Kantar’s Marketing Trends 2026 cuts through the noise so that CMOs can plan for brand growth with confidence.

The ten trends which will shape marketing in 2026.Experts at Kantar, the world’s leading marketing data and analytics company, have identified the ten trends which will shape marketing in 2026 in its annual Marketing Trends report.

Advertising has a huge influence on our lives. It is a cornerstone of our culture, with the ability to either reinforce or challenge societal norms. The industry is, therefore, in a privileged position when it comes to normalising sustainable behaviour.

The most successful brands, in a fast moving environment, are those that continually look for new opportunities, drive meaningful, sustainable growth, and shape the future of their categories and beyond.Outstanding Innovation is a celebration of brands that use innovation as a lever for growth, whilst also maintaining their brand equity.

With 2025 almost behind us, moving from hype to reality will require a focus on execution and infrastructure over excitement. This playbook provides an overview of both new and established methodologies for tackling the key brand challenges of 2026.

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