The UK landscape is shifting fast. Consumer behaviour is outpacing most brands and platform economics are rewriting reach and conversion. The gap between those adapting and those in denial is widening. These are the five shifts already shaping 2026.

If you’ve wandered through your local town centre lately, you’ve probably noticed more empty shop fronts than usual. 2025 has been a tough year for UK retail, especially for shopping centres and high streets. Footfall has dipped, vacancy rates have crept up, and the traditional draw of the high street just isn’t what it used to be.

In today’s crowded marketplace, simply being visible isn’t enough. Consumers are bombarded with messages from every angle, which means brands need more than just adverts, they need stories that resonate. That’s where storytelling comes in.

Marketing can feel overwhelming, and there is no shortage of advice out there. But not all of it is true. Believing common marketing myths can stop your business from reaching its full potential. Here are some of the most damaging myths and what you should focus on instead.

Marketing is often thought of as a set of tools or campaigns, but at its core, it is a story about connection. From the earliest days of trade and bartering to the digital age of AI and analytics, marketing has always been about one thing: understanding people and finding ways to communicate value.