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Dentsu has unveiled its 2026 Media Trends report, Human Truths in the Algorithmic Era, revealing how three enduring human behaviours; simplicity, sociability, and attention, will shape how brands grow in a world increasingly guided by algorithms. Now in its 16th edition, the annual report decodes the shifts reshaping global marketing and media investment. As AI, automation, and cultural convergence redefine how people discover, connect, and consume, Dentsu identifies the universal human truths that remain constant, and how brands can harness them to grow in 2026 and beyond. “In an age where every click and scroll is influenced by algorithms, the most powerful insights remain human,” said Will Swayne, Global Practice President, Media and Integrated Solutions, Dentsu. “Brands must focus on what remains stable over time by rooting their strategic thinking in core, invariable human behaviours to rigorously evaluate where to invest in the Algorithmic Era.” The Three Human Truths Driving Growth in 2026 We Are Simple Until We Are Complex: In a world of complexity, convenience reigns, but only to a point. The report highlights how brands must balance efficiency with emotion and design experiences that both simplify and surprise. New opportunities include Search Experience Optimization across conversational and multimodal environments, strategic deployment of Agentic AI, and the rise of the Friction Paradox. We Are Social Animals: Connection remains core to human behavior, even in digital-first ecosystems. As influence decentralizes, the report explores how communities and creators now define culture, from Reddit forums to streaming fandoms. Brands that empower participation, through live experiences, shared nostalgia, and business messaging channels. can drive stronger engagement and advocacy. We Don’t Read Advertising: Attention has become the scarcest resource in marketing. Dentsu’s research shows that brands must focus on quality over saturation, leveraging AI-generated audiences for sharper insights, NextGen video for measurable brand impact, and new entertainment formats, sports docuseries, gaming, anime, and microdramas, to build enduring cultural relevance. Added Amit Wadhwa, CEO, Dentsu Creative & Media Brands, South Asia, Dentsu: “In a world ruled by algorithms, human truths remain our compass. Technology opens doors, but empathy, creativity, and understanding people will determine who truly wins. Simplicity, sociability, and attention are not just insights, they are the foundation for brands that want to grow, lead, and stay relevant in 2026. This report gives brands practical frameworks to anchor strategy in these truths, seek fresh growth opportunities, and turn creativity into measurable impact.” The 2026 report underscores that media is no longer just a channel but a growth engine – connecting creativity, commerce, and culture. By using media as a flywheel that links brand storytelling to consumer experience, brands can move beyond adaptation to leadership in the Algorithmic Era. Click here to download the report: https://www.dentsu.com/2026-media-trends
