Consumer Trends
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Consumer Trends
Meet the Optimizers
In our
Consumer Trends
research, a third of Americans identify as being in ‘optimization mode’. They want max health and max pleasure, and are willing to pay for it.
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From the Editor
Introducing
Consumer Trends
2026
Despite last year’s chaos, the American consumer never stopped spending, and many say they’re trading up.
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Consumer Trends
YouTube is underrated — a huge part of the future of television
Massive, organic, and differentiated, YouTube is only getting better, with a special connection to Gen. Z.
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Executive Briefing
MrBeast Burger’s inevitable flameout
Also: What Nike and HBO have in common. And where’s Whole Foods in the ‘food as medicine’ conversation?
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Executive Briefing
Will Reels, Instagram’s TikTok, work?
Also: ‘Plan B’ for Edgewell after its Harry’s deal collapsed. And Apple has a new head of marketing.
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