The Great Rebalance: Early Signals Shaping 2026
February 9, 2026
February 9, 2026
Written By:
McCall Moore
Here’s a not-so-secret about Karsh Hagan: our strategy team spends months immersed in cultural signals and consumer data to understand not just what’s happening now, but where things are headed next. That work comes together in our quarterly Trends & Insights Report, where we synthesize what we’re seeing across travel and tourism, higher education, finance and banking, healthcare and wellness, food and beverage, and broader human behavior and culture.
This year’s first report is centered around a single theme that we’re calling The Great Rebalance. Across industries and audiences, people are stepping back from optimization and excess; instead, they’re reaching for what feels more human and real. For brands, that shift has major implications for how you show up and how you can earn relevance in 2026 and beyond.
In the spirit of giving a look behind the curtain, we’re sharing a sneak peek at a few of the insights shaping the year ahead.
1. Travel Is Shifting From Escape to Intention
In 2026, travelers aren’t chasing more. They’re chasing meaning. Slow travel, literary nostalgia and communal “third places” are on the rise as people seek human connection and emotional texture over frictionless convenience.
The takeaway: Destinations that design for how travelers want to feel, not just what they want to see, will stand out. Hospitality becomes the differentiator, not the baseline.
Stat to know: Over 6 in 10 Americans say they’re feeling nostalgic right now, signaling a growing appetite for experiences rooted in memory, story and sensory immersion, per Civic Science.
2. Quiet Wealth Replaces Loud Luxury
After years of economic volatility, consumers are redefining what wealth looks like. In 2026, status is subtle. Flexibility and long-term value matter more than flash or excess. From financial products to pantry staples, people are signaling taste and stability through thoughtful choices, rather than overt displays.
The takeaway: Brands that lean into utility, longevity and emotional reassurance will outperform those still chasing spectacle.
Stat to know: 94% of Gen Z say they want to hit financial independence before 55, per Business Insider.
3. Calm Becomes a Cultural Currency
Across generations, people are renegotiating their relationship with time, technology and social energy. Offline rituals and slower living are becoming acts of self-preservation. For brands, this means designing experiences that respect limited attention and emotional bandwidth.
The takeaway: Calm is no longer a byproduct. It’s a value proposition.
Stat to know: 54% of people globally say they choose alone time even when social opportunities exist, per Hinge's Social Energy Study.
4. 2026 Is the Year of Sports (And the Rise of Overflow Cities)
One of the clearest travel signals we’re seeing for 2026 comes from our destination storytelling partner, Madden Media. With the FIFA World Cup coming to the U.S., alongside massive cultural moments like the Super Bowl and WrestleMania, sports are set to become one of the most powerful drivers of travel next year—for host cities, and surrounding regions as well. Sports today function as cultural currency and with billions expected to tune in globally, the opportunity extends far beyond game day.
The takeaway: Overflow cities and regions need to prepare now: tightening their story and giving visitors a reason to stay longer than the event itself. In 2026, the spotlight will land everywhere passion and pride travel next.
Stat to know: 44% of sports fans travel internationally for events, rising to 56% among 16-34 year olds, per Madden's research.
If 2026 is about recalibrating toward what feels more human, more grounded and more intentional, brands have a clear opportunity to lead instead of react.
Consider this your invitation to rebalance with us.
