Trend Report 2026

2026's D&AD industry trend report came at a crucial pivot point for creative work and the people behind it. As we grapple with a sea change across almost every aspect of the industry, the report interrogates the motivations behind work, and whether those motivations measure up. The art direction and design hinged this measurement of intention on a metaphor – is it a mirror or a window? Does this work, or trend, centre transparency at it's core, allowing the audience to see through it to a greater issue? Or is it a mirror, reflecting the maker back at themselves for appearance or vanity?