CMOs Adapt, Endure, And Push Forward

Marketing in 2026: Navigating Volatility and Change

The year 2025 was marked by significant volatility, and according to a recent survey, 64% of US B2C marketing executives expect 2026 to be even more turbulent. The upcoming year will be characterized by escalating political strife, coinciding with the nation’s Semiquincentennial, a moment that was intended to promote unity but is likely to be marked by division. Additionally, global cultural events such as the Winter Olympics and FIFA World Cup, which were once symbols of connection, will struggle to capture audiences’ attention due to increased distractions.

Economically, the rise in tariffs will have a profound impact on industries worldwide, forcing Chief Marketing Officers (CMOs) to navigate market turbulence with reduced budgets and smaller teams. As a result, CMOs will need to be more strategic and adaptable in their approach to marketing. With rising prices risking the alienation of customers, brands will need to rely on loyalty strategies to retain them. Furthermore, the increasing potential of Artificial Intelligence (AI) in marketing innovation will be hindered by concerns over privacy, implementation hurdles, and fragmented martech stacks.

Key Predictions for 2026

Forrester has identified several key trends that will shape the marketing landscape in 2026. Firstly, price hikes are expected to cause transactional brands to lose a significant portion of their customers, with up to a third of customers potentially walking away. This is because, despite 37% of US online adults being willing to pay more for products from brands they love, low prices remain a top priority for most consumers. In fact, across eight countries and various industries, low price consistently ranked among the top three purchase drivers.

Another significant development in 2026 will be the emergence of AI-native B2C marketing technology applications. Marketers are eager to leverage AI for customer insights, campaign creation, and optimization, with nearly two-thirds of US B2C marketing executives stating that their organizations train employees on generative AI primarily through guided user experiences within martech. As a result, the race to launch AI-native marketing technology is on, with one major vendor and two startups expected to debut next-generation, AI-native solutions in 2026.

Confidence in Marketing Measurement to Decline

Confidence in marketing measurement is also expected to decline by 7% in 2026. While 79% of B2C marketing leaders felt confident in measuring marketing’s business impact in 2025, this confidence is likely to wane due to several factors. Open-source marketing mix modeling methods offer advanced measurement capabilities, but many brands lack the necessary data and culture to benefit from them. Additionally, politicized economic metrics and growing concerns about AI-driven data transparency will erode trust in measurement models, making it increasingly challenging for marketers to accurately assess the effectiveness of their campaigns.

To navigate these challenges, CMOs will need to adopt a surgical approach to growth, prioritizing smaller, short-term wins and demonstrating adaptability and precision in their strategies. By doing so, they can thrive in a volatile market and prove that calm and effective leadership is the most valuable skill for a CMO in 2026. For more insights and guidance on how to put these predictions into action, readers can access additional resources and webinars on the Predictions 2026 hub.