👀 What (Digital) Audiences Want in 2026

A deep dive into the 5 massive marketing trends you need to know this year! From the desks of Arcade Studios x SCAN 👀 CLUB.

Hey Scanners!

2026 is already moving fast, but the mood feels different. Less fixation on the next big shiny thing, more awareness of the forces shaping how we exist online. AI hums in the background. Sports, culture, gaming, and entertainment bleed into each other. While life stays tense, expensive, and loud, people keep logging on (and logging off) looking for something lighter to hold onto.

This year’s trends make space for optimism. Humor softens sharp edges. Romance, play, and storytelling offer small acts of care. Nostalgia continues as a way to steady ourselves. Think about the sudden obsession with 2016: not because it was perfect, but because memory (collective memory) can bring comfort. In moments like these, creativity becomes communal. 2026 invites brands and creators to meet people where they are, building spaces that feel human together.

So, keep scrolling. The invitation is yours, too.

– Alyssa Yuhas, Arcade’s Futurist in Residence

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TREND 01

They want improvisation.

PEOPLE WANT

• Unscripted moments

• To participate in campaigns

• The chance to say “yes, and”

• Surprises

• Playful energy

• Content that understands culture

WHAT’S HAPPENING?

Out: Predictable, boring campaigns that are over-engineered. In: Surprising moments of improvisation that shake up our feeds. Audiences are craving moments of collaboration, human connection, and participation. We are seeing guerrilla marketing, like Bob’s smoke break, gain huge traction both on and offline. Remember when Timothée Chalamet sent Susan Boyle a Marty Supreme jacket, or when Mint Mobile brought in the “real” Tilly Norwood? These campaigns all have something in common: they take a step back from the curated content calendar and think instead about responding to, or creating, cultural moments. The improvisation trend is a delicate dance that allows brands and creators to bounce off of each other, with both parties feeling “in” on the bit. Brands doing it right are creating feelings of surprise, delight, and wonder with audiences.

WHY DOES IT MATTER?

Content can feel impersonal and artificial, and audiences are noticing. The improvisation trend allows brands and creators to enter, or start, moments with real impact. But being able to improvise isn’t easy. It requires a pulse on what’s important to your audience and the freedom (*ahem* short approval windows) to act quickly. You need to understand the cultural moment, and, most importantly, why it matters for your audience. Then, it’s all about how you join in, zig-zag, collaborate, and offer that “yes, and” opportunity. Sometimes that will look like creating a moment, other times it will look like responding to one. Plus, these campaigns have a lasting impact far beyond a perfectly curated “brand-friendly” post. Be nimble, be open, embrace the chaos, and have fun.

WHAT THIS COULD MEAN

💻 For content: Content pillars aren’t going anywhere, but to successfully create moments of improvisation, there has to be flexibility. Approval processes need to be easier, brand tone has to be clear, and you need to have eyes on your audience at all times.

🤳 For creators: Move fast and jump in on cultural moments. Create content that connects you to the conversation, test new formats, leave space for followers to embody the “yes, and” spirit, and listen to your audience (not the hate comments) in 2026.

👥 For communities: Easy and surprising opportunities for communities to interact and share a moment are critical. Micro-events and early morning meetups are one way niche communities can share something without a huge time investment.

WHAT WE’VE OBSERVED

📅 CURRENT / Your Sims Can Now Collect Coach Products

😲 SURPRISING / Netflix’s “Scyscraper Live” Is Literally Terrifying

🎯 SPECIFIC / Bloomingdale's Hopes Wuthering Heights Collection Burns Bright

See how the signals connect.

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TREND 02

They want analog.

PEOPLE WANT

• To go back to the basics

• Curiosity and exploration

• Rituals and predictable touchpoints

• Proof of reality

• Connection to spaces

• Small screen detoxes

WHAT’S HAPPENING?

Landlines, Walkmans, and digital cameras are everywhere. While these analog items can feel like a temporary “trendy” moment tied to the nostalgia Gen X and millennials feel, there’s more to it. Consumers of all ages are showing curiosity about life offline. For some, it’s a return to simpler times. For others, it’s an exploration into a lifestyle they never experienced. Audiences are participating in challenges to reduce screentime, trying tools like Brick to break their social addictions, and turning bed nesting into an aesthetic experience. But even though there is a desire for analog, people aren’t logging off entirely. Audiences aren’t going off the grid; they are just looking for better experiences – especially when they choose to come online.

