Kantar, the marketing data and analytics company, have identified ten trends which will shape marketing in 2026 in its annual Marketing Trends report.
“2025 taught the industry new tech fundamentals, proving that technology like Generative AI can help marketers understand people better and make smarter decisions to drive growth and value for their brands,” said Kantar Australia’s managing partner of consulting, Mark Kennedy.
“Now, AI agents, algorithm-driven recommendations and GenAI search are fundamentally changing how people interact with the world around them. When AI becomes the language that we all speak, ensuring that brands still create trusted and authentic human connection will be paramount.
“Our recent Kantar Global Monitor study reveals that Australians are increasingly focused on ‘a return to me’, seeking more optimism, wellbeing, enjoyment and more for their money, and that brands meeting these emerging cultural needs can command a six-fold growth advantage. Notably, time (37 per cent) is a more precious resource to twice as many Australians as money (20 per cent).”
According to Kantar, the ten global marketing trends that will shape 2026 are:
- AI agents at scale: Around 24 per cent of AI users already leverage an AI-powered shopping assistant. As people increasingly brief agents to sound out products and influence what they buy, brands will need to actively serve these non-human consumers while continuing to persuade and entertain humans through traditional channels.
- Human connection through machine selection: If the model doesn’t know you, it won’t choose you. In 2026, the CMO’s job will be to make sure their brands are present in the content AI models learn from. That way, when people ask for a recommendation—be it a recipe, how-to guide or review, the right brand appears. This will require a focus on Generative Engine Optimisation (GEO) as part of their marketing strategy: the strongest brands will be those that shape the story AI is telling.
- Synthetic data, augmented audiences: Augmenting audiences with AI will deepen marketers’ understanding so they can strategise more effectively, but this will strongly depend on data quality. 2026 will see technologies like digital twins evolve, as well as the rapid integration of text, voice, image and virtual reality. To get ready, the organisations will need to develop robust capabilities, strong guardrails and work with trusted partners.
- Transform creative optimisation into creative intelligence: With 74 per cent of global marketers excited about GenAI, the next step is using it where it counts. CMOs need to test and learn to ensure their creative captures attention, stirs emotion, and affects purchase intent. That requires high quality, trained datasets for creative effectiveness and a human touch to bring authenticity.
- Enjoy each day with a treat: ‘Treatonomics’ is about injecting optimism and control through small pleasures. With major life milestones out of reach or undesirable, people mark ‘inchstones’ just to have something to celebrate. Kantar’s Global Monitor reveals that nine in 10 Aussies are likely to treat themselves to small indulgences in the next 12 months and Finding Financial Freedom shows 75 per cent are seeking ‘happiness versus the hip pocket’—financial and lifestyle outcomes delivering on their quality-of-life quest. CMOs should ask if their brands are meeting Australians where they are, so they can create joy through everyday moments.
- Experiment to accelerate: innovation as an engine for growth: Innovation is a proven multiplier, with disruptor brands creating $6.6 trillion in value in the past 20 years, yet businesses playing it safe in 2026 will find this comes at the expense of future growth. Brands will succeed when they make experimentation their default. Embed a culture of smart risk-taking, where teams have permission to push boundaries, exploration is structured, and experimentation is rewarded. Crucially, innovation must be brand-led, not tech-led, rooted in what a brand stands for and in consumer motivations and tensions.
- Brands at the crossroads: authentic inclusion drives growth: Inclusive marketing is expansive marketing: 65 per cent of people globally value companies who promote diversity and inclusion, up from 59 per cent in 2021. In 2026, future-forward brands will leave behind the performative messages of the past and double down on inclusive innovation, culturally fluent programmes and authentic representation internally and externally. In a climate of backlash, brands must lead with certainty and act clearly on the values they stand for.
- The growth of Retail Media Networks (RMNs): RMNs are becoming central to reaching shoppers; a net 38 per cent of marketers globally plan to increase RMN investment in 2026. RMNs are high performing, delivering 1.8 times better results than digital ads, and nearly three times better purchase intent. Brands and retailers will need to collaborate closely in 2026 to create consumer-focused advertising, with success hinging on data integration from different retail touchpoints.
- Time for creators to earn their place at the effectiveness table: A net 61 per cent of global marketers plan to increase their investment in creator content in 2026, so the pressure to show ROI and brand-building impact grows. Coherent, cross-channel ideas are 2.5 times more important to campaign success than a decade ago, but only 27 per cent of creator content ties strongly to the brand. 2026 needs a shift from isolated creator executions to long-term creative platforms which align brand and creator-led content. For CMOs, that means setting clear guardrails and success metrics with creators so they can do their own thing in an authentic way.
- Micro-communities, a major force in social media marketing: Algorithmic feeds reward generic, sales-heavy content. Faced with crowded and impersonal spaces, people are moving towards micro-communities where they can belong in a more meaningful way. Authenticity and relevance will drive more engagement than reach, so brands will win by showing up with tangible value and consistently and authentically engaging with people’s interests.
“Success must be built on a foundation of high-quality and responsible data, backed by innovation and experimentation,” added Kennedy. “The brands that thrive in 2026 will be those that use technology to drive creativity, inclusivity and growth but don’t lose sight of what makes them different.”
