Summary
In 2026, marketers face three significant uncertainties that will shape strategy and growth. First, the AI boom’s economic impact could make or break consumer confidence and jobs if an AI market bubble bursts, forcing brands to show real value from tech. Second, the future shopper demands convenience, personalised experiences, and trust, shifting influence toward creators and local connections while scepticism of big institutions rises. Finally, growth hinges on smart innovation that tackles real consumer tensions rather than chasing fleeting trends, as people trade down basics for affordable indulgences. Brands must balance foresight with agility to thrive.
Marketing Week
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