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Marketer confidence drops 11 points as lasting economic instability drives shift in consumer priorities

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WARC

WARC releases Marketer’s Toolkit 2026 providing marketers with strategic insights for planning and decision-making in the coming year Based on WARC’s proprietary GEISTE trends framework, insights from 1,000+ marketers worldwide and one-to-one interviews with marketing leaders

11 November 2025 – WARC today unveils The Marketer’s Toolkit 2026, revealing five critical trends set to disrupt global marketing practices and reshape brand strategies in the year ahead. From the vanishing middle market and the creator investment gamble to the great escape, AI-driven zero-click journeys and shifting consumer milestones, the report provides marketers with essential insights to transform these disruptions into opportunities for growth.

The trend identification for the report, now in its 15th year, is based on WARC’s proprietary GEISTE methodology which focuses on the broad macro trends across government, economy, industry, society, technology, and environment. It further incorporates a global survey of 1,000 plus marketing executives, one-to-one interviews with leading marketers worldwide, and analysis and insight from WARC’s global team of experts.

Aditya Kishore, Insight Director, WARC, says: “Going into 2026, the only certainty is that there will be uncertainty. Unpredictable tariffs, geopolitical threats, and economic instability are impacting consumer spending, lifestyles and ambitions. Our survey found marketer optimism is down 11 points from last year, with 54% of marketers saying they expect things to be better next year, versus 65% surveyed in 2024. But understanding consumer shifts and how to adapt quickly to cater to them could create new opportunities for brands in 2026.

“Our Marketer’s Toolkit 2026 is a map for making sense of a world that’s rapidly and constantly changing. It’s designed to bring clarity in chaos and help marketers understand what’s really happening to people, brands, and technology – and what to do about it before falling behind.”

The five trends outlined in WARC’s Marketer’s Toolkit 2026 that will shape global marketing strategies next year are:

The vanishing middle:

Three out of four marketers (73%) agree that the term ‘middle-class’ is becoming meaningless, with wide variances seen across wealth, income and attitudes towards spending.

Offering brands both scale and margin, the middle market has long been the bedrock of category growth. But now it’s rapidly disappearing driven by sluggish incomes, surging lifestyle costs and plunging job security. The middle class increasingly bifurcates its spending towards the high- or low-end of the market.

Marketers are advised to: (1) Help customers navigate ‘affordability tension’ by addressing gaps between what consumers still want, and what they can still afford. (2) Build emotional connections with consumers to help sustain demand even in challenging categories, tapping into cultural and ideological values. (3) Identify cohort-orientated strategies to drive growth, from affluent boomers to younger audiences, adapting to their purchase priorities.

The creator gamble:

Three in five marketers (61%) plan to increase their investment in influencer/creator marketing in 2026 but creator ROI suffers from high levels of volatility.

Brands see influencers and creators as vital in helping them to achieve their goals, but they face challenges in demonstrating their effectiveness within their marketing investments. CreativeX analysis shows 45% of creator ad spend on Meta is wasted through poor creative practices, while Kantar research finds just 27% of creator content effectively links to sponsoring brands. The tension between reach, control and authenticity is likely to come to a head in 2026.

Marketers are advised to: (1) Ensure the marketing organisation is aligned on creator goals such as KPIs and measurement techniques. (2) Paid media formats, creative best practice, and media planning are vital to amplify creator success. (3) Brands and creators should share insights on category intelligence and audience knowledge to benefit business outcomes and engagement.

The great escape:

For enhanced experiences, most marketers are pursuing both digital channels (78%) and in-person events (74%).

In a world weighed down by polycrisis – declining life satisfaction, increased mental health and burnout – consumers are seeking an escape. Research shows that in high-anxiety periods, advertising that emphasizes unity, stability or positivity performs significantly better. By creating emotionally immersive experiences, escapist marketing helps brands become rare sanctuaries of respite. McCann Worldgroup projects the “Escape Economy” will reach $13.9trn by 2028.

Marketers are advised to: (1) Counter enshittification by connecting with consumers in digital communities and in real life (IRL) environments they find invigorating through partnerships, by sponsoring rituals and co-creating activations that add value. (2) Invest in experiences not just exposure, by creating opportunities for consumers to engage and interact with the brand rather than simply maximising impressions. (3) Use immersive experiences that foster emotional connections and create lasting brand memories.

The zero-click customer journey:

Only one in nine marketers (11%) is “not particularly worried” about the impact of AI on search; most are working on AI search strategies, with 24% shifting from SEO (Search engine optimisation) to GEO (Generative engine optimisation).

Artificial intelligence (AI) is gaining influence across the customer journey, from search to agentic commerce. Importantly, people and AI engines will both still rely on brand cues to make choices.

Marketers are advised to: (1) Focus AI tests on understanding measurable and clearly defined effects on customer journeys. (2) Experiment with AI but continue to invest in what is proven to work as customer uptake is inconsistent and results are unproven. (3) Draw on lessons from past tech disruptions to ground thinking and prepare for the AI future.

The reset of consumer milestones:

Nearly six in ten marketers (59%) said segmentation schemes based on age, income, social class and family structures are not really effective anymore, while 57% said traditional family structures and gender roles have changed dramatically, and 58% are seeing more childless families.

