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Future Prediction
This article presents Predictions and trends for 2026 Based on recent reports from specialized institutions. This is not a fait accompli, but a prospective analysis of the expected scenario for the coming year.
Economy with moderate growth, but consumption on the rise.
The World Bank projects growth of 2.2% for the Brazilian economy in 2026, This projection is considered to be driven primarily by domestic consumption, state investments in infrastructure, and the effects of structural reforms implemented in recent years. optimistic In comparison with other institutions: the IMF forecasts 1.9%, the OECD 1.7%, and the financial market (Focus report) projects 1.8%.
With unemployment at 5.6% — relatively low levels by Brazilian standards — and measures to stimulate consumption, experts point out that the boost in demand from families will be crucial for economic performance.
A more conscious and demanding consumer.
Consumer behavior is undergoing a profound transformation. After years of economic instability and digital overload, consumers are rethinking their choices. The focus shifts from just price to include trust, convenience, and alignment with personal values..
A practical indicator of this change: in 2024, 83% of Brazilian consumers took advantage of offers throughout the week or month., while only 10% waited for the traditional Black Friday on Friday — signaling greater intentionality in their purchases.
Where will Brazilians go shopping?
Digital channels remain strong: 57% buy on websites and 52% on apps.. However, physical retail remains relevant for 35% of customers, especially in categories such as beauty and fashion.
Sectors such as beauty and cosmetics, clothing, electronics, travel and tourism They are expected to lead purchases in 2025 and maintain strength in 2026, opening up opportunities for business in different segments.
AI as the standard, no longer a differentiator.
Artificial intelligence is no longer the exclusive domain of large corporations. By 2026, AI will be a prerequisite, not a competitive advantage.. For small and medium-sized enterprises, the primary use will be real-time personalizationUnderstanding consumer behavior and offering tailored solutions for each profile.
Technology will not replace human creativity — on the contrary: the greatest challenge will be Using AI without losing empathy, scaling without dehumanizing, simplifying without impoverishing..
Decentralized influence: the era of micro-influencers
Power and influence are shifting from megapersonalities to specialized niches. 59% of respondents recognize micro-influencers as key players in upcoming trends., while 77% of people have already bought something influenced by communities..
Trust in fan recommendations far surpasses traditional advertising: 8 out of 10 Brazilians trust online communities more than conventional advertisements.. User-Generated Content (UGC) is gaining prominence as an authentic and community-based tool.
Travel: experience and authenticity come first.
Tourism in 2026 is not about the quantity of destinations, but about the quality of the experience. Identified trends include:
Beauty rituals as a travel backdrop: Skincare and local cosmetics are going from occasional purchases to part of the experience.
Mountains as a refuge: Travelers seek out high-altitude destinations — snow in winter, tranquility year-round — escaping mass tourism.
Multigenerational family travel: Grandparents, parents, and children traveling together to create lasting memories.
Local markets and supermarkets as an attraction: Discovering authentic flavors and regional products is part of the travel narrative.
The Booking.com platform already identifies eight up-and-coming Brazilian destinations based on a real increase in bookings between January and August 2025 — a concrete indicator of a change in preference.
The real challenge: coherence amidst the collision.
2026 will be the year when trends collide. A study by TrendHunter mapped this out. more than 10,000 behavioral signals, synthesized into 18 megatrends, grouped into six forces that, for the first time, collide: Acceleration, Reduction, Redirection, Convergence, Divergence, and Cyclicity.
This collision creates real dilemmas: Using AI while maintaining humanity, scaling without dehumanizing, innovating without sacrificing clarity..
The real difference won't be choosing which trend to bet on in isolation, but stitching together trends — integrating technology with empathy, data with intuition, efficiency with purpose.
Photo by BoliviaInteligente on Unsplash
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