America Now 2026. Living Through Change, Searching for Control

On November 5th, Collage will host its annual Cultural Fluency Summit, where we’ll unveil new findings from our 2026 America Now trend research. This year’s study captures how Americans are navigating relentless change, and how those shifts are redefining what consumers expect from brands. Across every background, people are seeking stability, sincerity, and reassurance that companies understand their lived reality.

Change Is Everywhere — and It Feels Chaotic

92% of Americans say they’ve experienced significant change this year, driven by rising costs, economic uncertainty, policy shifts and the rapid influence of AI. Most describe the country as “chaotic rather than orderly,” underscoring a shared sense of volatility.

In response, consumers are turning inward, focusing on what they can control, reconnecting with what feels real, and re-evaluating which brands have earned their confidence and their spend.

A Sneak Peek at What’s Ahead

At this year’s Summit, Collage will show how brands can succeed amid chaos by tapping into three key consumer shifts:

• Reclaiming Control: U.S. consumers are becoming more self-reliant, with 76% of Americans saying, “I prefer to do things myself, rather than get help from others,” driving a focus on daily routines and small wins. Brands that offer consistency and calm will become vital anchors.

• Craving Realness: 85% of Americans want to see more content created by real people. After years of curated perfection, consumers favor brands that feel human and transparent. Relatability now fuels connection and sales.

• Rebuilding Trust: Only about one-third of Americans trust large brands today. In a skeptical climate, Americans wonder, “Which brands will stand with them?” Those that provide security and sincerity will become the trusted constants consumers seek.

Together, these insights highlight how cultural awareness helps brands meet consumers where they are and build momentum through trust, realness, and empathy.

Join Us at the Cultural Fluency Summit

We’re excited to debut the full America Now 2026 research this November, unveiling trended data across demographics and fresh insights from brand leaders applying these lessons in real time.

Don’t miss your opportunity to understand how today’s consumers are navigating change, and how your brand can grow by anchoring them through it.