Branding Heat Check: What’s Sizzling This Summer

1. “Un‑shittification” & purpose-driven authenticity

• Brands are rejecting inauthentic marketing tactics in favor of transparent, accountable messaging—what’s being called “un‑shittification.” Consumers increasingly expect brands to walk the talk and back their social or environmental claims with real evidence.
  
  
• In 2026, the emphasis will be on embedding purpose deeply into brand narratives—focusing on measurable impact rather than hype .
  
  

2. AI-fueled hyper-personalization & storytelling

• Expect AI-driven branding that dynamically adapts content, messaging, and even visuals to individual users. This includes generative storytelling tailored in real time.
  
  
• TikTok and other platforms are pushing brands to use generative AI tools and niche influencer partnerships to create authentic micro‑campaigns.
  
  

3. Escapist, sensory‑rich experiences

• Following the fatigue around traditional authenticity, brands will lean into escapism—immersive, surreal, emotional experiences that captivate and transport audiences.
  
  
• This ties in with immersive marketing—360° brand environments that engage consumers across multiple senses and channels .
  
  

4. Craft & artisanal storytelling

• Craftsmanship is becoming a core brand asset, especially in luxury: highlighting skilled makers, artisanal processes, and tactile quality.
  
  
• This trend reinforces emotional branding by connecting consumers to the human and tactile side of products.
  
  

5. Community-first & localized engagement

• Brands will double down on building micro‑communities—both online and IRL—encouraging co‑creation, loyalty, and belonging.
  
  
• Localization reigns: campaigns, products, designs, and even storytelling will be tailored to regional cultures and aesthetic preferences .
  
  

 6. Bold minimalism & dopamine-infused visuals

• From design-led forecasts: clean layouts enhanced with bursts of bright color, metallics, pixel art and grain textures to create emotional impact .
  
  
• “Dopamine design” (vibrant contrasts and playful elements) keeps audiences engaged in summer marketing assets