{"id":23292,"date":"2026-03-18T21:49:57","date_gmt":"2026-03-19T02:49:57","guid":{"rendered":"https:\/\/tomilli.com\/en\/?p=23292"},"modified":"2026-03-25T07:57:32","modified_gmt":"2026-03-25T12:57:32","slug":"marketing-evolution-2026-relevance-trust-culture","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/marketing-evolution-2026-relevance-trust-culture\/","title":{"rendered":"Marketing 2016 vs Marketing 2026"},"content":{"rendered":"\n

From attention to relevance, trust, and culture<\/strong><\/strong><\/p>\n\n\n\n

A decade ago, marketing had a clear obsession: capturing attention.<\/strong><\/p>\n\n\n\n

Today, that logic, while still true, has evolved.<\/p>\n\n\n\n

In 2016, brands were competing for visibility. In 2026, brands are also competing for relevance, trust, and culture.<\/p>\n\n\n\n

This change is not an isolated perception. It is supported by consumer evolution, technology, and multiple global studies that show how brand equity is built today.<\/h3>\n\n\n\n

<\/h3>\n\n\n\n

1. From interrumpting \u2192 to connecting<\/strong><\/h3>\n\n\n\n

2016<\/strong><\/p>\n\n\n\n

Marketing sought to disrupt: ads, advertising, and volume.<\/strong><\/strong><\/p>\n\n\n\n

2026<\/strong>
Marketing seeks to connect at the right time. According to Think with Google<\/strong>, <\/a> the consumer journey is no longer linear, but rather, dynamic and fragmented, forcing brands to be relevant at every point of contact.<\/p>\n\n\n\n

2. From targets \u2192 to communities<\/strong><\/h3>\n\n\n\n

2016<\/strong>
Demographic segments (age, gender, location).<\/p>\n\n\n\n

2026<\/strong>
Communities based on interests, values and culture.<\/p>\n\n\n\n

According to Deloitte Digital (<\/strong>Global Marketing Trends<\/strong><\/em>),<\/a> brands that prioritize the Human Experience generate deeper and more sustainable relationships. Marketing stopped talking to audiences. Now it builds a sense of belonging.<\/p>\n\n\n\n

3. From likes \u2192 real impact<\/strong><\/h3>\n\n\n\n

2016<\/strong>
Likes, views and impressions.<\/p>\n\n\n\n

2026<\/strong>
Engagement, trust and brand value. Kantar\u2019s Meaningful Br<\/strong><\/a>ands <\/strong>found that brands perceived as relevant and useful have higher growth and preference in the long term. Not everything you see, matters. Consumers\u2019 impressions matter.<\/p>\n\n\n\n

4. From tools \u2192 criteria<\/strong><\/h3>\n\n\n\n

2016<\/strong>
Technology to automate.<\/p>\n\n\n\n

2026<\/strong>
AI to create, personalize and decide. However, according seg\u00fan McKinsey & Company<\/strong>, <\/a>the competitive advantage is not in technology itself, but in how data is interpreted, and how strategic decisions are made. The difference is not the tool. It is in the criterion.<\/p>\n\n\n\n

5. From brands \u2192 culture<\/strong><\/h3>\n\n\n\n

2016<\/strong>
Visual Branding: logo, colors, slogan.<\/p>\n\n\n\n

2026<\/strong>
Cultural Branding: posture, coherence, impact.<\/p>\n\n\n\n

The Kantar Marketing Trends 2025\u20132026<\/strong> <\/a>report points out that consumers expect brands to be aligned with their values and with an active cultural role. Brands no longer just communicate. They participate.<\/p>\n\n\n\n

Conclusion: marketing became more human<\/strong><\/h4>\n\n\n\n

Today’s marketing is not more complex due to technology. It’s more demanding because people expect more.<\/p>\n\n\n\n

They expect: authenticity, relevance, coherence and real value<\/strong><\/p>\n\n\n\n

As reflected in studies by Kantar, Google, McKinsey, and Deloitte<\/strong>, brands that manage to integrate these elements not only grow: they build sustainable relationships over time.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Sources & References<\/strong><\/h3>\n\n\n\n