Edges 2026: A Source of Hope for Humanity

Around fifty clients, partners, and colleagues gathered to discuss the major cultural and social trends that will have the greatest impact on consumers in the coming year.

Jean-Xavier Wilhelmy, Head of Strategy, and Sabrine Mekki, Strategist, presented TBWA’s Edges 2026. The Edges are true markers of the world to come. They identify global trends that take hold over time, affect people (not just markets), and transcend borders.

This year, the overarching theme of the Edges is the Proof of Human: with the rise of AI, our relationship with technology has shifted. The question is no longer what it can do, but how far we are willing to go without losing what makes us fully alive and human. A special guest, Skyler Hubar, Senior Cultural Strategist at Backslash\TBWA\Worldwide, joined the event to present how culture is restoring value to human contribution in creativity and experience. One example everyone remembers is the positive reaction to Intermarché’s ad last year— created by nearly one hundred 3D animation artists — in stark contrast to the reactions to Coca-Cola’s ad, which was largely AI-generated. In 2026, six new Edges are introduced under this human-centered theme.

Dark Mode shows that as algorithms standardize tastes, people are turning to private spaces and unique objects that truly reflect their identity and create a sense of exclusivity. This includes the return of zines and the importance of private platforms like Discord. Modern Civility is re-emerging to make coexistence possible again in a world where social interactions are more ambiguous than ever. Discomfort Zone suggests that in a culture optimized for speed, ease, and frictionless experiences, constant comfort ultimately makes everything feel interchangeable. As a result, people seek out efforts in their experiences to feel alive—such as the “friction-maxxing” trend (e.g., following road signs instead of relying on GPS).

Digital Friction highlights that after years of instant gratification and endless scrolling, consumer fatigue has set in. Digital friction is returning as a way to regain control and set boundaries, as seen in the comeback of button phones without internet access. Archive Authority illustrates that our lives are continuously archived, but without guarantees of longevity or control. In response, people are seeking to reclaim ownership of their memories and digital traces, as shown by platforms like Aruba’s Digital Heritage Portal, which helps catalog archives and memories for the future. Finally, Awakened World reflects a growing appetite for a new realm of exploration where the boundaries between technology, nature, and humanity are becoming blurred. We are redefining what it means to be alive, conscious, and worthy of consideration. This includes emerging technologies aimed at inducing lucid dreams on demand, as well as psychedelic retreats that are now attracting professionals seeking clarity. We can also point to public statements from the Montreal Psychedelic Society.

What does this mean for brands?

Consumers are now looking for tangible proof of authenticity, effort, and intention (Proof of Humanity). This will push brands to make their processes more transparent, maintain a strong human signature, and use technology thoughtfully rather than as a substitute. Technology and AI are here to stay, but they should amplify human value rather than replace it. Brands that understand this nuance will have a greater impact on both the market and culture.

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