A forward look at the trends, shifts, and strategies set to shape the year ahead — as reported by marketing decision-makers
In 2025, brands evolved to meet emerging technologies, rising customer expectations, and growing performance demands. Heading into 2026, new Iridio research shows they’re now focused on setting sharper goals, optimizing tighter budgets, and managing increased pressure to deliver measurable results.
This report highlights five predictions for the year ahead — capturing where marketers are directing their efforts and how they plan to drive results:
01 Market survival will require economic adaptability and value alignment
Marketers are entering 2026 with their eyes wide open. They’re preparing for another year of economic uncertainty that will continue to reshape consumer behavior, spending priorities, and expectations for brand value. When asked about consumer-related concerns and future risk factors, marketers pointed to the economy as the most urgent issue. It topped the list ahead of pricing, data privacy, sustainability, and even AI.
Top consumer attitudes that marketers expect will shape their 2026 marketing strategy
While AI and political instability are certainly on marketers’ minds, nothing looms larger than the economy. Over half of all managers cited economic volatility as a top source of uncertainty heading into 2026. Concerns about regulatory changes and global conflict also signal a cautious mindset that may impact planning and pacing.
What’s fueling marketers' uncertainty
Budget pressures are shaping the pace, scope, and execution of marketing plans in 2026
Marketers are increasingly expected to do more with less — and many say cost concerns are a serious obstacle to implementing key strategies. While some will look to external vendors, the majority plan to stretch their internal resources through training, hiring, or reallocating staff.
Budget constraints are impacting 2026 strategic planning
Among those affected by budget challenges
High-performers vs. low-performers: How they plan to tackle budget issues
We categorized “high-performers” as organizations that report they are meeting or exceeding revenue expectations, and “low-performers” as those who report they are not. When it comes to managing budget challenges, these two groups show different tendencies in how they allocate internal and external resources:
High-performers
(Top 25% ROI marketers)
Low-performers
(Bottom 25% ROI marketers)
Expert take
“Budget constraints aren’t new, but the urgency heading into 2026 feels more real. Top marketers aren’t waiting for more budget to appear. They’re getting more strategic internally, upskilling their teams, reallocating talent, and thinking creatively about what they can do with what they have. That’s how you build momentum even in tight conditions.”
— Michelle Garcia, Director of Integrated Strategy, Iridio by RRD
02 Trust will outweigh utility in developing new technology
Marketers will continue to prioritize tech investments in 2026, but with a more cautious, trust-aware perspective. AI, data platforms, and advanced analytics remain top priorities, yet concerns about privacy, security, and ethical issues are shaping how teams evaluate these investments.
The opportunity is obvious: technology can customize, improve, and expand customer engagement. However, the challenge is equally clear: improper or excessive use of tech can damage trust and harm long-term brand value. Finding a balance between innovation and integrity will be essential to staying ahead.
Top technology investment priorities in 2026
Marketers aren’t recklessly investing in technology — they’re increasingly weighing the trust cost of every technology decision. Three options outpaced others in our survey, indicating a sustained demand for solutions that improve targeting, automate personalization, and provide predictive insights.
Top 3 tech investments
55%
55%
AI and machine learning
42%
42%
Big data and analytics
41%
41%
Customer data platforms (CDPs)
Where tech can break trust
The rise of generative AI and deepfakes has pushed concerns about deception and inauthenticity into the mainstream. Add in growing fears about privacy and the misuse of data, and even the best technology won’t deliver results without a solid ethical foundation.
Marketers are most concerned with
Marketers say data and security issues are serious
Marketing leaders are trying to build advanced, AI-powered experiences on a foundation they’re still actively strengthening. It’s one of the paradoxes of modern marketing: teams want to move quickly — but must be increasingly careful while doing so.
Obstacles marketers rated “very serious” regarding 2026 marketing strategy implementation
How marketers plan to navigate privacy and compliance
Strategies for addressing privacy and regulatory hurdles
This split mirrors broader strategy trends. When given the two choices, those investing internally often cite the need for institutional knowledge, tighter governance, and stronger long-term agility. Those turning externally emphasize speed, expertise, and risk mitigation. Both camps agree: more support is required to navigate the evolving privacy landscape.
Which C-suite roles are expected to grow in strategic importance through 2026?
Navigating change is a team effort. Marketers understand that success increasingly relies on collaboration among leadership. The CEO, COO, CTO, and CFO, in particular, are roles seen as providing clear value in helping organizations adapt and execute successfully.
Roles expected to grow in strategic importance
Expert take
“The tools are only part of the equation. In 2026, the real challenge will be using your tech stack to create experiences that impact how people feel. Brands that blend tech and data to build trust as a competitive advantage will be the ones who stand out, especially in a landscape full of AI-generated content and algorithmic decisions.”
— Kevin Bell, VP of Data & Analytics Strategy, Iridio by RRD
03 AI integration will become table stakes for staying competitive
Artificial intelligence is showing up in marketers’ day-to-day strategies — not as a moonshot, but as a multiplier. Leaders increasingly see AI as a means to enhance personalization, improve customer journeys, and make faster, more informed decisions. As we approach 2026, the focus is shifting from potential to performance.
How marketers plan to use AI in 2026
What activities are most important to marketing plans (rated 1–4, with 4 = most important)
3.28
3.28
Personalized communications
3.25
3.25
Predictive analytics
How marketers will measure the impact of personalization
Expert take
“Success in 2026 will depend on brand authenticity and customer experience above and beyond your tech stack. Brands that treat consumer trust as an earned advantage and design around it as an asset will stand apart, particularly in a field crowded with AI-generated content and algorithm-driven missteps.”
