Future in Flux 2026: Staying True — How Human Brands Endure

Introducing Our Latest Insight Paper

Change continues to shape the way people think, choose, and interact with brands. As 2026 approaches, one thing becomes clear: navigating the future requires clarity, sincerity, and a deeper understanding of what truly matters to consumers.

That’s why we’re excited to introduce our newest insight paper, “Future in Flux 2026: Staying True — How Human Brands Endure.”

This publication looks at how brands can stay strong and consistent amid rapid shifts, from the rise of AI to evolving expectations around value, identity, and authenticity.

Grounded in Upsize’s UPEQ framework, the paper explores the thinking, feelings, and behaviors that shape brand equity in Indonesia today.

What you'll discover:

• The enduring realities shaping brands in 2026
  How AI, market saturation, and tighter consumer budgets influence brand building.
• The redefined meaning of value
  Why emotional worth, taught spending habits, and value fluidity matter more than ever.
• What makes a brand endure
  A deep dive into Saliency, Relevance, Satisfaction, Accessibility, and Superiority — and how the strongest brands balance them.
• Stories from leading brands
  How names like Wardah, Garnier, Samyang, DANA, BCA, Mandiri, and BRI stay true to who they are while adapting to change.
• A framework for focused, enduring growth
  Clear directions to help brands grow with consistency and authenticity amid uncertainty.

And perhaps most importantly: fresh inspiration to sharpen your strategies and elevate your brand’s next move.

Get full access to the report by simply filling out your details.

Discover how to stay true, stay human, and stay strong — even when the future is still in flux.