At the close of every year, we highlight the key events, brands and figures who truly made an impact and shifted culture beyond the timeline in our annual celebration, Best of Insights.

In 2026, culture has become even more fragmented, absurd and difficult to decode – from the Knicks’ long-awaited championship win and HYROX mania reaching its chaotic (and messy) peak, to Marks & Spencer’s viral food moments, such as its Yorkshire pudding wraps and gingerbread and white chocolate cookies, leaving Britons waiting to see what they’ll do next.

We’ll look at the viral events that became cultural moments and explain what the trends that dominated the feeds actually tell us about where people, brands and society are going.

Consider this your essential guide to the 2026 zeitgeist – a breakdown of the year's internet lore, cultural obsessions and standout brand moments. We’ll unpack not only what captured attention, but why it mattered and what these moments reveal about the ways people connect, participate, spend, perform and make sense of culture.