Join the IGU Network, a place for leaders who believe retail is still human.
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Five things the data is already confirming about consumer behaviour, retail strategy and AI — and what it means for your brand in the second half of 2026.
The behaviours shaping 2026 aren’t reactions anymore — they’re emotional architectures. From Baby Boomers to Gen Alpha, each generation is responding to a world of permanent disruption in radically different ways. This article maps the emotional mindsets defining 2026 and explains why emotional consistency, not speed or scale, will be the true competitive advantage for brands and retailers.
Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
