At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audiences. Penguin Random House Consumer Insights is excited to present Moments Spring 2026, a report that anticipates consumer sentiments and behaviors we may see during the coming quarter.
Looking at buying trends in the beginning of 2026, we’ve noticed a few key themes that will inspire and inform consumer attitudes in the months to come: With the 250th anniversary of the Declaration of Independence coming this July, consumers are reflecting on the stories we tell about America’s past as we begin to write the future; love, sex, and dating are as complicated as ever and inform readers’ relationships with romance reads; and while some feel a sense of dread at impending dystopia, some are able to marvel at the resiliency of the human spirit.
Moments Spring 2026 explores a few key themes:
- America at 250: As America approaches its semiquincentennial, many Americans are feeling distrust toward our public institutions, and national pride has slipped to a record low. This Moment explores what America represents today—identity, opportunity, history, protest, promise, and community—and considers how books are intertwined in the nation’s fabric, helping readers connect with these dimensions of America.
- Single and Ready to Mingle: Singles are increasingly feeling dating burnout and dating app fatigue. Some singles are opting out of dating to rest and to focus on self-improvement and the friendships they already have. Others have found safety in embracing more traditional relationship values, like conventional gender roles and marriage interest. Other singles are rebuilding their capacity for connection by embracing fluidity, expanding definitions of attraction, and forming relationships that reflect what they want—not what’s expected.
- Wary Wonder: In this cultural moment, human innovation and creativity collide with hesitation about the consequences of such rapid change. A majority of Americans say they interact with AI several times a week. However, 50 percent of Americans are more concerned than excited about the increased use of AI in daily life. One major concern is that AI may deplete our ability to think creatively and may weaken critical reasoning skills. At the same time, there are indicators that rapid technological innovation intensifies our yearning for human-made art and content. Others are deeply concerned by AI’s negative environmental impacts. As change (consumption, technology, etc.) continues to happen rapidly, it’s refueling awareness and curiosity about our relationship with the natural world. In a sports-focused year, technology will also enter the cultural conversation as a tool that amplifies—rather than replaces—human potential.
What Is Moments?
Moments summarizes a quarterly report highlighting a series of macro trends to illuminate the consumer mindset for the upcoming quarter. Ideally, these trends fuel new marketing, sales, and even editorial opportunities that follow readers’ lead, based on what they’re thinking and feeling. The Consumer Insights team creates Moments using a diverse array of trend sources and sales analysis; they also collaborate with backlist sales experts and the metadata team.
If you have a current or backlist title that aligns with one or more of these trends or occasions, contact your marketing team for suggestions about ways to reach and engage consumers with relevant content from your book.