This scale gives Google’s leadership a precise read on the digital marketing trends marketers must prepare for. Phil Wilson, Google’s vice president of ads marketing for EMEA, underscores the human constant behind the tech innovation: people still search for answers, solutions, products, and connection — but they do so in more dynamic ways than ever.
These are the top digital marketing trends for 2026, based on insights from Google’s internal visionaries.
-
AI Will Reshape Consumer Behavior — The Most Transformative Digital Marketing Trend According to Oliver Borm, Google’s Director for Search Ads Product Strategy in EMEA, 2026 will be the year AI transitions search from fact-finding into fully immersive exploration. Consumers are no longer typing queries — they’re entering conversations with AI. The result: the search bar becomes a “creative canvas” where users expect visual, contextual, intelligent responses. As Borm notes, tools like Gemini Nano are already redefining how people explore ideas through images, text, and audio. Marketers must embrace Generative Engine Optimisation, a crucial addition to next year’s digital marketing trends.
-
Sustainability Will Shift From Ideals to Tangible Value — A Practical Digital Marketing Trend Adam Elman, Google’s Director of Sustainability for EMEA, says the old era of vague sustainability claims is over. “The era of vague, sweeping corporate sustainability pledges is over.” Consumers want proof. In 2026, winning brands will break down their promises into smaller, gratifying, achievable steps. And brands must avoid greenwashing while still demonstrating value. The most effective content — and one of the most actionable digital marketing trends — focuses on: durability, cost savings, longevity, real performance benefits. Videos highlighting practical value, such as creator-led collaborations with resale marketplaces, outperform generic sustainability messaging.
-
Nostalgia Remixing Will Become a Powerful Growth Engine — A Top Emotional Digital Marketing Trend Marion Bernard, Google France’s Head of Ads Marketing, highlights nostalgia as one of 2026’s most influential digital marketing trends. She notes that nostalgic advertising can “increase brand likability by up to 20%,” but simple reboots no longer make an impact. The winning strategies instead remix iconic IP into new collaborations. For 2026, the opportunity lies in identifying your brand’s strongest nostalgic assets and reimagining them through modern partnerships.
-
Young Audiences Will Demand Creative Participation — A Cultural Digital Marketing Trend Roya Zeitoune, YouTube’s Head of Culture & Trends for EMEA, points out that Gen Z and Gen Alpha are redefining engagement. “They don’t just consume brand stories, they want to participate and remix them.” This expectation drives the rise of “creative maximalism,” where fans co-build brand narratives. Success will depend on producing: authoritative content, diverse creative assets, real-time data signals, AI-ready visuals and product information.
-
Consumers Will Prioritize Present Wellbeing — A Key Shift in Digital Marketing Trends Pablo Perez, Google’s Senior Marketing Research and Insights Manager, identifies a growing emotional shift that sits at the heart of next year’s digital marketing trends. “Consumers are increasingly feeling anxious, worried, and tired,” he explains. “They’re combatting this emotional fatigue by prioritising immediate rewards and new experiences that enhance their present wellbeing.”
The Bottom Line: Digital Marketing Trends for 2026 Demand Intelligence and Humanity Across all insights, the dominant theme is clear: 2026 will reward brands that combine AI-driven intelligence with genuine human understanding. Consumers want: immediate, meaningful progress, AI-enabled exploration, co-creation, not passive content, emotional connection through nostalgia, sustainable products with real value. The brands that embrace these digital marketing trends now will shape the competitive landscape next year.
