Future Ready: 5 Forces Shaping Marketing in 2026

By Andrea Martens, CEO, ADMA

At the recent Compadres Campfire Outlook 2026, I joined leaders across sectors to look beyond the immediate and toward the shape of things to come. The session reinforced a simple truth: the most resilient and successful organisations are those who practise foresight—not just strategy.

Here are five forces marketers can’t afford to ignore as we look toward FY26:

________________________________________

1. Strategic Foresight Is a Must-Have Capability

Future-ready organisations are built on three capacities: Detecting change early, Responding strategically, and Adapting rapidly. Scenario planning is essential—not to predict the future, but to prepare for multiple possible ones.

2. Generative AI Moves From Hype to Agent

GenAI is shifting from content creation to autonomous decision-making. Marketing functions—from campaign design to customer experience—will increasingly be powered by AI copilots and multimodal tools. But with this comes increased scrutiny, as ethical AI and transparency become regulatory imperatives.

3. Regulation Is Rising—Marketers Must Lead

With tighter rules around privacy, pricing transparency, greenwashing, and AI governance, marketing leaders must be ahead of compliance curves. At ADMA, we’re helping the industry meet these new obligations responsibly—and confidently.

4. Economic Signals Are Mixed—But Opportunity Beckons

While cost-of-living pressures persist, consumer confidence is set to improve with lower inflation and rate cuts. Older Australians are leading discretionary spend. Brands who segment smartly and deliver value will thrive.

5. Brand Building Is More Important Than Ever

Performance marketing has become table stakes. In an AI-democratised world, brand differentiation is the real ROI. We must balance short-term performance with long-term brand health to grow enduring value.

_______________________________________

Final thought: The future isn't set. But it does favour the prepared. At ADMA, we’re committed to building capability, resilience and ethical leadership in marketing. Let’s keep shaping what’s next—together.