The Future Is No Longer Rumour | Six key documents for companies and brands
Holidays are coming, the end of the year, that time when we plan to get better organised but, let’s be honest, we know it won’t happen without the right information.
At Allegro 234, we wish for the toast to have substance, which is why this year we bring you not just one report, but a complete gift: six documents ready to use in 2026, one on macro trends and five with a sectoral focus.
Before going into each one, it is worth explaining how they are built. They all follow the same simple and useful logic:
It is not theory; it is a practical map to make decisions and grow with meaning.
2026 Macro-Trends
This document brings together the major movements that will mark the economy, consumption, innovation and branding in the coming months.
- People evolve towards active, conscious and participatory consumption as a standard.
- Industries are accelerating their digitalization and adopting sustainability and AI as infrastructure.
- Brands must act with transparency, consistency, and “end-to-end” expertise to be credible.
It’s the general map, the one that tells you, “where to look before you move.”
Trends by Economic Sector
Agriculture | Countryside, technology and food citizenship
It shows a sector that is no longer invisible and becomes culturally, socially and technologically central.
- Consumers want sustainable food without feeling penalized by price.
- The sector adopts AI, automation, and regenerative agriculture as its operational structure.
- Brands build trust through real traceability, visible origin, and human bonding.
The agricultural future is not only to produce more, but to grow better.
Drinks | Less volume, more experience
It reflects a very powerful cultural change: drinking is no longer just consuming, but experiencing.
- People drink less, but they seek meaningful, sensory, and social experiences.
- The sector innovates with light formats, low alcohol content and sustainable and efficient production.
- Brands go from selling bottles to designing rituals, learning, community and meaning.
Wine, vermouth and beer enter an era of conscious enjoyment and realistic narrative.
Luxury & Masstige | From Brightness to Purpose
It shows that luxury ceased to be a scream to become a whisper.
- People no longer buy status but emotional well-being, identity and depth.
- The sector grew moderately and was reorganized into absolute, accessible and masstige luxury.
- Brands differentiate themselves by purpose, sustainability, human experience, and real value.
The luxury that comes does not dazzle, it accompanies.
Professional Services | AI as a co-pilot of management
Consulting, engineering, architecture… The entire professional universe changes skin quickly, and here it is clearly dissected.
- Leaders use AI as a common tool that amplifies strategic judgment and decisions.
- The sector is digitizing and operating in omnichannel, collaboration and data as a base.
- Brands move from relationships to verifiable outcomes that build trust.
2026 does not reward the most traditional expert, but the most adaptable.
Finance with Values | Money also takes a position
The report shows that purpose-based banking is no longer an alternative: it is entering the mainstream.
- People prioritize financial decisions that are ethical, fair, and oriented towards future well-being.
- The sector integrates ESG, regulatory transparency and climate risk as the core of the business.
- Banking brands act as agents of change with real and measurable impact.
Capital can also take care of, regenerate and build the future.
Download the 2026 Macro-Trends Now
They are maps for decision-making, compasses for avoiding blind navigation, and a present -in every sense of the word- that we’d like you to enjoy, share, and use.
The 2026 Macro-Trends document is now available for download.
The other five, sector-specific and in-depth, are only given to those who request them, because some readings are not offered to everyone; they are shared with those who want to go further.
Take the first one, request the others whenever you want, and use them to question, plan and design 2026 with cool heads and hot ambitions. Read it with a good wine, a glass of brut champagne or, why not, a whisky that brooks no distractions.
