🧭 Management Strategy · Trends
2026 Consumer Trends Special Lecture
⏱ Training hours2 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key OutcomeLearn a framework for applying trends when setting brand and organizational strategy
The 2026 Consumer Trends Special Lecture is a focused 2-hour corporate training course. It analyzes how AI-era megatrends are changing consumer behavior and predicts new consumption patterns built on emotion and trust. Using the HORSE POWER framework developed by John Kim, CEO of Nanum Consulting, you will learn the key megatrends of 2026 and, in the Human & Emotion module, see what the shift toward emotion-driven consumption really looks like. You will then work through readiness and speed in an age of uncertainty, and sustainable branding strategy built on restoring essence and trust, so you can design marketing strategies you can actually execute. From redefining the human role in the AI era to building trend-based business strategy, the curriculum gives you the key insights to stay competitive. It is proven by Nanum Consulting’s training experience with 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
Designed for marketing planners, product developers, executives, and other practitioners who need to anticipate shifts in future consumer behavior and build response strategies. Especially suited to corporate teams seeking to understand changing consumption patterns in the AI era and build emotion-driven marketing strategies.
What will you learn?
- Explore the human role in the AI era and the shift toward consumption centered on emotion, trust, and essence
- Connects to corporate marketing and branding strategy to design an actionable strategic direction
Curriculum
Module 1: HORSE POWER – understanding the 2026 megatrends
- The Year of the Red Horse (Byeong-o, 丙午) and the symbolism of the “Year of the Horse”
- Balancing accelerating AI with human emotion: the age of the Centaur
- What the HORSE POWER keywords mean
- People over technology: the global shift toward human-centered design
- How consumers’ buying criteria change after AI
- Exercise: “Spotting human-centered transformation signals in our industry”
Module 2: Human & Emotion – the shift to emotion-driven consumption
- Human in the Loop – trust built through human involvement
- Feelconomy – the era when emotion drives spending
- Empathy- and experience-driven branding cases (Apple, Musinsa, Handsome, and more)
- Designing the emotional journey (Expectation–Peak–Afterglow)
- Consumer emotion data: use and ethics
- Exercise: identify the “emotional triggers” of your own products and services
Module 3: Ready & Speed – readiness in an age of uncertainty
- Ready-Core – Why Scenario-Based Readiness Matters
- Assessing individual and organizational resilience
- Zero-Click Society – designing choices before the click
- A consumer experience built on “predict, recommend, automate”
- Case study: hyper-automated marketing at Amazon, Naver, and Coupang
- Exercise: complete a Ready-Core diagnostic for your organization
Module 4: Trust & Fundamental – restoring essence and trust
- Price Decoding – Clear Reasons Behind Every Price
- Health Intelligence HQ – data-driven health spending
- 1.5 Households – alone but together, at the “right distance”
- Fundamentalism – finding what’s real and essential in the AI era
- 3 brand principles for earning consumer trust
- Exercise: Define the “essence worth protecting” in your brand
Expected results / After the course
- Learn a framework for applying trends when setting brand and organizational strategy
- Build practical skills in turning trends into strategy and strategy into execution
On-site training references
NH NonghyupGyeonggi Business & Science AcceleratorKorea Ceramic FoundationKorea National University of Cultural HeritageKyungnam UniversityGyeongbuk Education Training InstituteDankook UniversityDaejeon UniversityPai Chai UniversitySangmyung UniversityAnsan UniversityChung-Ang UniversityCheongju UniversityChungnam National UniversityChungbuk Business Promotion AgencyKorea National University of Agriculture and FisheriesFederation of Korean IndustriesKorea Industrial Complex CorporationKorea Pharmaceutical and Bio-Pharma Manufacturers AssociationHanbat National UniversityKorea Maritime & Ocean UniversityBGFBGF CUOffice HubJ&B ConsultingEunpyeong Women’s Workforce Development CenterOne-Person Creative Business Center for Middle-Aged AdultsCUKDI School of Public Policy and ManagementLS Electricand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Designed for marketing planners, product developers, executives, and other practitioners who need to anticipate shifts in future consumer behavior and build response strategies. Especially suited to corporate teams seeking to understand changing consumption patterns in the AI era and build emotion-driven marketing strategies.
Rather than simply listing trends, the course uses an original framework, 'HORSE POWER', to analyze how AI speed and human emotion come together. Along with the symbolism of 2026 as the Year of the Red Horse, it offers practical ways to prepare for uncertainty, giving you insights you can apply to your work right away.
This is a 2-hour intensive special lecture organized into 4 core modules for efficient learning. Training costs depend on the number of participants and on-site delivery conditions, so please request a quote to receive a customized proposal.
John Kim has delivered consumer trend analysis lectures at many major corporations and public institutions. He is a proven expert who keeps receiving on-site training requests thanks to his recognized expertise in analyzing shifting consumer behavior and forecasting the future in the AI era.
2026 Consumer Trends Special Lecture
The 2026 Consumer Trends Special Lecture is a 2-hour intensive corporate training course that analyzes how consumer behavior is changing with the megatrends of the AI era and forecasts new consumption patterns centered on emotion and trust
Training objectives
- Explore the human role in the AI era and the shift toward consumption centered on emotion, trust, and essence
- Connects to corporate marketing and branding strategy to design an actionable strategic direction
Expected results
- Learn a framework for applying trends when setting brand and organizational strategy
- Build practical skills in turning trends into strategy and strategy into execution
Curriculum
Module 1Module 1: HORSE POWER – understanding the 2026 megatrends
- The Year of the Red Horse (Byeong-o, 丙午) and the symbolism of the “Year of the Horse”
- Balancing accelerating AI with human emotion: the age of the Centaur
- What the HORSE POWER keywords mean
- People over technology: the global shift toward human-centered design
- How consumers’ buying criteria change after AI
- Exercise: “Spotting human-centered transformation signals in our industry”
Module 2Module 2: Human & Emotion – the shift to emotion-driven consumption
- Human in the Loop – trust built through human involvement
- Feelconomy – the era when emotion drives spending
- Empathy- and experience-driven branding cases (Apple, Musinsa, Handsome, and more)
- Designing the emotional journey (Expectation–Peak–Afterglow)
- Consumer emotion data: use and ethics
- Exercise: identify the “emotional triggers” of your own products and services
Module 3Module 3: Ready & Speed – readiness in an age of uncertainty
- Ready-Core – Why Scenario-Based Readiness Matters
- Assessing individual and organizational resilience
- Zero-Click Society – designing choices before the click
- A consumer experience built on “predict, recommend, automate”
- Case study: hyper-automated marketing at Amazon, Naver, and Coupang
- Exercise: complete a Ready-Core diagnostic for your organization
Module 4Module 4: Trust & Fundamental – restoring essence and trust
- Price Decoding – Clear Reasons Behind Every Price
- Health Intelligence HQ – data-driven health spending
- 1.5 Households – alone but together, at the “right distance”
- Fundamentalism – finding what’s real and essential in the AI era
- 3 brand principles for earning consumer trust
- Exercise: Define the “essence worth protecting” in your brand
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)