Trends matter because they explain why people are changing, not just what they’re doing. They sit in the space between what’s happening now and what’s about to feel normal, helping brands make sense of shifting behaviours, expectations and priorities before they fully settle in.
In 2026, that clarity matters more than ever. Brands aren’t short of options or opportunities. They’re short of focus. Understanding the right patterns helps brands decide what’s worth acting on, what to ignore and where to put their energy to create real relevance and impact.
These ten trends are the ones we’re seeing repeatedly in real client work. Practical signals that can help brands make smarter decisions as we head into 2026.
1. The human touch matters most in an AI-first world
AI is everywhere. Faster, smarter and increasingly invisible. As automation takes care of functional tasks, the real value shifts to what humans do best: judgement, taste, craft and personality. Tone, warmth and instinct still matter. A great example of this in action is the recognition recently given to headline writers, including The Sun’s front page team, for their wit and human flair. This serves as a reminder that creativity can still cuts through in ways AI can’t replicate.
2. The here-and-now mindset: short-term feel-good wins
Long-term goals feel harder to commit to in an unpredictable world. Instead, people are focusing on small, achievable moments of joy. Brands are responding by rethinking loyalty and rewards – favouring instant emotional payoffs over distant benefits. Little wins now beat big promises later.
Brands such as Lidl, Octopus Energy and Vitality have been praised by consumers for weaving these moments into essential, ongoing expenses. Using simple, tangible rewards like baked goods, free coffees and cinema tickets, turns necessary spending into something that feels immediately rewarding.
3. Retail therapy evolves into retail joy (with intention)
People are still savvy and selective, but they’re ready to spend again when it feels justified. Shopping is becoming more emotional and more considered. The little moments of joy matter, but the emotional part of the decision must feel like it has a strong rational part, to make it feel good. Online retailers like ASOS are doing this well, balancing the joy of buying something you love, with a discount code but knowing you have a clear, fair returns model. Flexibility remains, but boundaries are clearer, making spending feel both enjoyable and responsible.
4. The return of brand swagger
After years of playing it safe, brands are backing themselves again. Clear opinions, strong creative choices and less apologising are back. Swagger doesn’t mean arrogance. It means confidence and clarity. Ryanair and Aldi continue to prove that knowing exactly who you are (and sticking to it) builds trust and loyalty.
Aldi’s playful but pointed parody campaigns (from product lookalikes to tongue-in-cheek legal disclaimers) communicate value without defensiveness. The humour signals confidence. Aldi doesn’t need to claim superiority, just equivalence at a lower cost. They own it time and again and more and more brands are following suit of just ‘being themselves’ consistently.
Check out a recent campaign from us for Aldi Scotland where we made a bid to raise awareness of St Andrew’s Day with an ‘Andrew approved feast’ – surveying Andrews, Andys and Drews across the country on their favourite festive flavours.
5. The big simplification
Life is complicated enough. Brands that reduce friction will win. A great example is the rise of simpler ranges, clearer language and transparent choices which make people feel calmer and more in control. M&S’s “Only… Ingredients” range strips products back to their essentials, turning simplicity into a premium experience. From one-ingredient cornflakes to brands that make processes easy, keeping it simple is in.
6. Sustainability shifts from virtue to tangible value
Big sustainability claims are losing impact. What matters now is usefulness. Durability, efficiency and real-world benefits speak louder than slogans. Brands like Vinted and Octopus Energy lead with practical outcomes – saving money, smarter usage – letting sustainability prove itself through everyday value.
Even big energy companies are increasingly pulling back from big, headline-grabbing sustainability pledges (like net-zero by 2030/2050 or massive renewable energy shifts) and instead reframing those promises to more measurable actions.
7. It’s not B2B or B2C – it’s business-to-human (B2H)
It’s so simple, but it’s something that many brands forget: regardless of whether selling to businesses or consumers, ultimately decisions are still made by people. People with pressures, emotions and limited attention. Brands that communicate clearly, empathetically and without jargon feel more human – and more trustworthy.
Check out our blog on B2H here.
8. Age is increasingly just a number
Traditional life stages matter less than mindset and relevance. Aspirational ageing is about energy, curiosity and cultural connection. And for younger audiences it’s about making people feel seen and heard. Spotify understands this notion of age inclusivity well, bringing people together through taste and shared moments rather than rigid demographics.
9. Participation is the norm
People no longer just watch brands – they expect to participate in them. From digital engagement to real-world experiences, participation deepens emotional investment. McDonald’s Secret Menu taps into this by inviting fans to hack, share and shape the brand themselves, bringing unofficial menu creations into the mainstream this January. Meanwhile, MyProtein continues to understand this trend, regularly activating interactions that manifest with physical communities, showing how brands can go beyond transactions, turning customers into active contributors rather than passive audiences.
10. The un-boring of ‘boring’
There’s no such thing as a boring brand anymore. Everyday jobs, processes and skills are being reimagined through personality and pride. From pipe unblocking to baked potatoes, anything can be content if it’s human and done well.
These trends point to a clear opportunity for brands in 2026: be human, be confident and make life feel a little easier. When brands understand what people are feeling, not just what they’re doing, they’re better placed to create ideas that feel relevant, not random.
Trends are only useful if you do something with them. If one of these feels relevant to your brand, we can help translate it into something meaningful for your marketing in 2026. Get in touch.
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