Five trends that will transform global marketing in 2026, according to WARC
WARC’s «Marketer’s Toolkit 2026» guides industry professionals on the challenges, opportunities, and rising trends in the marketing industry.
WARC has released a new edition of its Marketer’s Toolkit 2026 report, which identifies five forces that will reshape global marketing. The study paints a picture of the (exhausted) mood of the sector and the trends that will define brand strategies next year. Based on its GEISTE methodology—which cross-references government, economic, industry, societal, technological, and environmental factors—the research incorporates responses from more than 1,000 marketing executives and in-depth interviews with global leaders.
“Looking ahead to 2026, the only certainty is uncertainty,” says Aditya Kishore, WARC’s Insight Director. He adds, “Unpredictable tariffs, geopolitical threats, and economic instability are impacting consumer spending, lifestyles, and ambitions.” Our survey revealed that marketers’ optimism has dropped 11 points compared to last year, with 54% saying they expect things to improve next year, down from 65% in 2024. However, understanding changing consumer behavior and knowing how to adapt quickly to meet those needs could create new opportunities for brands in 2026.
Regarding this report for marketers, Kishore describes it as «a guide to understanding a rapidly and constantly changing world.» He adds, «It’s designed to bring clarity to the chaos and help marketers understand what’s really happening with people, brands, and technology, and what to do about it before they fall behind.»
Marketing Trends in 2026
1) The “Middle Class” is Shrinking
The report confirms a shift in the target audience: 73% of marketing professionals agree that the term “middle class” is losing its meaning and relevance as a commercial target, given the significant gaps in wealth, income, and spending habits. Consumption is becoming polarized: brands must choose between luxury and low-cost options and learn to manage the “affordability tension.” WARC advises strengthening the emotional connection and redefining strategies for specific groups that share characteristics, from affluent baby boomers to younger consumers, adapting to their purchasing priorities.
2) New ways of defining target audiences
Furthermore, 59% of marketing professionals consider segmentation based on age, income, or social class to be obsolete. Households are changing—more childless families, new forms of cohabitation, and redefined retirements—and with them, the purchase triggers. According to WARC, the key lies in challenging assumptions, adding flexibility to brand platforms, and identifying new entry points through behavioral research.
3) Investing in Creators
61% of marketers plan to increase their investment in influencers and content creators. However, their return on investment remains uncertain. CreativeX estimates that 45% of spending on influencer marketing is lost due to poor creative practices, and Kantar points out that only 27% of creator content effectively connects with the brand. To boost the impact of influencer marketing, WARC recommends aligning KPIs, professionalizing measurement with standardized metrics that measure true performance, and sharing audience intelligence between brands and creators to reduce volatility.
4) Consumers Seek Experiences, Not Just Impressions
Amid post-crisis fatigue, 78% of marketers are investing in digital channels and 74% in in-person events to offer audiences an emotional escape. The phenomenon aligns with the so-called «Escape Economy,» which McCann Worldgroup estimates will reach $13.9 trillion by 2028. WARC’s advice involves investing in immersive experiences, co-created with communities, and in consumption rituals that generate well-being and a great, memorable experience.
5) The Rise of GEO vs. SEO
The rise of AI is transforming internet searches. Only 11% of those surveyed say they are not worried; the rest are already working on GEO (Generative Engine Optimization) strategies. WARC suggests experimenting with AI, but keeping what works; measuring the real impact on the customer journey; and learning from past disruptions before redesigning entire funnels.
For brands and agencies, the Marketer’s Toolkit 2026 requires relearning the consumer map, continuing to focus on the emotional connection that impacts their memory, and rebalancing the mix between performance and experience. Redefining brand purpose will be key to connecting with an emotionally exhausted audience that is still searching for meaning and authenticity.
Source: www.marketingdirecto.com
