And just like that, 2026 is in full swing and the second month of the year is already drawing to a close.
Read on for an overview of the key shifts across the economy, culture, technology, food and drink that should be on your radar, so you can approach the remainder of 2026 with clarity and confidence.

ECONOMY

A downturn in advanced economies continues to shape the global landscape. Updated World Economic Outlook figures from the International Monetary Fund project global growth at 3.3 percent for 2026 and 3.2 percent for 2027. This is a slight upward revision from the October 2025 outlook, but the overall picture still is indicative of slow and uneven recovery.
In the UK, the Office for Budget Responsibility has increased growth expectations for this year, yet downgraded forecasts for the following four. Essentially, growth is happening, but at a slower and more fragile pace than previously expected.

What does this mean for you?

As budgets tighten, ensuring business activity has both clear and measurable value is essential. Setting KPIs with ROI in mind, for example, helps teams stay focused on work that delivers meaningful results. Similarly, long term planning will become more important as businesses look for stability in a slower growth environment.
From a messaging perspective, messaging that acknowledges economic uncertainty while offering practical optimism will resonate strongly with consumers.
Brands that demonstrate resilience, transparency and adaptability during a turbulent economic landscape will be better positioned to maintain trust.
Additionally, keeping on top of financial news is key, especially as circumstances continue to shift so quickly. Here at Liquid, our daily media monitoring keeps us across the latest financial developments in our key sectors, allowing us to advise our collaborators with confidence. This includes tracking fast moving issues such as the evolving tariff landscape in the US and market uncertainty within the UK’s construction sector.

CULTURE AND LIFESTYLE

Three major cultural shifts are shaping 2026; hyper personalised living, hybrid socialising through micro communities and wellness as a lifestyle operating system. Consumers increasingly expect experiences tailored to them, with most now wanting personalised interactions. Daily life is becoming more adaptive as AI shapes routines, media and home environments.
Social behaviour is shifting too. Time on traditional social platforms is beginning to fall and more than half of Gen Z prefer smaller, interest led micro communities. These tighter, values aligned spaces are growing quickly across private platforms.
In addition to these shifts, wellness is becoming a daily operating system. The global wellness economy continues to expand, and more than half of consumers already use AI guided tools for health, sleep and nutrition . Ambient wellbeing tech is also growing as people look for support built directly into their environments.
Together, these shifts point to a more health focused way of living, underpinned by rising expectations for sustainability across every choice people make.

What does this mean for you?

These trends show that personalisation is no longer a nice to have, it needs to be an essential part of your social strategy. As audiences move toward expecting experiences that feel tailored to their needs and values, community building has become a strategic priority, Meaning that brands who connect authentically and meaningfully with their audience, will stand out.
As wellness continues to become a priority for consumers, wellness aligned messaging will resonate, especially when it feels practical and grounded, not performative.
Increased standards around sustainability also mean that sustainability must be embedded, not added on as consumers are quick to spot inauthenticity. Our communications specialists are well placed to support brands with clear, credible sustainability messaging. From provenance storytelling to crisis management, our team has the experience to help navigate sensitive topics with confidence.

TECHNOLOGY

The defining technology trends for 2026 include smaller high-trust teams, H2H (human-to-human) marketing and the rise of zero-party data. All are driven by the need for clarity and trust in an AI-heavy landscape.
Teams are becoming leaner, which makes collaboration faster and more direct. According to an LSE report, which surveyed almost 3,000 workers and 240 executives, professionals using AI save an average of 7.5 hours per week.
Marketing is becoming more human as audiences push back against generic AI content . And with traditional tracking methods fading, brands are relying more on data that people choose to share, for instance, location .
Together, these shifts show a move toward more intentional teamwork, more authentic communication and more transparent data practices in a digital world shaped by an influx of AI adoption.

What does this mean for you?

Brands that prioritise a human tone and genuine storytelling will stand out in a landscape of AI-generated content. While AI is a tool to enhance efficiency, it must not compromise on authentic communications. Jeff Herrmann, Vice President of Global Clients at The Kantar Group, notes
“For marketers to get the most out of AI’s predictive capabilities, they need to treat it as evidence, not the final story.”
Additionally, smaller teams will need tools and processes that support speed and shared accountability.
Data-wise, zero-party data strategies will become essential for building trust and maintaining relevance, ensuring a win-win solution for brands and consumers .

FOOD & DRINK

Three major shifts are shaping the food and drink sector in 2026. This includes a move away from maxxing, a trend particularly prominent amongst Gen Z, which refers to extreme optimisation of a specific aspect.
In the context of food, this could be “fibre maxxing” or “protein maxxing” for instance. Other trends include the rise of slow living and the growth of sensory-based marketing . Consumers are becoming more thoughtful about their consumption habits after years of turbulence, from the Covid pandemic to fluctuating economies.
Together, these trends signal a consumer landscape that is moving toward mindful living, where deliberate choices and meaningful experiences define the future of food and drink.

What does this mean for you?

Products and campaigns that emphasise calm, comfort and intentionality will resonate strongly as consumers look for a slower, more mindful pace of life.
Sensory storytelling will become a powerful differentiator when it feels inclusive and accessible, helping brands cut through an increasingly crowded landscape.
People will reward brands that encourage them to slow down, savour and reconnect with food in a meaningful way. In fact, according to Accio, 72% of diners are now seeking immersive experiences over price when dining out . Transparency around sourcing, sustainability and nutritional value will also grow in importance as consumers make more deliberate choices about what they buy and why.
Our expertise in the food and drink landscape means we understand how important it is to stay ahead of emerging trends and use them to guide messaging with clarity and confidence. If you want support translating these shifts into meaningful opportunities for your brand, get in touch today.