What's Happening?
At The Drum's Predictions 2026 event, Edelman's strategy director, Chris McCrudden, discussed the ongoing cultural transformation, describing it as a 'cultural building site.' McCrudden emphasized that culture is not breaking down but is in a state of renovation, requiring marketers to understand the underlying structural changes rather than chasing superficial trends. The report highlights key cultural shifts, such as a retreat from hyper-connectivity and a renewed desire for real-world connections. These changes suggest a quieter cultural environment, challenging brands that rely on constant visibility.
Why It's Important?
The insights from Edelman's report are crucial for marketers and brands as they navigate a rapidly changing cultural landscape. Understanding
these shifts can help businesses align their strategies with emerging consumer behaviors, such as the move towards privacy and real-world interactions. Brands that adapt to these changes may find new opportunities for engagement and growth, while those that fail to recognize these trends risk becoming irrelevant. The report also highlights the saturation of the wellness trend, suggesting that brands need to offer genuine value rather than superficial wellness claims.
