As comms teams get ready for 2026 planning, whether for reputation, brand or another business objective, a starting point is likely to be an assessment of stakeholder values and preferences as well as cultural trends. Also for consideration are contradictions between what target audiences say and what they do.
It is likely your research will yield opposing forces. When I encounter incongruities in my work in comms for healthcare companies and brands large and small, I look to the data –general and bespoke for the 360-degree view. Luckily, there are lots of good information sources out there such as the State of the Consumer 2025: When disruption becomes permanent (June 2025) from McKinsey, among others. And, of course, AI tools empower comms practitioners with highly targeted stakeholder data.
Here are a few trends to keep in mind as you shape your plans:
People are spending more time alone and online: This trend is unsurprising, especially given a news report I saw recently about how people are developing companionships with AI chatbots. An increasing number of people interact with AI all day and all night and when asked why, they say they prefer to engage with a machine. A published survey even showed 25% of young adults believe AI can replace traditional human romantic partners. What bigger issue does this trend suggest? Loneliness for one. The World Health Organisation (WHO) has declared loneliness a public health threat and launched a commission to address it. Research from the WHO indicates that around one in six people worldwide experience loneliness, which is linked to a higher risk of developing chronic conditions like cardiovascular disease and cancer. This trend communicates many things (for another column), but among them are platforms likely to be preferable for education and engagement. It’s no surprise then that podcasts (a platform I have found to be very successful for clients) continue to be hugely popular with 505 million listeners worldwide and room to grow.
Digital channels win users but not their trust: While stakeholders say that social media is their least trusted source and family and friends are their most trusted sources, social and digital channels are ‘always-on’ and do influence preferences. I recently saw a statistic that said roughly half of surveyed consumers in India research products on social media before they make a purchase. What does this tell us about planning? Digital content with authentic, trust-able voices is a must. So is personalised messaging across platforms–social media, influencers of different types, reviews and well-targeted visibility.
“Purpose” needs to be personal: My friend, the brand strategist Chip Walker, who wrote the book on purpose, says today’s consumers practice ‘oxygen-mask ethics’ – secure your own position before helping others. He goes on to say that stakeholders want brands and companies to make their world better, not just promise to fix the world. What does that mean for companies and brands? Balance brand purpose with tangible benefit for stakeholders. Chip says, “successful brands will connect higher purpose to immediate personal value, recognising that both capital-P Purpose and small-p personal purpose matter.”
Stakeholders around the world may not have a shared cultural frame of reference: Comms practitioners, whether working in-market or in global roles, have always kept local needs top-of-mind when creating and executing campaigns. This practice continues to be key. ‘Helicopter’ campaigns aren’t enough. Engagement requires a connection to the micro – local communities, cultures, influencers and content creators. Additionally, attention and attraction that sticks can’t only be bought – it needs to be earned and nurtured.
Human connection still matters: Given that people are inherently social beings, it follows that community and IRL experiences will be a huge factor moving forward in an AI-transformed (and transforming) world. What that says to me is that it will continue to be important for brands and companies to achieve a balance between the digitally-enabled and activities that bring stakeholders—both internal and external — together for experiences they can have in real life (if not in-person). Here’s a great article titled, Why human–AI relationships need schizoaffective alignment, published in Nature, if anybody wants to go deeper on this.
What’s the takeaway as you begin planning? Have a 360-degree view of your stakeholders and the world they live in. This is more do-able than ever with AI tools. Identify, recognise and build into your thinking the deeper currents that are shifting the sands of your business, brand and stakeholders. Then balance that against an honest inventory of your own purpose and business goals.
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