Marketing Trends for 2026: Authenticity, AI, and the Power of Discernment
We get to determine what feels true.
Our work centers on marketing that feels meaningful. We commonly talk about the importance of finding your “authentic voice” because authenticity is the feeling of resonance between you and your audience.
As AI becomes even more pervasive, “authenticity” will continue to be the marketing buzzword of 2026. As we move through this year, we’ll help tease apart what it really means, as many of our systems and tools continue to evolve. In addition to our insights, we’ll be interviewing members of our brand collaborative, including social media strategists, photographers, podcasters, graphic designers, etc.
In the face of tech overwhelm and deep societal divisions, we believe that 2026 will be about connection. There’s power in community, and when it comes to our marketing or programmatic offerings, there’s a need for experiences that bring people together.
As you begin to plan out your year, here’s what we see as the top trends shaping how you share and promote your work, including:
The power of discernment
The rise of empathetic leadership voices
The importance of experience-driven marketing
The pendulum swings back
In many ways, 2025 felt as defining as 2020. Without going down the politics rabbit hole, the early spring was a period of time when words — from “DEI” and “female” to “equity” and “community” — were being banned. Fear ran so rampant that organizations of all shapes and sizes were removing values from their mission statements and scrubbing targeted words off their walls.
At the same time, AI seemingly found its way into nearly every component of our day-to-day lives, including our work. While we continue to navigate our comfort levels with it, it has undoubtedly sped up processes and reduced barriers. When it comes to marketing, we saw solopreneurs who previously struggled with marketing overwhelm or imposter syndrome create content and promote their work with greater ease because it eliminated overthinking and questioning.
There are many unknowns to this year, but as we progress, we have the opportunity to discern for ourselves what feels right. So, while 2025 saw the pendulum swing to the extreme, we believe that it will start to come back to center in 2026, allowing us to choose what feels right for us and to leave behind what no longer serves us.
The power of discernment
More than ever, discernment is becoming an essential skill. As consumers and business owners, we’re constantly being asked to evaluate what’s true, what’s useful, and what’s worth our attention. This is especially true in our current environment, where algorithms and machine learning don’t prioritize our shared humanity.
When it comes to marketing, both creators and consumers are becoming more attuned to what feels hollow, automated, or disconnected. Whether it’s AI-generated visuals or a vague business development email, it’s increasingly clear when there’s a lack of intention behind it.
As you navigate these tools yourself, it’s worth remembering that your audience is doing the same. We’re not asking you to reject technology or AI outright, but to simply:
Choose when and how to use it
Ensure your content and materials align with your foundational brand and values
The rise of empathetic leadership voices
I’m a broken record on this topic, but I’m going to continue to beat this drum. Like our pendulum on AI and machine-generated content, there will be a righting in the dominant voices. And we’re already starting to see it.
People are seeking qualities of empathy, leadership through unity not division, vulnerability, and connection, particularly in light of what we’re seeing play out in our politics.
Finding your authentic voice and building the confidence to share your insights and opinions comes from having clarity and consistency. This starts with understanding your goals, audiences, and channels — and then determining your topics, tone, and the vehicles you use for your thought leadership.
As our systems and structures come down, there will be a point where they need to be rebuilt, and to do it more humanely requires us to build that confidence and elevate our voices.
If you’re feeling unsure what that looks like for you, we have the tools to help you build that muscle and create intention around your content.
The importance of experience-driven marketing
When we think about branding, it’s more than the logo you use or the colors you choose; it’s about the holistic experience you create.
Branding is the foundation from which businesses and entrepreneurs tell their story. In this phase, where connection is key, our brands can live beyond marketing that feels like a one-way conversation. We get to be intentional in thinking about the experience we’re creating at every point of the customer journey.
How do people value our work? Or how do we want them to value our work?
Are there opportunities to build connections with people in a more meaningful way?
Are there offerings or experiences that could represent a physical manifestation of your work and values?
We’re predicting that 2026 will be a transformational year. As consumers, entrepreneurs, and humans, we’ve seen the extremes, and we get to choose what feels true and aligned for us individually (dare I say, what feels “authentic”).
Like everything, it is an evolution, and we’re here for it — and we’re here to help you through your journey so you’re showing up with confidence and clarity.