WHY DOES IT MATTER?

Unlike other years when moving offline was primarily stoked by stress and overwhelm, we are seeing audiences choose analog because they can. That’s not to say that mental health doesn’t play a role, but it’s not as centered as it has been before. It has almost become a status symbol to show that your life is rich beyond social media. People are collecting hobbies, going to concerts, and engaging with brand activations offline. When audiences do come online, their expectations around content quality and product ease are higher than ever. Rituals, routines, and predictable touchpoints make logging on more enticing than a doomscroll. Mediums like Substack, blogs, and gamified tech are holding interest. Brands that succeed with the analog trend find ways to make their online experience complement an offline one.

WHAT THIS COULD MEAN

💻 For content: The analog trend is the antidote to brainrot content. Content that stands out is rich, valuable, and generous with information. It doesn’t need to be serious, but it does need to give the audience something.

🤳 For creators: Participating in the trend is easier than ever for creators. Videos showing your analog routines, journal prompts, and at-home research projects are all the rage. Creators are primed to inspire users to try something offline and report back.

👥 For communities: Analog communities aren’t about being everywhere; they’re about choosing where not to be. If offline is a luxury, communities that prioritize presence, ritual, and restraint signal cultural depth. Then, digital tools protect the memory.

WHAT WE’VE OBSERVED

📅 CURRENT / A Notebook Worth Flying to Paris For

😲 SURPRISING / We Bet You Can Smell This Post

🎯 SPECIFIC / Gen Z Women Have Booked Up Convents for Summer 2026

See how the signals connect.

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TREND 03

They want romance.

PEOPLE WANT

• Repeatable moments

• Low-stakes joy and delight

• To make the familiar special

• Moments designed for digital memory

• Simple upgrades and customizations

• To fall in love with learning

WHAT’S HAPPENING?

2026 will be about making the mundane special. People are already romanticizing daily life with supper clubs, morning routines, home cafés, and more. These moments, often curated for digital memory, turn everyday tasks into something a little more special. Simple hobbies, like crochet or cross-stitch, are gaining popularity. Creators are sharing rural romanticism with cozy home content and “tradwife” lifestyles. Accessories like bag charms make what we already own a little more special. People are even making something as tiresome as research special by organizing learning as a hobby. Everywhere you look, people are finding ways to make the most of what they have.

WHY DOES IT MATTER?

Romanticism is about letting go of constant optimization and doing things just because they make life feel special. Hobbies aren’t about selling on Etsy. Research projects aren’t about publishing a dissertation. When the macro view of life gets a bit overwhelming (as it has), zooming in on little moments reminds us about the beauty that still exists. This trend points toward intimacy and an appreciation for small details. It’s the antithesis of escapism. Your audience wants to be present. They want agency to celebrate the life they are in, without being bombarded with the idea that they need more. Help them get scrappy, slow down, and polish what’s around them.

WHAT THIS COULD MEAN

💻 For content: Romanticized moments are prime for digital memory. Content that slows down and adds shine to familiarity (no matter how simple) gets attention.

🤳 For creators: Think of something unique about your lifestyle or niche and lean all the way in. There’s no room for playing it cool; romanticizing life is all about diving in with two feet and proclaiming your love for something.

👥 For communities: Romanticizing life is as much about personal enjoyment as it is about building community. Communities don’t have to put on big splashy events – coming together for small, quiet, micro-moments that typically don’t feel celebratory are perfect.

WHAT WE’VE OBSERVED

📅 CURRENT / The Girls Are Hosting Admin Nights In

😲 SURPRISING / “Slow Vacations” Trend for 2026

🎯 SPECIFIC / Canadian Women Are Using Pitch Decks to Find Friends

See how the signals connect.

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TREND 04

They want camp.

PEOPLE WANT

• To be cringe is to be free

• Joyous exploration

• Personal style

• Maximalism

• Absurd and bizarre iconography

• The walls let down

WHAT’S HAPPENING?

