Mumbai: GIPSI, the HI + AI insights division of Tonic Worldwide, has released inSIGHT 2026, the second edition of its annual consumer trends and cultural intelligence report, spotlighting the quiet yet powerful shifts reshaping Indian consumers. The report uncovers evolving behaviours across wellness, technology, media consumption, parenting and identity, revealing how convenience, emotion and intentional choice are redefining decision-making in 2026.
One of the report’s most striking findings highlights how Gen Z is entering parenthood with fundamentally different mindsets. According to the study, 52% of Indian Gen Z parents already rely on AI over traditional search engines for parenting advice and decision-making, while 28% of Gen Z consumers say they buy into brands to become part of a community they build. The insight signals a shift beyond youth culture stereotypes, as Gen Z parents actively navigate screen ethics, emotional well-being and content quality for their children.
The report also captures how wellness habits are being redefined. Under the theme “Snooze is the New Booze,” GIPSI notes that mornings have emerged as the new social currency, driven by health-conscious lifestyles. In 2025 alone, searches around ‘Breakfast Clubs’ crossed 28.8 million, while interest in non-alcoholic beer surged with 25.7 million+ searches. Fitness-led social signalling continues to grow, with running-related Reels generating 551K+ engagement as rest and activity become actively tracked, optimised and shared.
Another key trend outlined in the report is the transition from Artificial Intelligence to Artificial Emotion (AE). With 175 million+ total engagement on top Reels around AI girlfriends and boyfriends, the report points to AI evolving into emotional companions, therapists and well-being monitors. Notably, 18–25 year-olds account for 36% of AI users leveraging it to monitor or improve their well-being, highlighting how emotion-led AI is changing consumer expectations and ethical considerations.
Consumers are also increasingly pushing back against algorithmic control. Under “Dodging the Algorithm is the New Sport,” GIPSI reports 4.6 million+ engagement on Reels related to ‘Bloom Scrolling’, alongside 114 million+ global searches for ad blockers and 8.5 million+ YouTube views on resetting social media algorithms. These behaviours point to a growing desire to reclaim attention, choice and control in digital spaces.
Wellness convenience continues to dominate, with the report noting a 75% rise in searches for glutathione tablets between 2023 and 2025, and a 67% year-on-year increase in interest for next-generation weight-loss drugs such as Tirzepatide. Ozempic-related content alone has crossed 437K+ Instagram posts, reflecting how palm-sized solutions are replacing elaborate wellness routines.
The report also introduces the rise of the “Queenager”—women over 45 who are digitally savvy, influential and highly intentional. With 50% AI adoption, 34% using social platforms for inspiration, and 29% seeking like-minded communities, Queenagers represent an overlooked yet powerful consumer cohort combining purchasing power with cultural influence.
Speaking on the findings, Anjali Malthankar, Global Strategy Director and GIPSI Co-head, Tonic Worldwide, said, “With GIPSI inSIGHT 2026, we wanted to move beyond surface level trends and decode the deeper shifts shaping consumer behaviour today. From the rise of Artificial Emotion and Gen Z stepping into parenthood, to consumers actively dodging algorithms and redefining wellness, this report reflects how people are reclaiming control, choice and meaning in their lives. Our hope is that these insights help brands re-look, re-discover and re-align with a consumer who is far more intentional, emotional and evolved than ever before.”
Unmisha Bhatt, Co-founder and Chief Strategy Officer at Tonic Worldwide, added, “The second (2026) edition of GIPSI inSIGHT captures the tensions and contradictions brands must navigate. These aren’t distant trends; they’re immediate realities reshaping how businesses must think about relevance, innovation and growth. Whether it’s addressing the rise of Gen Z parents or understanding algorithm resistance, the insights in this report are built to drive real business decisions, from product development to campaign. We’re excited to see how brands will respond to these evolving consumer truths and transform them into meaningful market moves.”
The GIPSI inSIGHT 2026 report is built using GIPSI’s proprietary HI + AI methodology, triangulating multiple data points through a 360-degree analytical framework to deliver actionable, future-facing consumer intelligence for brands navigating an increasingly complex marketplace.
