Although the core principles of marketing are timeless, the tools we use and the way brands interact with its target audience are always changing. 2025 was the year that AI gained more traction than ever, and authenticity started to become the key to engagement. But what’s in store for 2026?
RED’s Digital Marketing Director, Nicole, looks at what we can expect from marketing in the coming year.
More authenticity on social media
People are craving real human interaction on social media. Polished posts with product specs are being replaced by customer feedback and straight-talking text that outlines benefits.
It has always been the case that consumers trust what ‘real people’ say versus brands, and as the social media space becomes flooded with content, it’s more important than ever to stand out with genuine content and personality.
Short-form video is also still dominating, but becoming more interactive, for example with polls, Q&As and live streams.
How can brands use this to enhance their marketing?
Get people in front of the camera! Whether that’s customers, employees (employee generated content is set to be a big hit this year), behind the scenes or influencers. Consumers no longer want to see flashy product videos, they want to see people like them.
Building trust with PR
Misinformation and ‘fake news’ is as prevalent as ever – but that’s where good PR comes in. Echoing the trends for social media, building trust means hearing from real people – customers, company leaders or employees.
Communications are also going beyond the traditional outlets. Depending on the brand, formats like podcasts and community platforms could offer new opportunities.
In terms of traditionally successful approaches, thought leadership is still on trend. However, it is heading towards a more laid-back and less ‘sales-like’ approach – it needs to be transparent and valuable to the reader.
Responsible use of AI
AI usage is on the rise, particularly with regard to in-house marketing teams. However, they should be used as tools to enhance creativity and efficiency, not to replace human connection and content.
Customers are becoming savvy to AI, and the tools aren’t evolving fast enough to fool people. Eventually we’re going to see some AI-fatigue if it is overused in marketing.
Tips for marketers for responsible use would be to use it behind the scenes, but not for public-facing work where possible – and to be transparent when using it.
Purpose-led brands and marketing
Consumers are looking for brands that stand for something, particularly the younger generations, who are building awareness on things that matter to them. Sustainability, diversity and CSR are important, and this extends to your marketing.
However, it’s vital that brands aren’t just using buzzwords and can show proof. Last year, we wrote a blog on greenwashing and the importance of using the ‘S-word’ correctly. Check it out!
Trends for marketing in 2026
The next year looks to be a progression of 2025, but with a greater need to be responsible, authentic and transparent with marketing.