Katrina Dodd

4 minute read How people relate to media, ambition, technology and each other is changing. Katrina Dodd, Trends Editor at Contagious, shares on the tenshions that are reshaping consumer behaviour in 2026. Share this post Abundance isn’t always a good thing. We’ve never had more content, more convenience, more wellness advice, more ‘connection’. But somehow we’ve never felt less fulfilled.

Change The Ref / The Lost Class / Leo Burnett, Chicago / Let me just come right out and say it: The Lost Class shouldn’t be winning a Grand Prix at Cannes this year because, quite frankly, it’s a stunt that shouldn’t need to exist. But sadly, given the events in Uvalde, Texas, last month, the campaign’s message about the need for gun law reforms in the US is as important as ever.

Xbox Design Lab has scooped the Grand Prix in the Creative eCommerce category at this year’s Cannes Lions. The winning campaign, Design Labs Originals: the Fanchise Model, created by McCann London, allowed fans to custom-create and then market their own Xbox controller, with Xbox both amplifying their efforts and sharing the proceeds (at least some of them) from sales that they drove.