Beyond the trendline

2026 was billed as the year of transformation; AI has been everywhere, hyper-personalisation was the trend, and seamless digital experiences were the expectation. But as the dust settles, one truth remains: Global trends don’t translate equally across markets. Cultural norms, economic realities, and infrastructural gaps mean that what appears to be a global wave can, actually, break differently on local shores. This is something to consider as we step into 2026; are you blindly following a trend when you should be designing a strategy grounded in proven context? 

Here are some of the top findings of 2026 from WIN members across the globe, that challenges the trends that marketers can learn from.  

AI is the new playground – but not everyone is playing 

AI dominated headlines and boardroom conversations in 2025. From predictive analytics to generative content, it promised speed, efficiency, and innovation. But in reality? Adoption is uneven, many are underdelivering on ROI, and in some markets, there is a continuous sense of caution.  

In Japan, cultural attitudes toward technology mean slow progress. Chie Michihiro, Executive Researcher at Nippon Research Center, explains that “adoption has been slower as people take time to grow comfortable with AI in the region – with the market still waiting for its breakthrough moment.” 

This is contrasted in Australia, where Sally Joubert, CEO of Luma Research, predicts “true differentiation will come from human intelligence. Nuanced storytelling, cultural interpretation, and ‘human in-the-loop’ approaches will dominate in the Australian market, grounding in technology in meaning rather than hype.” 

In Latin America, the challenge isn’t enthusiasm, but a lack of infrastructure. Urpi Torrado, CEO of Datum from Peru observes that “the uneven pace of digital transformation is due to many organisations still bridging the gap between traditional research methods and new digital tools.” Low spending capacity widens this gap, making AI adoption a slower and more complex journey.  

These differing regional experiences show that AI isn’t just a universal shortcut or a wave that everyone is already riding. Before investing, markets need to have the proper infrastructure in place, cultural readiness, and the budget to make meaningful change. Without all three components aligned, AI may not be the superhero we all expect it to be. If an organisation is still prioritising hybrid approaches, that’s okay, as long as it’s what the market needs. But at this time, it’s clear that AI in insight still falls short without human interpretation. 

If Trust is the new currency, we’re in deficit.  

2026 also revealed a paradox that we all could have anticipated: as technology accelerates, trust erodes. Privacy concerns, misinformation, and institutional distrust are shaping consumer behaviour and brand relationships.  

In Canada, strong privacy laws slow innovation down but build confidence in technology usage. “Strong privacy laws and data-sovereignty requirements act as a brake on speed but a boost to trust,” says David Scholz, COO of Leger, in regard to delays in adoption, “but they build a foundation of trust that strengthens long-term relationships between brand and consumer.” 

Elsewhere, low digital literacy persists and collides with the rising trends of AI and automation. Constanza Cilley, Executive Director at Voices! in Argentina, warns that “enthusiastic adoption of new technologies in Latin America is not matched by digital literacy or regulation, making misinformation and problematic screen use even more widespread.” She notes that in Argentina, distrust runs deeper beyond tech and to entire institutions, fuelling “grassroots creativity and a turn toward alternative sources of connection, including AI itself.”  

This is a crucial reminder that in marketing, trust isn’t a feature, it’s a strategy – a truth that remains constant no matter the continent. Regardless of privacy norms, emphasising compliance and transparency is a must, and training should be prioritised. Where misinformation is at large, marketers should invest in education and encourage clear communications within their organisations; becoming anchors of reliability when surrounding institutions find themselves untrusted.  

What does economic uncertainty really mean? Emotional exhaustion.  

Economic instability coloured every trend in 2025. Rising costs, political turbulence, and social fragmentation reshaped priorities and spending habits.   

For example, in Pakistan, choices are made with one objective in mind,survival. Bilal Gilani, Executive Director at Gallup & Gilani, explains that many will “prioritise survival and substitution rather than things like sustainability – adapting through cost-efficient goods, local alternatives, and informal financial safety nets.” Similarly, in Mexico, Laura Ruvalcaba, CEO of BRAIN Research, notes that consumers are increasingly focused on “hard discounts” and “low-cost format stores,” spending more selectively. 

This said, not all markets lean purely on price. In Turkey, emotion also heavily influences purchasing decisions. Yavuz Karaca, Data Analysis Manager at BAREM, states that consumers are “seeking not only affordability but also authenticity, trust, and relevance from brands that reflect their lived realities amidst economic hardship,” adding that the “price-value dynamic is now emotionally driven.”  

While economic fluctuations are having a knock-on effect in every area of the world, the key learning here is to find out what motivates communities beyond price and where you can add value. Economic pressure doesn’t erase brand values; it amplifies them. Marketers need to pay added attention to the way that new segmentation models are evolving to reflect this ever-changing landscape. Attention to motivations from work, home, and social identities is essential.  

What marketers must do in 2026 

2026 taught us that global trends are starting points, not playbooks. Blind adoption risks wasted investment and cultural missteps. Marketers must ground global trends in local realities; validating cultural, economic, and infrastructural fit before investing. Success in 2026 hinges on blending technology with human insight, building trust through transparency, and crafting empathetic, culturally attuned strategies that resonate beyond price. The future isn’t about chasing trends; it’s about contextual intelligence. Marketers who listen deeply, adapt boldly, and respect local realities will lead the next chapter. It’s not about following the wave but shaping it for marketing and insights.