39% of Italians declare having economic difficulties, and the political and economic context leads 49% of them to have a pessimistic view of their situation. Consequently, one in two Italians does not feel inclined to indulge in pleasures or gratifications. A situation that affects summer holidays: the number of those who will not leave is growing (27%, +2% compared to 2025), while only 23% of families will travel abroad (-3%). These are some of the main findings from the YouGov Behavior change spring/summer report 2026 and Trend reality summer 2026 report surveys.
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The choice between Italy and abroad
The desire to contain spending proves central in the choice of destination. Data shows that 38% prefer Italy for economic reasons, although staying within national borders can hold surprises: 44% believe that traveling in our country can be more expensive than expected, a percentage that drops to 16% for foreign destinations, and it’s no coincidence that almost one in two (47%) Italians have already chosen foreign countries precisely because they are perceived as more convenient.
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New trends: from Nonnamaxxing to deinfluencing
The survey (1,037 respondents between July 9 and 10, 2026) also explores other trends: 59% of Italians prefer to focus on the present, while 36% declare themselves nostalgic for the past (+6% in the last six months). A sentiment that underlies a need that also influences consumption behaviors: trends like Nonnamaxxing (a lifestyle inspired by grandmothers to combat stress and productivity culture) and Analogue Economy value traditional rituals and offline activities to support mental balance constantly challenged by hyperconnection.
One of the most relevant trends of 2026 is therefore the return to simpler, more tangible, and reassuring experiences, which in our country translates into a lifestyle that prefers living better rather than living to the fullest. This explains the growth of phenomena such as deinfluencing, the distancing from social media’s consumerist impulses already practiced by 39% of Italians, and digital detox, with 33% stating they temporarily disconnect.
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