The World in One City: Why Los Angeles Will Decide Whether Brands Win or Lose in 2026

Los Angeles is entering a three-year period unlike anything in marketing history. Between the 2026 World Cup, 2027 Super Bowl, and 2028 Olympics, billions in brand investment will flow through a single city. But while the attention and spending will be unprecedented, most marketers are still planning for L.A. using outdated assumptions.

ThinkNow’s new study, The World in One City, challenges those assumptions. The data shows that Los Angeles is not just diverse. It is structurally, culturally, and demographically different from any other U.S. market. And in 2026, brands who fail to recognize these differences will waste significant resources.

Key findings:

• More than half of Angelenos believe their city represents the future of the United States
• Only 37 percent feel accurately represented in advertising
• Nearly 70 percent say everyday diversity defines what L.A. is
• Trendsetting power is strongest in entertainment, food, fashion, music, and fandom
• Civic pride is high, but expectations of authenticity are even higher

If your brand treats L.A. like any other market, you will miss what truly drives cultural relevance and performance here. The city already lives in the demographic future the rest of the country is moving toward.

The complete findings are available in ThinkNow’s new strategic mini-report, including:

• Detailed identity insights
• Representation and authenticity expectations
• Trendsetting categories to prioritize
• Event-year behaviors tied to the World Cup, Super Bowl, and Olympics
• What this means for marketing, media, and creative strategy

Download the report to see the real Los Angeles, and to build campaigns that perform in 2026 and beyond.