From Insight to Action: Powering Growth in 2026
As the year winds down, we’re unwrapping the themes that will turn insight into action for 2026.
Throughout 2025, our research across Canada and the U.S. uncovered clear emotional, cultural, and behavioural signals pointing to what matters most for consumers as we move into 2026. From shifting expectations around trust and value to the rising demand for purpose, transparency, and meaningful connection, the landscape is evolving faster than ever.
Scroll to explore the first insights, and check back as we continue to reveal the themes shaping 2026 growth.
Future Insight # 1: Emotional Connection Will Be Key In 2026.
🎁 Emotional Connection is Essential: Consumers are entering 2026 with strong emotional filters - buying from brands that make them feel something, whether that’s belonging, inspiration, motivation, comfort, or confidence. Rational benefits still matter, but emotional resonance is what drives the final decision.
🎁 Trust Will Continue to be Currency: In 2026, trust will continue to define why people buy more than price or convenience. It is critical to driving emotion and to not be dependent on price. If you don't have it build it. If you have it protect it!
🎁 Actions Matter Most: What you DO will carve the path for your future. How you message and connect with the consumer is important, but you have to live up to your promise. Do what you say you will do to maintain trust.
🎁 Local Will be a Deciding Factor: The country you sell in should be part of your arsenal. It can show up in many ways so leverage what is authentic to your brand, product or service and use it. Focus in on positive messaging - people move towards positivity vs negativity.
🎁 AI is Revamping How People Browse and Search But Don't Forget Your Fundamentals: AI is on a rocket-ship when it comes to search and browsing but don’t be reliant on “only digital” to capture consumer attention. Be where your consumer is to connect. This includes new channels but also tried-and-true tactics and strategies including in-store, promotion and experience.
Why This Matters for 2026
Heading into 2026, consumers are craving meaning and emotional connection. Brands that lead with trust, connection and real value will rise above the noise and drive profitable growth.
Future Insight # 2: The Right People and Partnerships Will Increase Impact in Cause & Charity
🎁 Personal Connection Drives Action: People are far more likely to donate, volunteer, or support a cause when they have a personal connection, know someone impacted or have a direct experience with the cause. Brands that tap into genuine relevance with the right people unlock deeper engagement.
🎁 Transparency and Clarity Builds Trust: Clear missions, transparent reporting, and measurable outcomes aren’t optional anymore - they’re expected. When people understand exactly how their contribution helps, commitment increases.
🎁 Engagement Goes Beyond Donations: Giving today is multi-dimensional. North Americans are contributing through:
Volunteering
Community events
Advocacy and awareness
Purchasing cause-related products
Sharing and amplifying messages online
Brands that offer multiple pathways to participate create stronger emotional buy-in across generations - as all generations contribute differently.
🎁 Partnerships & Alliances Amplify Impact: Successful cause marketing in 2026 will be built on strong, well-structured partnerships between brands, charities, communities, and volunteer networks. As a charity, know who these partners will be by cross-referencing consumer alignment to your cause and the brands or categories they purchase.
Why This Matters for 2026
With the challenging environment surrounding us now and into 2026, this also translates into a challenging environment for cause and charity. Knowing exactly where to focus to help you drive forward will ensure that you are laser focused on what matters, reducing stress on essential resources while driving impact.
...as we always say "focus on the essential and cut the noise." Easier said than done, and that's where we can help, reach out!
Stay tuned for more 2026 insights, and sign up for our newsletter to get every new release delivered straight to your inbox.
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