The Final Countdown: Top 4 Insights from 2025
Happy New Year’s Eve, futurists.
2025 has been an incredible year, and now, we’re counting down to a wonderful 2026.
We’ve had thought-provoking conversations with thought leaders driving meaningful change in our industry.
We’ve expanded our research to challenge narratives on consumer behavior, emerging media channels, and AI adoption.
And we’ve combined it all to formulate our most pointed and poignant predictions for 2026. (You can get those here.)
Below, we’re counting down the year's most compelling insights in a turnkey digest.
Our question for you is: how do you plan to apply these (and other) insights to guide your business through the New Year? We’ll let you make the call.
See you in 2026!
#4: Revelations of Perpetual Commerce
Our New Modes research provided groundbreaking context into why consumers shop the way they do. This survey of 1,000 global consumers quantitatively validated what we all were likely feeling: that the ever-presence of brands, and commerce in general, has made shopping so much more than an activity; it has become our identity.
We partnered with Commerce to unpack how this identity shift is shaping the convergence of community, culture, and commerce.
And for the multitaskers, you can get even more commentary from the research by bingeing our latest season of Decoded. Experts such as Ken Hughes, Melissa Minkow, and many others unpack the implications of our new omnimodal reality. Listen to Season 5 here.
#3: Gen Z Leads the Multiplayer Movement
Gen Z has remained an elusive cohort for its seemingly contradictory behaviors. Social media and AI shape their tastes, behaviors, and outlooks, yet they’re returning to analog technology (such as flip phones) to set new technological boundaries.
MG2 Advisory’s latest research on Gen Z indicates that while these consumers expect digital integration in stores, they primarily seek authentic connections and co-creation with their peers in addition to the brands they love. Our conversation with Melissa Gonzalez of MG2 Advisory explored these nuances in depth and how they’ll shape the future of brand marketing and strategy.
#2: Overcrowding Inboxes Is Out
Merchants need to strike a careful balance between being ever-present and being a burden. After all, when consumers are hit with too many marketing messages (even from brands they love), they have no qualms about unsubscribing and taking their business elsewhere. Frankly, push marketing leaves a bad taste in their mouths.
Our New Modes research revealed how the emergence of new contextual commerce experiences is changing the rules of marketing, service, and personalization at scale. The data can be your playbook for the next year. Use it wisely.
#1: Our AI Future Is Already Here
1,000 US consumers confirmed that their usage of AI has gone far beyond novelty. Consumers have embedded these platforms into their daily lives to alleviate the mental load of finding the right brands, products, and deals. But when machines intercept the most critical stages of the shopping journey (research, discovery, and comparison), it fundamentally changes how merchants connect and convert.
Our research, conducted in partnership with Cimulate, provides a layered account of how consumers use AI platforms to shop and how you can refine your 2026 strategy accordingly.
.svg)
