Sitra´s updated Megatrends are here again. With the help of the great forces of change of the future, i.e. megatrends, we can better perceive the overall picture of the changes and their root causes. Read our thoughts on the opportunities arising from megatrends from the perspective of marketing and insight in Finland in 2026.

Megatrends open up the direction of the future

Although the Megatrend publication paints a picture of a time of multiple crises, where restlessness and uncertainty as well as rapid technological development challenge companies and society, it also highlights opportunities and forward-looking changes in mindsets. From the perspective of marketing and knowledge-based management, megatrends act as compass directions that guide strategic choices and help navigate towards a future of opportunities.

People and Culture: Towards a Society of Longevity

Finland is moving towards a society where the majority are elderly and the minority are young people. The birth rate is low and population growth comes from immigration.

Longer life expectancy, active seniority, healthy old age and intergenerational coexistence offer significant opportunities not only for individuals and society, but also for marketing. The diversification of the population and the increase in life expectancy are changing consumer behaviour and values. Target groups are increasingly heterogeneous and consumer needs are more individual. Therefore, marketing must build communication that feels like one’s own, touches and is meaningful.

In this societal transformation, the role of insight is also emphasized. Young people have traditionally been one of the most important target groups in marketing communications, but as the population ages, attention must inevitably be directed to older age groups as well. In the future, companies will no longer be able to rely solely on age or other traditional demographics, but a deeper understanding of people’s behaviour, values, attitudes, life situations and motives will be needed. Only a knowledge-based and constantly updated customer understanding enables genuinely relevant and effective marketing.

This is what we will be watching in 2026:

How do companies use insight to build meaningful encounters with consumers of different ages and backgrounds? How can diversity, longevity and a sense of community be turned into opportunities in marketing? How do data and qualitative understanding combine into a genuine competitive advantage?

Valta ja polPower and politics: the transformation of the world order is a measure of the power of democracy

A new world order is taking shape, and the political future will be determined above all by how democracies succeed in functioning in this transition.

Marketing inevitably lives in the midst of social changes and tensions. Polarisation and changes in the information environment bring uncertainty. That is why trust is becoming an increasingly important currency. Marketing communications can create a sense of psychological safety and strengthen the perception of brand trustworthiness. In the midst of regulations and restrictions, more creative ways must be found that succeed in influencing on an emotional level.

A deep understanding of social tensions and the values and motives of consumers is now essential. This is the only way to build marketing and brands that are associated with reliability, transparency, inclusion, and genuine meaningfulness.

This is what we will be watching in 2026:

How do brands succeed in building trust and a sense of community in a polarizing world? How do changes in the information environment and various regulations affect marketing methods and channels? How can social organizations make a difference when advertising on social media platforms has been restricted?

Nature and resources: the environmental crisis forces us to adapt and renew

The limits of nature’s carrying capacity have been exceeded, and the consequences of climate change and biodiversity loss are getting worse.

The environmental crisis, climate change and biodiversity loss are forcing companies to renew. The sustainability transition, the circular economy and strengthening the vitality of nature are no longer optional themes, but part of the core of business and marketing. In order for companies to be able to identify which sustainability actions really resonate with different target groups and how to communicate them effectively without the risk of greenwashing, it is necessary to understand the expectations of the target groups – and increasingly also the requirements – of corporate responsibility. Customers expect concrete actions, but it is equally important to communicate about them transparently, convincingly and understandably. We believe that knowledge-driven sustainability is a competitive advantage built on deep customer understanding.

In 2026, we will monitor in particular:

How do companies succeed in turning sustainability into a competitive advantage and communicating about it without the risk of greenwashing? How are the circular economy and the vitality of nature visible in the everyday life of companies and marketing? What concrete actions are companies and marketers taking to reduce emissions?

Technology and the economy: artificial intelligence is revolutionising the foundations of society

Artificial intelligence is challenging information institutions, such as research, education and decision-making.

In marketing, this means new opportunities for personalization, automation, and data analysis, for example. At the same time, new ethical issues arise, such as transparency, privacy and algorithmic biases.
AI has accelerated the development of synthetic data and increased potential use cases. Synthetic data increases the customer-orientation of companies, as consumer tests can be carried out faster and cheaper. The value of traditional research remains as a producer of in-depth, business-critical understanding.

As artificial intelligence becomes an essential part of everyday life and business, the role of employees will change: expertise, creativity and the ability to interpret data will be emphasized. Consumer behaviour is also changing, for example, the use of AI tools as search engines is growing rapidly.

Our responsibility as a reliable provider of insight is further emphasized. As artificial intelligence merges with everything, algorithms are given more and more decision-making power and the use of synthetic data becomes more common, questions about data collection, reliability and transparency are critical. A reliable outcome can only be achieved when data analytics, deep understanding and human interpretation are combined in a human-oriented and responsible manner.

In 2026, we will monitor in particular:

How will artificial intelligence and data change the everyday life of marketing and the customer experience? How do companies ensure ethical and transparent use of AI? How are neurodata, synthetic data, and virtual worlds changing marketing research? How can we ensure impartial, algorithm-free and reliable ‘human-led’ research also in the future?

Strategic recommendations for marketing in the age of megatrends

• Invest in diverse customer understanding: Utilize data, but don’t forget about qualitative insight. Combine quantitative and qualitative information
• Build trust through transparency: Communicate openly, engage and listen. Trust is built through actions, not just words
• Strengthen competitiveness with sustainability: Make sustainability part of your brand core and explore what kind of responsibility messages speak to customers in your industry.
• Invest in strategy, brand development and creativity: Emotions guide people’s behavior, purchase decisions are made based on feeling.
• Use technology wisely: Artificial intelligence and automation bring efficiency, but the human perspective and ethics are crucial.
• Be prepared for continuous learning: Megatrends are changing, and marketing needs to keep moving. Utilizing Insight is a continuous process.
• Follow regulations and prepare for change: Tightening legislation and regulation (e.g. food, alcohol, game marketing) challenges companies to navigate in the midst of change.

The future is built together.
The task of marketing is to build a future that is both sustainable and meaningful.

We at Dagmar will help you with that, contact us!