2025 was a year defined by innovation. From AI applications and the rise of Retail Media Networks (RMN) to the booming creator economy, new tools have energized the market.
Looking to 2026, technology and humanity will merge deeper than ever. The key to success lies in using data to respond precisely to consumer intent. cacaFly Malaysia has synthesized the Kantar 2026 forecast to help brands find direction and seize new growth opportunities.
1. AI and Tech Penetration: A Total Evolution from Search and Data to Creativity
In 2026, AI has evolved from a mere support tool into a core engine that drives search, brand building, and creative output. With 24% of users relying on AI shopping assistants and over 70% trusting their recommendations, brands face a critical challenge. If they cannot secure a position as a default suggestion within algorithms, they may lose visibility in the digital market.
At the same time, AI is redefining how marketing utilizes data and creativity. As Synthetic Data technology matures, brands can test strategies faster while ensuring privacy. The future winner will use high-quality data to drive AI, winning trust from both algorithms and consumers.
2. Data Empowerment via RMN: Unlocking the Benefits of First-Party Data Integration
RMN is becoming a key driver of global ad investment. They are influential across different shopping stages and serve as a crucial channel for brands to reach consumers across both online and offline touchpoints. Internet Retailing notes that the global retail media market reached $174.2 billion in 2025 and is expected to surpass traditional television in 2026.
Kantar notes that retail media ads are 1.8 times more effective than standard digital ads. They also boost purchase intent by nearly 3 times. By integrating first-party data like membership and sales records, brands can improve targeting precision and convert data assets into real business growth.
3. A New Focus in the Social Ecosystem: The Creator Economy and the Power of Micro-Communities
The social ecosystem of 2026 has shifted toward a creator economy centered on trust and authentic interaction. According to the Kantar Media Reactions 2025 report, 61% of marketers plan to increase their investment in creator content in 2026. These marketers are placing greater emphasis on ROI, brand strengthening, and long-term content consistency.
As mainstream platform algorithms tend to push mass-market content, consumers are turning to Micro-communities that offer high engagement and warmth. These include local groups, knowledge-based communities, and circles formed around niche creators. Data indicates that brands operating within knowledge-sharing micro-communities can achieve an ROI that is 25% higher than the average. This statistic demonstrates that in this era, a sense of trust is the primary key to conversion.
2026 Social Strategy:
- Authenticity is more important than reach: Build deep connections rather than chasing vanity metrics.
- Reshape content value: Provide content audiences truly need to reduce ad fatigue.
- Co-create with credible creators: Trust the creator’s style instead of imposing rigid controls.
4. Key Consumer Psychological Needs: The “Treatonomics” Opportunity and Brand Diversity
In 2026, consumers are no longer planning expenditures solely around traditional milestones like marriage or buying a house. Instead, they are pursuing a more immediate and controllable sense of well-being known as Treatonomics. 36% of consumers are willing to use short-term debt for pleasure. In this uncertain environment, and as social media shifts toward e-commerce, consumer demand can be created and satisfied within seconds. This immediate emotional response has become a crucial market factor.
On a value level, 65% of people place high importance on whether a brand aligns with their own values. Consumers expect real action on diversity and inclusion in product design and culture. Aligning words with actions is essential for building trust.
5. Core Driver of Business Growth: Innovation with an Experimental Mindset
Over the past 20 years, brands that dared to challenge boundaries created $6.6 trillion in new value for the global market. The Kantar report points out that the biggest risk is actually not taking risks. Facing changes, brands must internalize the spirit of experimentation as a daily practice. They must use Smart Risk-taking to cultivate the team’s ability to explore continuously and learn quickly.
Successful innovation cultures require:
- Establishing psychological safety to encourage teams to break frameworks without fear.
- Structuring exploration processes to validate hypotheses quickly.
- Establishing positive feedback to value learning and insights during the trial-and-error process.
McKinsey research indicates that companies capable of responding quickly to market changes can achieve revenue growth rates approximately 35% higher than others. This shows that agility and learning speed are core capabilities for driving growth. However, innovation must be rooted in consumer needs, not just technology. In 2026, precise experimentation is the only way to create long-term value.
Conclusion
The 2026 outlook reveals a clear path. The future of marketing begins with data precision and ends with human connection.
From the technical acceleration brought by AI and retail media to the emotional breakthroughs of micro-communities and the Treatonomics economy, brands must merge rational data with emotional resonance. By maintaining an experimental mindset and focusing on human nature, you can seize the initiative in a changing market.
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Source
Kantar Marketing Trends 2026, Kantar
Kantar Media Reactions 2025: Your guide to the media landscape, Kantar
Retail media in 2026: nothing changes – it’s all about the human touch, Internet Retailing
How high performers optimize IT productivity for revenue growth: A leader’s guide, McKinsey & Company
