Contagious unveils 45 brands shaping 2026

The selection covers startups and multinational companies across sectors, with themes including media fragmentation, artificial intelligence, the creator economy and worldbuilding.

Contagious has released its Contagious Brands Report 2026, highlighting 45 brands from around the world that challenge category conventions and seek to stand out in crowded markets.

The report examines how brands are creating experiences, communities and cultural relevance alongside their products and services.

Brands turning products into experiences

Sunil Bajaj, Lead Brand Analyst, Contagious: "What unites many of these diverse brands is that they have found success by moving away from simply manufacturing products or providing services. Instead, they're creating experiences that surprise and delight. And rather than focusing on serving individual customers, they’ve considered how they can better benefit communities and bring people together. Because, in 2026, you can’t just be a Contagious brand by selling stuff alone, you have to make people want to spend time with you."

The 45 brands are grouped into nine areas: Destination Designers, Everyday Magic Makers, Product Innovators, Creator Makers, Gen Z Magnets, Worldbuilders, AI Pioneers, Community Builders and Value Champions.

Retail, products and creator-led brands

Destination Designers focuses on brands reshaping physical spaces into destinations. The group includes Kura Sushi in Japan, Dick’s Sporting Goods in the US, Gentle Monster in South Korea, Games Workshop in the UK and Miniso Land in China.

Everyday Magic Makers features brands applying distinctive design, science and marketing to everyday categories. They include Scrub Daddy, Bustanica, Fishwife, Bold, Dr Squatch and Kurand.

Product Innovators includes Ather Energy, SharkNinja, Loop, Starface, Oura and Octopus Energy, spanning electric mobility, consumer technology, personal care and energy services.

Creators, Gen Z and brand universes

Creator Makers highlights Starbucks, Nykaa, Currys and Grillo’s Pickles for their use of employees, customers and other everyday people in brand content.

Gen Z Magnets includes Bathu, BuzzBallz, Poppi, Buldak and Luckin Coffee. The brands use approaches ranging from cultural identity and distinctive packaging to entertainment and product trends to engage younger consumers.

Worldbuilders includes Vacation, Jellycat, Clash of Clans, Mixue Ice Cream and Fanatics. These brands extend beyond individual products by building broader fictional, cultural or entertainment ecosystems around them.

AI and community-led brands

AI Pioneers features Xpanceo, Zapia and Runway. The companies cover smart contact lenses, AI-powered personal assistance and AI video creation.

Community Builders includes GTA Online, Substack, Hello Tractor, Hubla, Letterbox and Tecate. Their approaches range from multiplayer entertainment and publishing to agricultural services, creator monetisation, social networking and cultural positioning.

Value becomes a brand proposition

Value Champions focuses on brands responding to changing consumer spending patterns. The category includes Back Market, Vinted, Skinny, Cheaf and Mercado Libre.

The report positions these brands as examples of how companies can compete through value, community, entertainment, distinctive experiences and product design rather than relying solely on traditional category conventions.

The full report can be accessed here

www.contagious.com

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