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In This Issue
1. A Call to Care
2. The Garden State’s
Bacterial Breakthrough
Client Testimonial
3. Podcast Preview
4. Marketing Trends That Are Changing the Game
FUTURE NOW Top Marketing Trends to Watch This Year
Succeeding in business these days requires more than just the ability to change. It requires the ability to change faster than your competition, your customers and your industry. And marketers are especially well-positioned this year to guide sweeping, technology- driven transformations in their businesses. First, marketers will help lead efforts to wring better results out of generative artificial intelligence (“AI”) apps. Merely achieving cost cuts with AI will no longer be enough. Instead, research shows that businesses must measure whether the new technology actually improves their marketing outcomes … that is, whether it attracts new customers and engages current ones more deeply. Also, public pushback against AI-generated content and services will grow, forcing
brands to develop transparency standards for explaining AI’s role in creating content and making decisions. At risk is not only a company’s brand value in the public eye, but also its ability to comply with new regulations from U.S. states, the European Union, China and South Korea. Second, while brands will continue to increase spending on social media influencers this year, they’ll set higher standards for trustworthiness, truthfulness and transparency. More influencers will be required to disclose paid relationships. Also, marketers will be monitoring their content even more closely for ethical breaches, misleading claims and offensive language. And finally, the potential health hazards of ultra-processed foods (“UPFs”) are likely to attract greater regulatory attention. As the U.S. Food and Drug Administration and the
World Health Organization move toward setting more specific, targeted definitions of various UPF product categories, policymakers are likely to restrict marketing of items considered especially harmful. Marketers will need to show how they are limiting exposure of vulnerable groups, such as children, to UPF ads. As you respond to these trends in 2026, take a moment to congratulate yourself for staying abreast of some of the most breathtaking business changes in memory. The opportunities (and threats) these trends pose will make 2026 a watershed year.
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