— Paul Mandeville, Chief Product Officer, Digital Marketing and Tech Solutions, Iridio by RRD
04 Marketing spend will focus on measurable, high-return channels
Marketers expect budgets to rise across most channels in 2026, especially those tied to digital engagement and customer experience. But increases aren’t universal. Some traditional formats are stalling or shrinking, and in many cases, budget reductions reflect strategic shifts or poor performance outcomes.
Where spending is expected to rise
Top 10 channels by expected budget increases in 2026 (Ranked by % expecting an increase)
The channels experiencing the biggest growth tend to support digital targeting, performance measurement, personalization, and owned-channel optimization. These align with broader marketing goals for 2026, such as performance personalization, journey orchestration, and improved commerce capabilities.
Where and why cuts are happening
On the other hand, some channels are experiencing flat or declining investments, especially where measurement is challenging or results haven’t justified the spending. Most often, marketers cited one of two reasons for pulling back:
1. They’re shifting to other priorities
Cited as the top reason for budget decreases in:
2. Low response from target audiences
Cited as the top reason for budget decreases in:
These responses point to a combination of strategic reallocation and underperformance. Marketers are pulling back where they see either limited traction or an opportunity to shift dollars to higher-yield channels.
Expert take
“Marketers are sharpening their focus. Budget increases are going toward proven performers — online video, social media, influencers, RMNs, and owned digital channels. Meanwhile, slower growth in traditional media, like print and broadcast, reflects a shift, not a retreat. It’s a deliberate recalibration, favoring what’s measurable, adaptable, and high-impact.”
— Panos Anadiotis, VP of Integrated Strategy & Solutions, Iridio by RRD
05 Strategic partnerships will drive performance and growth
In 2026, marketers won’t be going it alone. Most organizations rely on a mix of internal teams and external vendors to manage their creative, media, and broader marketing needs, and the trend is clearly moving toward growth rather than contraction.
Most marketers plan a hybrid support model
Across all service areas, including creative, media, and other marketing services, a large majority of marketers report plans to use a mix of internal and external resources.
Planned reliance on vendor partnerships in 2026
(% using internal + external resources)
74%
74%
Creative services
54%
54%
Media services
67%
67%
Other marketing services (e.g., research, tech)
Vendor partnerships are set to expand
Among those adopting a hybrid approach, most marketers plan to add to or expand their vendor relationships in 2026 — instead of maintaining or reducing them.
Plans to adjust vendor mix (among hybrid users)
(% expecting to add/expand vs. stay the same or consolidate)
Creative
70%
Expand
18%
Stay the same
12%
Consolidate
Media
67%
Expand
20%
Stay the same
13%
Consolidate
Other marketing services
61%
Expand
25%
Stay the same
14%
Consolidate
This indicates a clear directional signal: As marketing ambitions grow, external partnerships are increasingly viewed as essential for scaling capacity, accessing expertise, and supporting agility.
Expert take
“In-house teams remain the foundation, but marketers know they need the right balance of agency, technology, and vendor partners. These relationships bring agility, scale, and technology as a transformation toolbox. That’s why we’re investing in and scaling technology that drives performance — to drive results for our clients.”
— Andrew Johnson, Senior Vice President, Principal, Iridio by RRD
Prepare with purpose, pivot with confidence
While the path ahead remains uncertain, one thing is clear: the expectations placed on marketing leaders continue to grow. Amid economic pressure, shifting consumer behavior, and accelerating technology, agility will remain essential — but preparation is just as important.
No one can predict what’s next, but together we can develop smarter, more adaptable strategies to address changing needs. That involves investing in the right channels, tools, partnerships, and customer experiences to provide greater value.
Connect with an expert
Speak with an expert to explore how Iridio by RRD can help support your 2026 marketing strategy.
74%
74%
Creative services
54%
54%
Media services
67%
67%
Other marketing services (e.g., research, tech)
Vendor partnerships are set to expand
Among those adopting a hybrid approach, most marketers plan to add to or expand their vendor relationships in 2026 — instead of maintaining or reducing them.
Plans to adjust vendor mix (among hybrid users)
(% expecting to add/expand vs. stay the same or consolidate)
Creative
Media
Other marketing services
This indicates a clear directional signal: As marketing ambitions grow, external partnerships are increasingly viewed as essential for scaling capacity, accessing expertise, and supporting agility.
Expert take
“In-house teams remain the foundation, but marketers know they need the right balance of agency, technology, and vendor partners. These relationships bring agility, scale, and technology as a transformation toolbox. That’s why we’re investing in and scaling technology that drives performance — to drive results for our clients.”
— Andrew Johnson, Senior Vice President, Principal, Iridio by RRD
Prepare with purpose, pivot with confidence
While the path ahead remains uncertain, one thing is clear: the expectations placed on marketing leaders continue to grow. Amid economic pressure, shifting consumer behavior, and accelerating technology, agility will remain essential — but preparation is just as important.
No one can predict what’s next, but together we can develop smarter, more adaptable strategies to address changing needs. That involves investing in the right channels, tools, partnerships, and customer experiences to provide greater value.
Connect with an expert
Speak with an expert to explore how Iridio by RRD can help support your 2026 marketing strategy.