Up yonder in Canada there is

Up yonder in Canada there is a small creative agency called Arcade Studios and if they're not on your radar they should be because every year in the dead of winter they release Scan Club. This is technically a trend report, not a list of predictions, but it's unlike any other trend report I've ever encountered. In large part because of the way the information is organised. The 2026 edition just dropped and I would love to talk about it. So at its core Scan Club outlines five big behavioural shifts that will define the next 12 months. And in this edition those are improvisation, analogue romance, camp and lore. With each of the five projected behavioural shifts they break them down further into what's happening, why does it matter, and what this could mean. Why it matters and what it means for different groups. Because marketers will obviously experience a trend differently than creators or consumers. And then they do two things that I really like, which is that they include links to specific examples, almost like citations and give you access to a cyclopedic level Figma board where they've mapped out all their signals. These range from videos on social media to independent news outlets, legacy media and even LinkedIn posts. Get the sense they are always listening and watching. There are so many layers to the report and rabbit holes that I can see myself returning to this throughout the year. And some of the key themes from it that I'm planning as somebody who works in social media specifically is trusted narrators, making the mundane special proof of reality and our desire to be a participant in the culture we see around us. Scan Club helps you contextualize the early behaviours you're starting to notice and acts as a lens that ultimately brings clarity to multiple hypothetical versions of the future. If you work in social media, marketing or literally any creative field, consider this highly essential reading.