CPG 2026

Regaining Human Relevance

Consumer brands were built to be close to people. They live in everyday routines, shape habits over time and earn their place through familiarity and trust.

Yet today, many of the world’s biggest consumer brands feel increasingly distant from the very consumers they were designed for.

This is the central irony facing the CPG sector: at a moment when brands have unprecedented access to data, technology and innovation capability, many have lost sight of the human behind the purchase.

Our new report outlines why growth will not come from incremental optimisation, but from re-centering brand building around the human, designing brands that feel intuitive, emotionally resonant and genuinely in tune with how people live today.

New Growth Levers Shaping Relevance in a Disrupted World.

The report explores four growth levers, providing a practical framework for brands seeking relevance, resilience and sustainable growth in the next era of CPG.