026 unfolds amidst global challenges, VML’s 12th annual Future 100 report introduces an emerging cultural ethos: dystoptimism. A concept coined in its report, “dystoptimism” captures a collective mood that acknowledges darkness without surrendering to it and finding possibility in renewal. The Future 100: 2026 reportisbased on a global survey across 16 markets and identifies 100 trends shaping global busine…
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