Adi Kishore, Inside Director at WARC, shares data-driven insights on the economic challenges shaping consumer trends for 2026. Cathy Taylor, WARC's US commissioning editor, explains how millennials and Gen Z are redefining life milestones amid uncertainty. Cecelia Parrish of Rival discusses the shift towards emotional motivations over traditional milestones, emphasizing the significance of microcultures. Together, they examine the 'vanishing middle' phenomenon, highlighting strategies for brands to adapt, from premiumization to catering to intentional spending.
