US EditionSelling to a ´Dysoptimistic´ Generation: VML´S the Future 100: 2026 Lays Out a New Brief for Brands
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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…
At the dawn of 2026, between multiple crises and accelerated transformations, VML published the 12th edition of The Future 100, its annual foresight report. Based on a global study conducted in 16 markets, including France, this new edition puts a word on an emerging state of mind: "optimism dys". A valuable reading grid for brands seeking to remain relevant in an unstable world, without falling into either catastrophism or naive optimism.
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