The Trends of 2026
By: Mark McCrindle
Every year we launch our research backed trends that will impact businesses and organisations in the year ahead. In this article we provide a summary of the trends.
1. Supply-demand squeeze
Housing shortage meets population growth, eroding the Australian dream
In this we are seeing the growing pressure on communities, families and individuals who are experiencing the housing supply – demand squeeze. The problem with this shortfall is that housing becomes more expensive when demand exceeds supply, incentivising further investment into a rising price, further reducing accessibility to affordable housing and disadvantaging a younger generation of Australians who are simply priced out of the housing market.
This challenge is slowly eroding public confidence and creating intergenerational frustration, especially among young people who feel they are being actively disserved by past policy decisions and a system that no longer rewards hard work with the same security their parents enjoyed.
2. Intentional living
A shift from passive engagement to active choice, where people are living life on their terms
Intentional living is a purposeful shift from passive consumption to active creation. It’s a mindful rejection of “hustle culture,” where people make conscious choices about their time, energy, and resources. When it comes to the long-term goals people have there is a lift in the social, health and financial goals as well as simplicity of life and time spent outdoors.
People are being more selective with their relationships and investing in social currency. This trend prioritises community connection, personal well-being, and alignment with core values over societal pressures or expectations.
3. Productivity pivot
Integrating AI through workflow redesign, unlocking AI-driven productivity
The future of work is undergoing a fundamental shift, moving past the old fears of human vs. machine and into a new era defined by the productivity pivot. As artificial intelligence and powerful tools like ChatGPT become commonplace, the focus for both businesses and employees is no longer on if AI will impact their jobs, but how to effectively integrate it. This has raised the skills floor for everyone, creating a new imperative to redesign workflows and retrain the workforce.
71% of workers are integrating AI into their workflow in some capacity. But not all workers are integrating AI into their workflows, Gen X are twice as likely as Gen Y and Gen Z to not currently use AI in their work. The Gen Y cohort is leading the redesign of workflows, they’re now well into their careers and have become experienced workers and managers. They’re closely followed by the digital natives Gen Z who are also redesigning workflows.
The two big benefits of AI integrated workflows is the improvement in productivity and efficiency, as well as the improved quality of work. As AI becomes more embedded into workflows it’s more than just a mindset shift from seeing AI as threat to a tool. 2026 will be a time to train your people to review and redo workflows, and the best place to go to start is where there’s repetitive elements in your current workflows.
4. Personality premium
Amidst declining trust, consumers are looking for unique and relatable brand personalities to engage with
In an era marked by declining institutional trust, consumers are turning away from faceless corporations and placing their trust in individuals. As society becomes more sceptical of traditional institutions, be it government, media, or large companies, people seek genuine connection and authenticity from the people behind the products and services. This has given rise to a new marketing paradigm where a brand’s most valuable asset is its relatable, authentic, human element.
As society becomes more sceptical of traditional institutions, be it government, media, or large companies, people are seeking genuine connection and authenticity from the people behind the products and services.
5. Hope under strain
Cultivating agency in an uncertain world
The pressures of rising cost of living, geopolitical volatility and polarisation is taking a toll on global wellbeing. The current outlook for Australia is marked by declining optimism, a reflection of the external threats and challenges many face. While 64% of Australians remain optimistic about the country’s future in three years, this has declined from 72% in 2021.
Across society, uncertainty is rising and people are responding by building personal resilience and agency. It’s a shift from passive coping to proactive action, where individuals actively cultivate hope. By focusing on what they can control, their well-being, skills, and values, they empower themselves to navigate a complex environment, reducing reliance on external institutions.
Article supplied with thanks to McCrindle.
About the Author: McCrindle are a team of researchers and communications specialists who discover insights, and tell the story of Australians – what we do, and who we are.
Feature image: Canva
