Reasons to be cheerful in 2026
Optimism seems to be in short supply right now. To me, business and consumer confidence feels pretty low. For digital marketeers that slows both marketing spend and willingness to invest in digital projects. Here’s my take on why we should all be a bit more positive in 2026.
1. AI becomes part of the furniture
2026 is the year AI stops being the new shiny thing and just becomes how we work, fully integrated with digital products. The best websites and apps will use AI to understand who you are and what you need. Chatbots will give you real answers instead of sending you round in circles. Form-filling should get simpler so the system will route you intelligently based on your answers and what it already knows about you.
There are some negatives about AI but what I do predict is improved productivity and customer experiences that don't make you want to throw your laptop out the window!
2. The economy stabilises
Government spending programmes should start flowing in 2026. Despite the news headlines, consumer spending will pick up. Credit will become more affordable. My prediction? Inflation stays around 3% and that predictability alone should give businesses the confidence to plan ahead, invest in marketing initiatives and for consumers to spend more money.
Higher minimum wages mean more spending power in people's pockets. That's more money circulating through the economy. And here's something else that matters: the government has lifted the two-child benefit cap. That puts real money into families' hands, families who will spend it and put more demand in the economy. It's straightforward economics.
3. American tariffs settle down, European bridges get built
Yes, American tariff policy may dominate the news for a while. It’s hard on any UK companies exporting products to the US. But once the dust settles, and it will, I think there will be plenty of opportunity.
More importantly, we'll start rebuilding relationships with our European neighbours. Trade in goods and services will increase. The pragmatic need for cooperation will win out over political posturing. Europe has always looked to the UK for creativity and cool, exporters and marketeers take note, there is plenty of opportunity in Europe.
4. Data centres create a construction spending boom
Data centre construction is set to accelerate fast in 2026. That means serious growth in the construction sector, demand for materials, building services, skilled labour. The economic boost will be real and measurable.
Companies supplying the construction sector should feel the benefit of this building boom!
5. Renewable energy keeps growing, consumers will be investing
In 2026, domestic solar installations will continue to spread. This creates construction and engineering jobs whilst reducing our dependence on imported fossil fuels. This may even lead to cheaper electricity!
There’s a big opportunity in selling solar and batteries to consumers to offset electricity costs. Big brand names will increase their reassuring presence in this market.
6. Foreign investment in UK brands keeps flowing in
The UK remains attractive to international investors in 2026. Overseas companies looking for quality assets and sustainable growth will acquire British brands, bringing fresh capital, access to new markets, and management expertise.
For UK based agencies there’s going be plenty of opportunity to help market these inward investors.
But let's be clear about the timeframe
This is specifically my ‘rose tinted’ view of 2026. I think the momentum is positive. In my humble opinion, the UK economy will be in a stronger position than current pessimism suggests.
Stop doom scrolling, put down those newspapers with their negativity and start working out how you can practically capitalise on any positive news and growing sectors.
So there you have it, my optimistic view of 2026 for the UK.
Ash
CEO