Cultural shifts and the new rules of influence 

March 25, 2026, at 11 a.m. ET/3 p.m. U.K.

In a world shaped by economic pressure, AI acceleration and constant cultural noise, audiences are becoming more intentional. They are moving away from passive consumption toward active participation. They are challenging impulse purchases, seeking deeper context before buying and placing increasing value on community validation and emotional relevance. 

In this session, TikTok and EyeSee explore what is truly shifting in consumer behavior and why these shifts matter commercially. 

Drawing from TikTok’s own TikTok Next 2026 Trend Forecast and simulated feed research conducted by EyeSee, we will unpack:

• Why authenticity and “real conversations” are replacing polished brand narratives.
• How discovery has become nonlinear, driven by curiosity and unexpected detours.
• Why purchase decisions are increasingly justified through emotional ROI, not just price. 

Importantly, this is not just about trends. 

We will demonstrate how the creator economy plays a measurable role in driving trust, brand consideration and purchase intent, turning cultural signals into commercial outcomes. Simulated feed research shows that creator-led content strengthens discovery, builds community connection and increases purchase intent compared to traditional brand communication. 

Attendees will leave with a clear framework for understanding how cultural shifts shape consumer behavior and how brands can turn those insights into action in 2026. 

What’s in it for me?

• A clearer understanding of what is truly changing in consumer decision-making.
• Insight into how culture and community shape commercial behavior.
• Evidence of how creator-led ecosystems influence trust and purchase intent.
• Practical guidance on aligning brand strategy with more intentional, value-driven consumers.
• A framework for connecting cultural intelligence with measurable business outcomes. 

Who is this for?

• Insights and research professionals tracking consumer behavior shifts.
• Brand and marketing leaders navigating the new era of consumers.
• Media planners and social strategists focused on performance outcomes.
• Innovation teams looking to align cultural trends with commercial growth. 

Presenters: 

	Ann Nguyen, global trends senior manager, TikTok Over nearly four years at TikTok, Ann has spearheaded projects that have captured global attention, including the annual TikTok Next Trend Report, the TikTok Small Wins SMB campaign featured in The New York Times and the What’s Next Shopping Trend Report. Before joining TikTok, Ann honed her expertise in music marketing, working with Do LaB, Atlantic Records and Pandora Music. Her passion for global influence and innovation drew her to TikTok, where she analyzes emerging trends, user behavior and cultural shifts, often informed by her own experience as a TikTok creator. Based in New York, Ann’s life is enriched by her dog, Teddy, who just turned six and her DJ career as Los Anngeles. Whether analyzing trends or celebrating small joys, Ann’s work is driven by curiosity and a belief in the power of creativity.
	Jacqueline Cervantes, global research and insights partner, marketing effectiveness research, TikTok Jaqueline Cervantes is a global research and insights partner on the marketing effectiveness research team at TikTok. Her work focuses on understanding creators, culture and creative on the platform to empower advertisers to win on the platform. Based in San Diego, Jacqueline loves learning new dance styles, catching sunsets with her dog Lucy and is on a mission to find the best California burrito in town.
	Milica Kovac, director of global business development, EyeSee Milica helps global brands understand how cultural shifts translate into measurable consumer behavior. With deep expertise in behavioral research and digital environments, she works at the intersection of culture, advertising, and commercial impact. Milica specializes in uncovering how evolving consumer expectations reshape the way brands earn trust and drive influence. She partners with platforms and leading brands to bridge cultural intelligence with behavioral evidence, ensuring that trend signals are grounded in real-world impact. Based in Belgrade, working globally, she’s an Iyengar yoga practitioner, passionate about alignment, mindful movement and the quiet power of a well-placed yoga block. Alongside deepening her practice, she explores amateur singing, seeing the voice as an integral part of the body-self and a natural form of human creative expression.