Reclaiming Culture: The Year of Reading

In this three-part series our trend experts explore how consumers are reclaiming culture through reading, listening and crafting. 

Reclaiming Culture Series: Three Ways Consumers Are Taking Back Their Attention 

For over a decade, algorithms have shaped how we discover culture, providing endless personalisation through curated feeds, playlists and recommendations. Yet as platforms have optimised for engagement, culture has become increasingly homogenised. 

In response, consumers are seeking more intentional, participatory ways to spend their attention, gravitating towards activities that offer depth, discovery and self-expression beyond the scroll. This three-part series explores three ways people are reclaiming culture through reading, listening and crafting. 

1. Part One: The Year of Reading
2. Part Two: The Year of Listening coming August 2026.
3. Part Three: The Year of Crafting coming September 2026

Part One: The Year of Reading

The reality of reading today is marked by a paradox. Research suggests attention spans are shrinking, reading enjoyment among children is declining, and literacy scores are hitting historic lows. Yet books are experiencing a cultural resurgence. Physical book sales remain strong, book communities are thriving, and younger generations are increasingly seeking more intentional relationships with screens. 

Together, these seemingly contradictory signals reveal a growing cultural desire to reclaim reading as an antidote to distraction, a way to rebuild focus and deeper engagement in an increasingly fragmented world.

This renewed appetite for reading is reflected in cultural initiatives such as Book of the Month’s “Nobody Reads Anymore” manifesto and the National Literacy Trust’s National Year of Reading 2026 campaign. Both of which position reading not just as a pastime, but as a vital cultural and social practice worth protecting and reclaiming.  

Within this broader reading renaissance, several emerging themes are revealing how consumers are rediscovering books, rebuilding reading habits and reshaping what it means to be a reader today. 

1. The Rise of Romance

Romance is rapidly becoming one of publishing’s biggest success stories. Its popularity has surged alongside the rise of internet dating, offering readers an escape from the ambiguity and complexity of modern relationships. The genre has also evolved to reflect changing social attitudes, with greater LGBTQ+ representation and a broader range of voices attracting a new generation of readers. As demand grows, romance-only bookshops are opening around the world, transforming the genre from a publishing category into a cultural community.

2. Literary Leisure 

Literary leisure is emerging as a defining cultural behaviour as intellectual hobbies move into the mainstream, transforming reading, discussion and learning into shared social rituals. Book clubs are gaining renewed cultural traction, from celebrity-led initiatives like Dua Lipa’s book club to brand programming, such as Miu Miu’s Literary Club at Milan Design Week. A broader appetite for idea-led communities and collective cultural engagement is emerging.  

3. Print Resurgence 

A desire for digital balance and analogue nostalgia is fuelling a slow media movement and a renewed appetite for print among younger audiences. Magazines are being reimagined for a new era, with titles such as Kurio, Anyway, and Kazoo capturing attention through bold design, niche interests and age-specific storytelling. In doing so, print is positioned as a curated, intentional alternative to digital saturation. 

What does this mean for the future of life at home? 

• As explored in our 2028 Home & Interiors macro trend, Seeking Self expect to see a renewed appreciation for library-like interiors and products, spaces and campaigns that support reading rituals, discussion, and cultural exploration.

• Romantic symbolism will extend beyond traditional relationships, from deep maternal connection influencing Mother’s Day 2028 to theatrical romanticism and storybook-inspired interiors shaping kids design for Spring/Summer 2028.

• Expect a growing emphasis on depth over distraction. As explored in The Digital Middle: 2028 and Boredom Builders: 2028 homes will increasingly incorporate screen-free spaces, analogue zones and intentionally low-tech moments. Together these spaces will support focus, concentration and sustained attention required for reading, learning and deeper cultural engagement.

Stay tuned for part two and part three!

Follow our Reclaiming Culture series as we explore how consumers are rediscovering reading, listening and crafting to build more intentional relationships with culture.