The marcomms trends shaping 2026

The most valuable discovery this year wasn't about technology. It was about measurement. Specifically, the difference between what's easy to measure and what actually matters. We've all been caught in an interesting trap. Every decision looked sensible in isolation: tighter budgets, more efficient processes, better dashboard metrics. Yet many of us weren't seeing the growth we expected. It reminde...

Reflecting on the past year, one of the biggest shifts I’ve seen in my work with associations is that more organisations are really doubling down on strengthening their member value propositions. What stood out to me is that many associations are now much further along in their digital transformations. They’re no longer just talking about plans or intentions—they’re actually able to take action, b...

2025 was a rollercoaster. We’ve experienced big highs as well as big lows. We responded to technology, economic and geopolitical forces that felt like they all hit at once, from all sides. The key takeaway is remembering how adaptable we are as a team, and as a business. As an independently-owned firm for almost 30 years, Mahlab has navigated periods of uncertainty and volatility before. 2025 was...

The economic and geopolitical uncertainty of the last 12 months has increased focus on driving real and measurable impact. I think this is a great thing. It drives deep curiosity into how we’re doing things and makes us constantly ask if there’s a better way. It also means that being able to engage and influence different people has never been more important, particularly in the complex B2B busine...

By far, the year’s biggest challenge was balancing generative AI adoption with human connection, commercial realities and a growing sea of sameness. Generative AI emerged as a transformative tool, enabling B2B marketers to create content, automate processes, and personalise interactions at unprecedented scales. However, it introduced challenges, including concerns about misinformation, ethical use...

In my work with associations and member organisations, I’ve witnessed a strong urgency across the sector to rethink how value is communicated to members. It’s been a tough year for many—difficult economic conditions and rising costs make memberships feel increasingly discretionary for many. This has introduced a level of risk that many associations haven’t had to grapple with to this extent before...

As we reflect on 2024, one reality stands out: the growing complexity of bridging Asian market dynamics with global organisational frameworks. If you're like me, you've experienced and seen the challenge of explaining to global headquarters why a successful campaign in the US might need complete reimagining for Jakarta or Seoul. But here's what's fascinating: this challenge has become our greatest...

Audience-led communications will be at the forefront of thinking in 2025. It’s so important to make sure you’re talking to the right people, at the right time and in the right place, and not rely on a ‘spray and pray’ approach, which no longer works. As the media landscape continues to evolve and shrink (not just in Australia but around the world), building relationships will be crucial as well as...

This was a transition year in many ways, both macro and micro. 2024 was the biggest election year in human history. Half of the world’s population – some 3.7 billion people had the opportunity to go to the polls, many for the first time. It meant that much of the world was operating with a heightened level of uncertainty. The hope is that we’ll be operating with more confidence in 2025. On our mic...