Expert Outlook 2027

Aspiration marketing won’t sell in 2027

"Be a better you" has been the pitch for years. But consumers are no longer buying into it, and the clock is ticking.

Get a 72 hour pass to the Expert Outlook 2027 Experience to understand what's next and sense check your strategy before budgets lock.

What is changing in 2027?

For years brands sold constant improvement, with more and more ways to buy better, do better, and be better. In an era of life-maxxing and information overload, “more” has started to feel like another demand. What felt aspirational yesterday feels like work today.

How will a brand stay relevant in 2027?

Give people permission to just be. Expert Outlook 2027 maps this shift and what it demands of brands in an overstimulated market. To help you plan, stress-test, and refine your 2027 strategy against these shifts, we're giving you a 72-hour pass to the Expert Outlook 2027 Experience.

Your pass lets you

Understand the primary 2027 audience shift

Explore the cultural change shaping what people will want and expect from brands in the year ahead.

Put your strategy to the test with Instant Analyst

Ask questions about your 2027 plans or your audience and get analyst-backed answers in seconds.

Explore 15 sectors through 50 global experts

See how the shift is playing out across industries with perspectives from 45 sector specialists and 5 macro cultural experts.

Built on uncompromising rigour

  1. 50 experts across 15 sectors

    Expert Outlook brings together specialist perspectives from across sectors, audiences and regions, to capture how change is taking shape around the world and across generations.

  2. 85+ hours of research and analysis

    Expert interviews are combined with desk research and thematic analysis to build the evidence behind Expert Outlook 2027.

  3. Evidence systematically analysed

    Our research team has coded and connected findings across the research to surface the patterns and behaviours that matter most for the year ahead.

Four friends wading into a lake at golden hour, two carrying inflatable rings

Proven track record

Now in its 13th year, Expert Outlook has helped brands and agencies stay ahead of major shifts in consumer behaviour.

In 2022

Anticipated how the affordability crisis would reshape consumer behaviour in 2023.

In 2024

Explored what the AI boom would mean for consumers heading into 2025.

In 2025

Predicted the pushback against AI slop and a growing craving for real friction in 2026.

Meet the experts

From sector specialists to cultural commentators, our experts bring first-hand perspectives on the behavioural and cultural changes taking place now, and where they could lead next.

The Authorities on Stillness

Five leading voices on the commercial power of doing less.

Dr Ana Andjelic

Dr Ana Andjelic

Forbes top 100 CMO

“You can train your agent on a taste filter, but that is where the randomness is lost. Ultimately, it will divide us again into two classes: the automation-poor and the automation-rich. Those who can afford time, effort and randomness and those who cannot.”
Read More
Sari Azout

Sari Azout

Founder, Sublime Internet Inc

“People are numb to empty promises. People are smart, and they are exhausted by being promised things that aren't true.”
Read More
Kyle Chayka

Kyle Chayka

Internet columnist at The New Yorker

“So much of our lives is mediated through things that we don't have direct access to. There's this urge to run away from all that and find the real-life things that we have started to fetishise: restaurants, concerts, stadium tours, parties.”
Read More
Dr Barry Schwartz

Dr Barry Schwartz

Father of choice overload

“When there are 2,000 kinds of jeans, even relatively trivial decisions become decisions about who you are as a person, a reflection of your identity, an ethical or moral decision. Suddenly, there are no longer any low-stakes decisions.”
Read More
Haemin Sunim

Haemin Sunim

Zen Buddhist monk

“People are aware they just want a simpler and more peaceful life. Rather than always trying to turn moments into content, or your second hobbies into money-generating side gigs, it's about doing things for the sake of their own doing.”
Read More

45 Global Sector Perspectives

Decades of collective foresight, mapping where brands can simplify and reduce expectation

Expert Outlook 2027

Claim your 72 hour pass to premium growth strategy

Sign up today to access the insights and pressure-testing tools needed to unburden your customer and secure your 2027 growth.

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Who are we and how can we help?

Canvas8 is a strategic insight partner grounded in a simple belief: the best decisions come from real human understanding, not another pile of data points. The problem with high volumes of information is knowing which parts actually matter. Having spent over 15 years building the world's largest archive of human behavior, we know where a behavior came from, where it is going, and what a business should do about it now. That's how we help more than 200 clients worldwide make better decisions.