2026 Marketing Trends: What major studies really say about the marketing landscape

Last month, we shared our analysis of 2026 marketing trends through 5 key directions to follow, designed as concrete levers for action for marketing teams.

👉 Read the article

This new article follows the same theme but takes a different perspective.

Less operational. More macro.

The goal is not to list new marketing trends, but to understand the landscape in which they emerge, based on the major international studies that currently shape the decisions of marketing leadership.

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Marketing entering a phase of refocusing

Across Europe, marketing leaders seem to share the same intuition: after several years of acceleration, experimentation, and tool stacking, marketing is entering a phase of consolidation.

The Past forward study by McKinsey, conducted among hundreds of European marketing leaders, shows that brand building has once again become the number one priority for 2026, ahead of product innovation or the activation of new channels.

The World Federation of Advertisers also observes a refocusing of priorities on consistency, effectiveness, and long-term value, rather than on the proliferation of tactical initiatives.

The dominant marketing trend is therefore not a technological disruption, but a shift in mindset : doing less, but better; innovating, but without losing the strategic thread.

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The return of branding as a strategic pillar

The marketing environment has become more complex, fragmented, and competitive. In this context, the brand is once again a cornerstone.

Branding is no longer approached as a simple image exercise, but as a strategic lever capable of:

• clarifying the value proposition,
• strengthening differentiation,
• building a lasting relationship with audiences.

The Marketing Trends 2026 report by Kantar indicates that 65% of people value brands committed to inclusion. This statistic highlights the importance of brands remaining consistent in their values and messaging to perform well.

An Australian study (source) also supports this point, with 96% of consumers believing it is essential for brands to “do good”, and 57% stating they actively avoid those that do not take a stand.

The brand is once again a strategic foundation, capable of creating continuity in an unstable environment.

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Trust: the new cross-functional marketing challenge

Marketing trends for 2026 cannot be separated from the global context.

The What worries the world study by Ipsos highlights rising economic, social, and geopolitical concerns in many countries.

In this climate, expectations of brands are evolving.

Trust is becoming a marketing asset in its own right.

Google observes, in its 2026 digital trend analyses, a growing demand for:

• transparency,
• accountability,
• consistency between words and actions.

Brands are no longer judged solely on what they say, but on the stance they embody over the long term.

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Performance, ROI, and marketing: a reconciliation that has become essential

Another key takeaway from recent McKinsey studies concerns the role of marketing in a company's revenue.

According to the article The CMO’s comeback, marketing departments are increasingly expected to demonstrate a measurable impact on growth, beyond just brand awareness or image.

Brand image is no longer at odds with performance; it has become a structural driver of it, provided it is aligned with business objectives, sales, and the customer experience.

This shift reflects a broader trend: marketing in 2026 is expected to deliver tangible value while maintaining its ability to build long-term meaning.

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Artificial intelligence: a strategic priority still under construction

AI is everywhere in marketing discussions, but studies show a persistent gap between intention and reality.

According to McKinsey, nearly 94% of European marketing organizations are still at a low level of maturity regarding generative AI, even though the most advanced companies are already seeing efficiency gains of over 20%.

The CMO Barometer, conducted among European marketing leaders, confirms this gap: 68% of CMOs recognize AI as a strategic issue but only 12% of executives expect agencies to truly drive AI skills. A sign that internal models, processes, and governance are still under construction).

AI is not just appearing as a trend to be activated quickly, but as a deep transformation project, blending governance, culture, and brand responsibility.

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Emotions, nostalgia, and culture: underlying drivers

Beyond tools and technologies, several studies highlight the growing importance of cultural and emotional dimensions.

Trend reports for 2026 from Google and WGSN identify nostalgia, the search for positive emotions, and the need for stability as key drivers of behavior.

These dynamics directly influence marketing trends: narrative choices, campaign tone, and visual aesthetics.

They serve as a reminder that marketing remains, above all, a mirror of social tensions.

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What this macro perspective changes for marketing strategies

By cross-referencing these major studies, several key takeaways emerge for marketing strategies looking toward 2026:

• Less fragmentation
• More consistency
• Stronger, more enduring brands.
• And marketing that is better connected to business goals.

The operational levers exist, and we have detailed them in our previous article, but they only truly make sense within this macro framework.

Marketing trends are no longer just tools to be activated: they reflect deeper trade-offs, tensions, and transformations.

For 2026, one thing is clear: marketing is less about trying to impress and more about building for the long haul.

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At Klox, this is exactly the perspective we champion: combining a high-level vision with the reality on the ground to build marketing strategies that are useful, consistent, and business-oriented.

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💬 Shall we talk about it? Book a free 30-minute consultation with a Klox expert to review your strategy.