Last week, a few colleagues and I attended The Drum's 2026 Predictions event, to see what the industry's sharpest minds think is coming our way.
Between talks on social media's evolution and insights from behavioural science expert Rory Sutherland, there was plenty to digest. Here's what stuck with me and what it means for creative work in 2026.
Social media in 2026: less noise, more meaning
The panel on the future of social media made one thing clear: we're moving away from volume. The days of posting relentlessly to chase numbers are giving way to slower storytelling, intentional content, and a focus on quality over quantity.
Here's what's on the horizon:
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Authenticity will get even more chaotic. Expect to see more unfiltered, raw content that feels refreshingly human. Polished perfection is making way for real, messy moments that spark human connection.
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Nostalgia isn't going anywhere. In fact, it's doubling down. Brands that tap into collective memories and cultural touchstones will continue to win hearts (and algorithms).
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'Day in the life' content will dominate. People want to see behind the curtain. Whether it's introducing team members or candid glimpses into how brands operate, there's a growing appetite for the humans behind the logos.
The thread running through all of this? Social media in 2026 will be less about broadcasting and more about building real relationships.
Rory Sutherland on AI, postmen, and what actually matters
If you've never seen Rory Sutherland speak, you're missing out. The Ogilvy Vice Chairman and behavioural science expert delivered a session packed with insights and stories, but there’s one topic that really landed.
That topic was AI and our growing desire for human interaction. As technology becomes more sophisticated, we crave moments that feel personal, thoughtful, and unmistakably human.
His example? Royal Mail. Rory referenced a senior exec who spent years obsessing over the usual brand levers that textbooks tell you to optimise: faster delivery, lower prices, sharper service. But in reality, none of that was really enough to move the needle on people’s feelings towards Royal Mail.
What does? Their postman.
If your postman notices you're on holiday and hides your parcel somewhere safe, you'll tell everyone Royal Mail is brilliant. One small, thoughtful gesture creates a perception that the entire brand goes the extra mile. It's not about operational excellence or brand positioning; it's about feeling seen.
In a world increasingly mediated by AI and automation, this matters more than ever. Brands can improve their tech stack, refine their targeting, and perfect their messaging. But if they forget the human moments – the ones that make people feel valued – they'll miss what actually drives loyalty and advocacy.
What wins awards (and what that tells us about great work)
The event also featured a session on what judges are looking for in The Drum Awards for 2026. The campaigns that cut through aren't necessarily the ones with the biggest budgets or the flashiest executions – they're the ones that make judges think, "I wish I'd thought of that."
Consumer-centric thinking is non-negotiable. Judges want to see work that understands the audience, not defensive marketing that says "this is what we think." The cautionary tale? Concorde – brilliantly engineered for speed and efficiency, but terrible at considering the customer experience. The success story? Peppa Pig's engagement strategy with millennial parents, including the genius move of Mummy Pig's pregnancy announcement.
What else matters? Storytelling that pulls on both heartstrings and intellect. ROI that demonstrates long-term impact, not just a spike. Robust planning with pre-execution testing. And crucially, entries that are crystal clear and easy to understand – because if the judges have to work too hard to get your story, you've already lost them.
This is something we're passionate about at ActionRocket. We love supporting our clients not just in creating award-worthy work, but in telling that story effectively through award submissions. Because brilliant work deserves recognition, and gaining that recognition through compelling narratives, metrics, and impact is an art in itself.
What this means for 2026 (and beyond)
The takeaway from Predictions 2026 isn't complicated, but it is profound: slow down, be intentional, and remember that people buy from people. Whether it's social content that prioritises connection over reach, or customer experiences that feel genuinely human, the brands that win will be the ones that focus on the moments that matter.
So as we keep rolling into the new year, maybe the question isn't "how can we do more?" but "how can we do better?" How can we create content that people want to engage with? How can we design experiences that ignite real emotion? Because at the end of the day, it's not the algorithm that people remember. It's the person who made them feel valued.
We’re excited to embrace the future of marketing, and if you want to build campaigns around human connection, then you’re in the right place. Let us help your brand shine in the digital dialogue and craft experiences that really resonate. Drop us a message, and we'll be in touch!
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