What really matters in 2026
As 2025 winds down, the trends, cultural shifts, and unexpected patterns that have re-shaped our work this year are already pulling 2026 into focus.
From our vantage point, the biggest changes ahead aren’t the ones grabbing headlines. The noise is all about AI and acceleration, yet the real movement in audience behavior is happening elsewhere — and most brands aren’t ready.
Trend 1
Research is shifting from measurement to meaning
The leaders we speak to have enough reporting. What they’re missing is an interpretation that helps them decide where to focus — and spend.
We see demand clearly moving toward insights that reveal why something is happening and what to do next, and away from dashboards that summarize what’s already in the rear view.
How to take action:
Invest in mixed-method research that explains behavior, not just counts it.
Get closer to audiences through interviews, observation, and contextual insight.
Replace static scorecards with regular insight summaries that drive decisions, priorities, and roadmaps.
Trend 2
The brand differentiator is trust, and it’s getting harder to come by
In 2026, the winning brands won’t be the loudest; they’ll be the ones we actually believe.
Consumers are weary of impersonal purpose statements that never make it off the website. They’re gravitating more toward human-to-human interaction and community settings (be it Reddit or IRL). Credibility will come from clear communication, consistent behavior, visible follow-through, and a heartbeat.
How to take action:
Tighten your value proposition: Make your promise specific, simple, and repeatable so people know exactly what you stand for.
Spell out not just what you do, but how you do it and what you don’t do. The clearer you are, the faster trust forms.
Think fewer big splashy campaigns and more human-rooted storytelling. Use subject-matter experts and community contributors to build credibility that can’t be faked.
Check it: Pull content from three different channels and hide the logos. Does it still sound like the same company in 10 seconds? If you can't tell, you have work to do.
Trend 3
A point of view beats polished sameness
From our work this year, it’s clear: Audiences can tell when thought leadership content is manufactured (cough, AI, cough). They’re responding to brands and leaders with a distinct voice and a point of view grounded in real experience.
The ones that break through will be generous, useful, specific, and grounded in lived experience, combining data with personal stories. Less “I’m smart,” more “Here’s what I’ve learned.”
How to take action:
Develop a consistent editorial POV anchored in what you’ve seen, learned, and proven.
Prioritize real value over volume — publish only when you have something that helps.
Build content around real voices inside the organization.
The Takeaway
Every choice you make will either strengthen or strain the relationships you rely on.
Lead with humanity, act with consistency, and say only what you’re prepared to prove.
That’s the real advantage in 2026.