Ridiculous content, labubus, boldly expressing yourself. We have begun moving away from minimal, clean aesthetics into something more. Maximalism is on the rise everywhere, from home decor to makeup looks. Brands, like Brita, are getting absolutely unhinged with their content. Huge fashion brands are leaning into bold looks. In certain cases, bizarre AI content is being enjoyed (though this varies widely). 2026 is the year that camp pries millennial grey out of our hands and feeds once and for all. Audiences want to embrace the cringey, cute, and absurd elements of life. Unique personalities, personal style, and over-the-top creative campaigns are in the spotlight, and we’re here for it.

WHY DOES IT MATTER?

Camp is a visual trend that feeds into branding, voice, personality, and more. Trends like these affect our lives from how we paint our walls and dress ourselves, to how public spaces are designed and what food is popular. As we move from an era of extreme minimalism into one that embraces a wilder side, it’s a chance to be on board with the “be yourself” energy. We need to pay attention to the message our campaigns and content send. Are you indirectly spreading a message to conform (like the Home Alone house reno that got people really mad) or encouraging audiences to express themselves? What place does AI have on the feed? Likely, it’s the one you communicate to your audience. Camp is an invitation to explore who you are or who your brand really is. Cookie-cutter just won’t do in 2026.

WHAT THIS COULD MEAN

💻 For content: It’s time to get creative. Following trends without a personal spin, copying aesthetics, and dulling down branding is done. Content that will stand out in 2026 will have a feeling that is uniquely “it.”

🤳 For creators: Creators from all walks of life have popped up on social media in big ways in 2025. Silver influencers have gained popularity, and “normal” everyday people are sharing their daily lives. Being boldly yourself is key.

👥 For communities: Are there niche hobbies or interests your community could lean more into? Maybe it’s a gaming night or a “grandma” craft. Cringe is out, be free.

WHAT WE’VE OBSERVED

📅 CURRENT / Fast Food Brands Are Looking for Viral Merch Moments

😲 SURPRISING / Daisy Duck Is Finally Getting Her Flowers

🎯 SPECIFIC / The Red Lip Is Back

See how the signals connect.

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TREND 05

They want lore.

PEOPLE WANT

• Rich plotlines

• Something to daydream about

• Trusted narrators

• All the details

• A look behind the scenes

• To be remembered

WHAT’S HAPPENING?

2026 is all about explaining and then re-explaining the plot. The lore trend takes storytelling to the next level. People are gravitating toward creators, press tours, and behind-the-scenes content that shares a storyline and tells it in different ways. People are watching concert videos from the same performance from dozens of different angles. Storytime creator content, like the Danish Deception, is getting tons of views. Episodic content like @subwaytakes has gained international acclaim. Celebrities are faking engagements to keep press tours going. How the content is delivered is what makes the difference. Audiences want a slow drip over a fire hose. And, regardless of budget, knowing there’s more to come has people coming back.

WHY DOES IT MATTER?

People want narrators more than they want brands right now. Why? Stories give us something to escape into. They allow us to daydream and feel a sense of escape from the current moment. Even when the story isn’t hugely thrilling or even positive, it still creates a narrative audiences can connect with. For some brands, lore might look like a short series that is fun, splashy, and repetitive. For others, it may look like a deeper dive into an important topic their community cares about from a ton of angles. But moments of lore don’t have to be big to be impactful. Telling the story in different ways, over time, and committing to telling it is what matters. Give your audience the time they need to get invested.

WHAT THIS COULD MEAN

💻 For content: Episodic social media content. Substack stories. BTS footage of a new campaign. There is so much room to play here. And remember, the lore doesn’t have to be about a brand; this trend is meant to go beyond.

🤳 For creators: Creators are already incredible narrators. But what’s fun about the lore trend is you can really commit to the bit. Tell a story, slowly. Invite your audience to be curious. Leave gaps, introduce pauses, don’t give it all away at once. Pacing rewards patience (and leaves people needing to know what happens next)!

👥 For communities: Good lore has moments of participation. Communities can create their own stories that get stronger as a community and invite members to join. Lore is a beautiful way for communities to move from surface-level to something deeper.

WHAT WE’VE OBSERVED

📅 CURRENT / Alix Earle’s New Podcast Changes GRWM to “Get Real With Me”

😲 SURPRISING / This AI Tech Lets You Focus On Your Favorite Athlete

🎯 SPECIFIC / Netflix Is Signing Big YouTube Creators

See how the signals connect.

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