What Others Expect in 2026

Here are some of the most interesting predictions I’m seeing from others as we head into next year:

• Managing Credibility vs. Misinformation

  Stefan Pollack of The Pollack Group hit this one on the head. “If 2025 was the year PR learned to coexist with machines, 2026 will be the year we must outrun them, ethically, strategically, and creatively. As communicators, we’ll be measured not by how quickly we produce content, but by how effectively we protect credibility.”

• The Return to Owned Channels

  This one is from Jenna Paton and Dotdigital. “With ad platforms becoming increasingly unpredictable and Google CPCs up nearly 40% over three years, brands are looking for steadier ground. Paid channels aren’t disappearing, but complementing them with stronger owned channels gives marketers far more control over the journey from first touch to onboarding and nurture.”

• A Renaissance of Live Experiences?

  Jessie Young of Eventbrite put this one out there. “2026 is shaping up to be a renaissance for live experiences, driven by Gen Z’s growing rejection of algorithmic life and craving for real human connection. After years of digital fatigue, 79% of Gen Z say companies focus too much on technology over in-person interaction (Freeman, 2025), and 91% report that technology often makes them feel disconnected (Britopian).”

What do you think will happen? I’d love to hear it.