As we officially get past the first month of 2026, it’s evident that while new technologies will definitely make its mark into our everyday lives, our yearning for more organic human experiences is more stronger than ever. From boutique brands whose ‘David versus Goliath’ story inspires us to support them to closely-knit communities by micro-influencers, these human-driven experiences are essential in our consumer behaviour evolution amidst the artificial intelligence (AI) revolution.
Such marriage of technology efficiency and human interaction makes this generation especially ideal for brands, who aim to be the force that influences the way we go on with our daily lives: from our travel objectives to the way we consume new forms of media.
This behaviour is exactly what VML recently tackled in its new report Future 100 2026, as it reveals that people are not merely coping with disruption, they are embracing it as a catalyst for fundamental changes in how they live, spend and connect.
MARKETECH APAC exclusively spoke with Nick Pan, chief commerce and connections officer for APAC at VML, to further discuss the report’s insights, what does this year’s findings mean for brands looking to deepen their customer interactions, and how marketers ought to shape the future for the next generation by riding these shifts and adapting to blended realities.
Defining ‘dystoptimism’: Why is it the basis this 2026?
A key defining term that the report highlighted is ‘dystoptimism’, a coined term that notes that as old systems crumble, individuals, communities, and innovators are building new, human-centered solutions, as per Emma Chiu and Marie Stafford, global directors at VML Intelligence and coauthors of the report.
This is evident in the fact that despite rising concerns among consumers such as rising costs, anxiety brought by social media expectations, health-related issues; many remain optimistic not just to their current status but also for the future. To do this, many are focusing on building resilience-inclined behaviours as well as craving emotional experiences.
“People are clear-eyed about the instability they’re living through, but they’re not surrendering to it. It’s a year for resilience, for adapting, often through turning disruption, including technological disruption, into a source of agency and possibility,” Nick explained.
Speaking about technology, he notes that as the boundaries between what’s real and generated continue to blur, technology becomes both a coping mechanism and a creative tool.
“Many people, particularly Gen Z, are actively using tech to reshape their experience of reality, whether that’s escaping into alternate worlds, co-creating narratives with AI, or forming meaningful relationships with intelligent systems,” he added.
Nick then also explained, “That’s why dystoptimism is a more accurate lens than optimism or pessimism alone. It captures a mindset where people acknowledge uncertainty and pressure, but still use innovation and imagination to reclaim control, meaning, and forward momentum.”
Disruption is accepted: but how should brands approach it?
The report indicates that disruption has been widely accepted by consumers nowadays, whether it’s about new technologies in AI or shifting perspectives for a renewed worldview. For Nick, this all boils down to disruption prompting people to rethink what truly matters.
“The embrace of disruption is shifting lifestyles toward intentionality and emotional honesty, while spending is being redirected toward transformative experiences and small, joyful uplifts, or what we call “Treatonomics”, he explains.
“Treatonomics” refers to the rise in small indulgences, where regular pleasures become a survival strategy even as they cut back elsewhere.
Nick also notes that while technology and blended realities are reshaping daily life, the desire for human connection remains unmistakable.
“People may be experimenting with digital worlds, but when it comes to spending and experiences, they still value human interaction and shared moments. In a world where loneliness is being recognised as a global epidemic, connection is becoming the next trillion-dollar wellness economy,” he added.
Speaking about the ‘wellness economy’, Nick notes how connections are influencing where money and attention flow. He notes that the industry is seeing greater investment in experiences that bring people together, whether that is immersive physical retail, socially driven wellness, or cultural moments built around shared participation. Moreover, consumers are prioritising small splurges that offer immediate dopamine hits.
“For marketers, this highlights the importance of offering “micro-upgrades” and accessible moments of joy that make consumers feel valued and uplifted. Today, innovation alone is not enough. Brands need to design for small moments of connection, not just efficiency, creating spaces, services, and experiences that help people reconnect with themselves and with others in an increasingly fragmented world,” he added.
Rethinking perspective-shifting experiences
In the report, it noted that transformative experiences and Immersive wellness reflect the rise of retreats and environments built for deep personal journeys. In addition, resilience wellness reframes resilience as a learnable practice, blending emotional, physical and spiritual tools to help people adapt to turbulent times.
For Nick, this renewed focus is shifting from “what you buy” to “who you become” after the experience.
“Awe has become a form of emotional infrastructure. In a pressured world, people are actively seeking experiences that give them perspective, expand their worldview, or help them reconnect with something bigger than themselves,” he said.
In terms of travel, he notes that with the aforementioned trends, marketers should angle their customer interactions from moving beyond indulgence to intention with encounters that feel transformative rather than transactional.
“We see a rise in “Endurance travel,” with travellers looking for “breakthroughs over breaks.” Brands in the travel space should focus on experiences that leave travellers fundamentally changed,” he added.
Speaking about wellness-related travel, he remarks, ““Immersive wellness” is an emerging trend, blending technology and art to create multi-sensory environments that induce “high-value states” like awe. For brands, this means guiding people through meaningful personal journeys, not just offering maintenance.”
Paramount to these experiences is also a heightened level of trust, with Nick noting that AI becomes less a novel tool and more an omnipresent companion, brands are expected to lead with clarity rather than confidence.
“Trust is fragile, and people are increasingly sceptical of what they see and hear, as the world collectively begins to relearn “Truth Literacy”,” he said.
What this means is that brands need to be upfront about how AI is used, avoiding exaggerated claims, and designing transparency into systems, not just communications.
“Humility is becoming a trust signal. Brands that explain their intent clearly and act responsibly will stand out, while those that obscure or overpromise risk being quickly discounted,” he added.
Ultimately adapting to a ‘dysoptimistic’ world
When asked about what is the new brief for brands seeking relevance and leadership in a ‘dystoptimistic’ world, Nick remarks that brands need to move beyond the transactional nature of the brand-consumer relations and more on becoming a guide for them for greater life experiences.
“The new brief for brands is to move from being viewed as a provider of goods or services, to becoming a trusted guide, a cultural anchor, and a designer of transformative experience. In a landscape where the status quo is breaking down, relevance is found by those who embrace the “grit” of reality while offering a clear, resilient path forward,” he explained.
Nick also added that with this backdrop, leadership is about being a “Brand Bastion. “With the truth questioned at every turn, “honesty is a competitive advantage.”
Moreover, this new brief is all about honesty over sanitised corporate communications, and pre-empting scepticism with transparency.
“In a dystoptimistic world, the brands that lead are those that acknowledge reality and still give people reasons to believe progress is possible while keeping true to what their brand stands for,” he concluded.
***
In a world that feels increasingly uncertain, brands that embrace dystoptimism don’t promise a perfect future—they promise presence, honesty, and progress. They meet customers where reality actually is, acknowledging the cracks while still offering solutions, laughter, and small victories.
By leaning into this tension between skepticism and hope, brands can forge relationships that aren’t built on illusion, but on trust earned over time. In short, dystoptimism isn’t just a mindset—it’s the blueprint for meaningful, lasting connections in a world that refuses to stand still.
