Post by RTL Group

AI fatigue. Offline hobbies. “Pet parents”. The rise of localism. What do these trends tell us about audiences in 2026? For nearly 20 years, GROUPE M6’s advertising sales house M6 Unlimited has analysed emerging societal signals to identify the trends shaping consumer behaviour, media and marketing in France. In an interview with RTL Group, Annabelle Guilly, Director of Research and CSR at M6 Unlimited, shares insights from the latest edition of the 𝘛𝘦𝘯𝘥𝘢𝘯𝘤𝘦𝘴 study, exploring 𝘄𝗵𝘆 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻, 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗮𝗻𝗱 𝗵𝘂𝗺𝗮𝗻 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝗮𝗿𝗲 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴𝗹𝘆 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗶𝗻 𝗮𝗻 𝗔𝗜-𝗱𝗿𝗶𝘃𝗲𝗻 𝘄𝗼𝗿𝗹𝗱. 💬 “The more technology and AI become embedded in our societies, the stronger the need for emotional reconnection becomes,” explains Annabelle. What surprised her the most about the research process this year? “Several signals stood out to me, but 𝗽𝗲𝗿𝗵𝗮𝗽𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗶𝗻𝗴 𝘁𝗿𝗲𝗻𝗱 𝗶𝘀 𝘁𝗵𝗮𝘁 𝗵𝘆𝗽𝗲𝗿𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 𝘆𝗼𝘂𝗻𝗴𝗲𝗿 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀, 𝗽𝗮𝗿𝘁𝗶𝗰𝘂𝗹𝗮𝗿𝗹𝘆 𝗚𝗲𝗻 𝗭, 𝗮𝗿𝗲 𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝘀𝗲𝗲𝗸𝗶𝗻𝗴 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀 𝘁𝗼 𝘀𝗰𝗿𝗲𝗲𝗻𝘀. They are turning to analogue activities such as crosswords, puzzles, embroidery, knitting and crochet to escape digital noise and regain control over their attention. It represents a genuine reversal of expectations.” Read the interview and 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗿𝗲𝗻𝗱𝘀 𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝟮𝟬𝟮𝟲 via the link in the comments ⬇️