Collective Measures – Trend Predictions, 2026

The main theme of the report is forecasting key trends that will shape the marketing landscape in 2026, with a focus on B2B (business-to-business).

Key findings include: Emotions play a significant role in decision-making by B2B buyers. Most B2B buyers are millennials who expect digital interactions. Preference for remote interaction and digital self-service. The necessity of a strong brand presence for competitive advantage. The importance of an omnichannel approach and the use of video and storytelling in marketing strategies.