Trends Snapshot: What will drive growth in 2026?

Marketing is entering 2026 with no shortage of ambition, but plenty of uncertainty. Channels are fragmenting, discovery is being reshaped by AI, and measurement is under more scrutiny than ever. The 2026 Trends Snapshot brings these shifts into focus, cutting through hype to show where teams should double down and where old assumptions no longer hold.

This is not a set of predictions for prediction’s sake. It is a practical view of what is already changing across retail media, loyalty, discovery and measurement, and what marketers need to do now to stay ahead.

The questions the report answers

• Will marketers finally solve John Wanamaker’s adage that half the marketing budget is wasted?
• Why is retail media reaching a crossroads, and what separates full-funnel leaders from the rest?
• How are loyalty programmes evolving from passive earn-and-burn to active engagement engines?
• How does discovery change when AI tools compress search and reduce brand visibility?
• Why is MMM back in favour, and what needs fixing before it can be trusted?

Across each theme, the report pairs a clear market shift with a simple readiness lens, outlining what to prioritise as budgets, signals and shopper behaviour continue to converge.

Who it’s for

The report is designed for senior marketers, commerce leaders and agency teams who want clarity, not noise. If you are planning for the year ahead and need sharper answers on where growth will actually come from, this report is a strong starting point.

Explore the full 2026 Trends Snapshot