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3 marketing trends in 2026

In the new year, marketing will undergo a strong transformation — the roles of brands, creators, and the audience itself are changing.

Read about 3 trends in the post, and find the rest in the source.

Brands as communities


Consumers increasingly want to influence their favorite brands and be part of decisions — 75% of Gen Z and millennials note this. In response, companies involve the audience in creating products, content, and strategies, helping to build a strong community. For example, the large company Škoda invited members of the Car Talk community on Reddit to create a "Reddit version" of the Octavia, where fans of the model voted on everything from the engine to the interior trim.

Sovereign creator


Content creators are increasingly becoming independent media and businesses. 68% of users worldwide follow creators because they seem sincere and relatable. Brands that engage with creators as partners, not just promotional channels, and share their values will be in the most advantageous position.

Transformative experience


Today's consumers are not just looking for new experiences — they need an experience that will change them. According to 87% of respondents, the best experiences are those that make you feel change. Brands that help deliver such an experience will have special value.

Source: VML (eng)

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