“In this higher-risk environment, investors will be more discerning...due diligence more demanding. Management teams will be put under the microscope more than ever before. The rigour of their investment cases and strategies stress-tested to destruction...their understanding of their risk profiles interrogated to the Nth degree.
Preparation is all...tight and structured communication to deliver clear and concise objectives will more than ever determine success.”
“Corporates are brands...and, as such, each has its own unique DNA! All too often this essential fact gets lost, and companies apply a one-size-fits-all approach to the way they communicate with their stakeholders. The uncertain world we live in will demand much greater focus on bespoke communications strategies...strategies which tie into and better reflect the unique characteristics that make up a company...its personality.
Companies are beginning to recognise that – today – the world in which they operate demands a far greater level of corporate resilience than previously was the case. Evidencing their resilience is essential and – in turn – their brand DNA is the key to this. It is – if you like – their brand armour. Measuring each component (more on that here) gives us a pretty good feel for a corporate and what makes it tick...and, ultimately, its resilience.”
“When I look ahead to 2026, I think client services in corporate and B2B communications are going to be influenced by a pretty difficult global environment, with challenges from AI as well as the wider reluctancy for companies to spend on marketing and comms. There’s a lot of uncertainty, and that tends to change what clients actually need. I think the big shift will be towards simpler, more joined-up support – fewer moving parts and less complexity. For us, that means bringing strategy, creative and delivery closer together, and making sure there’s always a senior partner involved, so the thinking stays consistent and nothing important slips through the gaps.”
"We always focus on how AI is learning, without sometimes realising that we are learning too. There are trends already here that are AI influenced, like the hyper-materiality where everything looks touchable, or the alien-like looks, or human faces that feel 'optimised' rather than expressive… it is now part of our pop culture.
Human adaptation goes even further than aesthetics: the way we explore, search, decide, buy… our core behaviours are changing… So, we will start to find out if websites are relevant, what about SEO? Can brands become fully personalised, and then designers will be system architects?…
AI learns fast, but humans also adapt very quickly."
“Looking ahead to 2026, two big trends are set to shape how B2B marketers connect with customers and drive growth:
Personalisation at scale
In 2026 we’ll see personalisation become less about simple segmentation and more about true relevance. It’s about connecting with customers and prospects based on who they are, what they care about, and where they are in their journey – and doing that consistently across thousands of interactions.
With better access to data and smarter tools, marketers can tailor messages, content, and campaigns automatically while still keeping things human. The brands that get this right will make every touchpoint feel personal, even when it’s scaled across channels, journeys and target markets.
AI-driven intelligent marketing
AI is set to level up how we plan and deliver marketing. We’re moving past automation and into using data and insight to make every marketing move more thoughtful and effective. AI can spot trends before we do, suggest content that fits buyer intent, and fine-tune campaigns in real time.
In short, marketing is becoming more proactive. Instead of reacting to what audiences do, AI helps us anticipate what they’ll need next – making every piece of communication more relevant and timely.”
“The macro-economic environment remained subdued last year with consumer confidence – the most important factor in the housebuilding world – again in short supply. Following the latest cut in interest rates, and with the expectation of more to come, could that be about to change in 2026? Early signs are encouraging and, with lower mortgage costs, we will be busy reminding potential customers about the affordability of a Gleeson home.”
“The era of single-solutions thinking comes to an end.
Integrated energy systems will be rolled out at scale to meet 2030 decarbonisation targets.
While many companies and industries planned their decarbonisation journey in the first half of the 2020s, the second half will see roll out of hybrid systems, combining renewables technologies, such as solar PV, solar thermal, solar PVT, thermal storage, heat pumps, smart controls and conventional technologies to address their targets.
Companies investing into grid-edge technologies that consistently deliver, will have a competitive edge over those that are hesitant to invest into renewable energy systems.
The challenge for technology providers will lie in demonstrating the value of their solution in a conjunction with other technologies, by providing detailed systems design addressing the end-customers most pressing needs.”
“2026 is set to maintain the strong grid focus of recent years. As developers review their newly announced grid positions, we anticipate an active period of mergers and acquisitions aimed at portfolio optimisation. The industry will be driven by expectations around Strategic Spatial Energy Plan (SSEP) outcomes and the completion of English planning reforms, creating fresh development opportunities. My hope is that 2026 delivers a unified policy framework and removes key development barriers, enabling the rapid deployment of renewable energy and paving the way for a low-cost, sustainable future.”
