In the era of TikTok trends and always-on media, culture moves at relentless speed. For brands tapping into that cultural energy via creators can be revolutionary, or, if unmanaged, a minefield.

2026 is the turning point for brands to make sustainability a true driver of growth. Our latest guide reveals how leading brands are moving from asking ‘does sustainability drive growth?’ to ‘how do we make it happen?’, using evidence-based strategies tailored to their DNA and sector.

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.