The 2026 Global Outlook: new shapes of aspiration
In 2024, more than 70 countries held national elections, with many markets signaling a clear appetite for change. By 2025, a new wave of leaders had taken office, ushering in significant shifts in policy and direction. With these leadership changes has come unprecedented uncertainty.
The World Uncertainty Index has been volatile since the turn of the century—markedly more so than the relatively stable 1990s—but the past year saw a historic surge. Driving this rise in uncertainty are unpredictable trade policies; escalating geopolitical tensions, including the Russia-Ukraine war and the Israel-Palestine conflict; rapid advances in AI; and the increasing frequency and severity of extreme weather and natural disasters.
Even more striking, the share of people who feel in control of their own financial future is at its highest level on record. While the world may be more uncertain, individuals are increasingly confident navigating it. Ambition has not diminished; in many ways, this era of constraint has intensified it, prompting people to pursue success through more flexible and attainable paths.
Our 2026 Global Outlook centers on this resilient consumer mindset—defined by adaptability, determination and a continued drive to move forward. In this report, we highlight six opportunities for brands in 2026 to support consumers as they pursue new forms of aspiration and progress.
