As we approach the end of 2025, the marketing world has already shifted its focus to 2026. Rapid advancements in artificial intelligence are fundamentally reshaping consumer behavior and content consumption habits. Google’s senior experts have shared the critical trends that will shape brands in 2026. As Marker Groupe, we have compiled these insights for you.
People Today Prioritize Experiences That Make Them Feel Good Instantly
As uncertainty rises, consumers prefer to live the day well rather than focusing on long-term goals.
Especially younger audiences are choosing instant rewards, small steps of achievement, and experiences that provide quick gratification.
What this means for brands:
- Restructure loyalty programs with smaller, more frequent rewards.
- Break the customer journey into stages that deliver a sense of “immediate satisfaction.”
- Create flows that deliver value along the journey instead of focusing only on the big finale.
Artificial Intelligence Is Completely Transforming the Consumer Discovery Journey
In 2026, search behavior is evolving from simply looking for information to a more creative discovery process.
Users are performing multimodal queries that blend text, visuals, and audio turning the search bar into a “creative canvas.”
What this means for brands:
- Adopt a Generative Engine Optimization (GEO) approach.
- Build a comprehensive library of creative assets that AI can understand and utilize.
- Move away from the “one campaign, one keyword” mindset and transition to AI-powered search campaigns.
Younger Audiences Now Demand Creative Participation
Gen Z and young adults no longer want to simply consume content; they want to be part of the brand’s story.
The growing “participatory content culture” on YouTube signals a shift toward stories that are not just watched, but co-created.
What this means for brands:
- Co-create content with your community.
- Provide raw creative materials that users can reinterpret.
- Collaborate more with YouTube creators.
- Use AI video production tools to gain an advantage in high-volume content creation.
Nostalgia Has Become Not Just Emotional, but an Economic Force
Nostalgia has become a powerful marketing tool, reflecting consumers’ need for identity and reassurance.
Nostalgia-driven campaigns can increase brand favorability by up to 20%.
What this means for brands:
- Review your archives: old logos, jingles, characters, packaging, etc.
- Reinterpret these elements with a modern touch.
- Instead of simply republishing old ads, redesign the past using new formats.
- Create content that can connect with multiple generations at once.
Sustainability Is No Longer Abstract It Must Be Communicated Through Tangible Benefits
Broad and vague sustainability claims like “We’re saving the planet” are no longer effective.
Consumers want practical, measurable benefits that directly improve their lives.
What this means for brands:
- Highlight concrete benefits such as energy efficiency, durability, and cost savings.
- Position sustainability as a smart choice rather than a sacrifice.
- Design communications that address real user needs.
- Avoid greenwashing by adopting a more transparent communication style.
The Key to Success in 2026
The year 2026 will be defined by AI-powered creative discovery, community-driven content production, and brand promises rooted in tangible benefits.
The core areas where brands will stand out:
- Experiences that deliver instant value
- AI-compatible content and ad structures
- Content co-created with communities
- Modern reinterpretations of the past
- Sustainability communicated through clear, measurable benefits
Brands that integrate these trends into their strategies today will gain a significant competitive advantage in 2026.ugünden stratejilerine entegre eden markalar, 2026’da rekabette güçlü bir avantaj yakalayacak.
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