Household units are fundamentally changing as consumers rethink traditional life milestones, from having children to the nature of retirement. This phenomenon is altering established spending triggers, putting the onus on brands to re-evaluate typical category entry points for their customers.

Marketers are advised to: (1) Challenge established assumptions and ideas on consumer spending milestones using behavioural economics as a guide. (2) Build flexibility into brand platforms to be relevant to consumers entering a brand category at new moments and in response to different spend triggers. (3) Become the voice of the changing customer within their business by unearthing new usage occasions and category entry points through focused research.

A complimentary sample of The Marketer’s Toolkit 2026 is available to read here. Tune into a deep-dive series of six podcasts running from 13 November through early December.

Complementing the Marketer’s Toolkit 2026 are the GEISTE report, the upcoming Voice of the Marketer (December) and The Future of Media (January).

The Marketer’s Toolkit 2026 is the centrepiece of WARC’s Evolution of Marketing programme, the leading source of insight into the changing face of marketing. It provides a series of practical reports throughout the year designed to help marketers address major industry shifts to drive marketing effectiveness.

 

 

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Forget Energy Transition, Produce Oil Like Nothing Before

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African Energy Chamber

The future requires more oil and gas production – not less

BUENOS AIRES, Argentina, June 9, 2026/APO Group/ –The world does not have an energy problem. It has an energy supply problem. As demand rises, populations grow, and billions of people continue to live without reliable access to electricity and clean cooking technologies, the case for producing more energy has never been stronger. From Africa to Latin America, governments and operators are responding with renewed investments in exploration, production and infrastructure, signaling a shift away from energy subtraction and toward energy addition.

Speaking during the ARPEL Conference 2026 in Buenos Aires, Argentina, NJ Ayuk, Executive Chairman of the African Energy Chamber (AEC) – the voice of the African energy sector – delivered a direct message to policymakers, investors and industry leaders: “Forget transition. Let’s talk about addition. Let’s give people what they need.”

The numbers support the argument. Energy poverty remains one of the greatest barriers to economic development globally. In Africa alone, more than 600 million people remain without access to electricity, with nearly one billion people living without access to clean cooking technologies – the most disproportionately affected of which are women. Asking developing economies to produce less energy while these realities persist is fundamentally disconnected from the needs of billions of people.

“For far too long, we have been told to build less, produce less and pay more for energy,” Ayuk stated. “In Africa, we believe this is a moment for energy addition, not energy subtraction. Drill, baby, drill. It’s more important today than ever before.”

Africa offers the clearest justification for increasing oil and gas production. Despite holding more than 125 billion barrels of crude oil reserves and 620 trillion cubic feet of proven gas reserves, the continent relies heavily on imported petroleum products to sustain its economies. Inadequate investment flows across the energy value chain have impacted development and industrialization, leaving millions in the dark.

The global energy transition further compounds this challenge. Opposition by environmental groups, a shift toward aid rather than commercial business structures and diminishing investment for oil and gas projects have brought significant implications to the continent. While developed economies are pursuing a shift towards alternative energy sources, Africa needs its oil and gas – now more than ever before.

For far too long, we have been told to build less, produce less and pay more for energy

Efforts are being made across the continent to produce more oil and gas. Leading producers such as Nigeria and Angola strive to increase output, targeting brownfield development, accelerated exploration and enhanced recovery. Emerging producers such as Namibia are fast-approaching first oil, while discoveries made in Ivory Coast, investments made in the Republic of Congo, and new LNG builds in Mozambique and Tanzania are supporting greater production continent-wide.

“We must remain resolute. We must commit to an industry that builds more, produces more and never apologizes for oil. Many people in Africa are not ashamed of oil. We believe oil has a major role to play in our energy future,” Ayuk said.

Latin America offers a powerful demonstration of what sustained exploration and production can achieve. Brazil’s pre-salt developments remain among the most successful offshore projects in the world, delivering large volumes of low-cost production while attracting continued investment. Guyana continues to expand output at one of the fastest rates globally, while Argentina’s Vaca Muerta shale play is strengthening the country’s position as a major energy producer. Pan American Energy also recently announced plans to invest $680 million to revitalize Argentina’s Cerro Dragon field in the mature Golfo San Jorge basin, reflecting global interest in optimizing South American oil production.

The region’s success reflects a commitment to developing resources rather than restricting them. “Our friends in Latin America have been strong stewards for our industry,” Ayuk said, adding, “Be proud of your energy industry.”

That message extends far beyond Latin America. As governments reassess energy policy, supply security and economic growth priorities, oil and gas continue to provide the foundation upon which modern economies are built. The choice facing both emerging and producing nations is increasingly clear: either create the conditions necessary for investment, exploration and development, or risk falling behind in a world that continues to demand more energy.

“We do not have anywhere to transition to. Where are we going to transition to? From the dark to the dark?” Ayuk asked. “We want to ensure that we have energy that drives development.”

For billions of people still seeking access to affordable, reliable energy, the priority is not producing less. It is producing more.

“Don’t ever apologize for producing energy that drives human flourishing,” Ayuk concluded. “Keep building, keep producing and don’t be scared to say, ‘drill, baby, drill’ whenever you have the chance.”

Distributed by APO Group on behalf of African Energy Chamber.

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Heirs Energies’ US$750 Million Financing Named Best Oil & Gas Deal of the Year

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Heirs Energies Limited

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company

LONDON, United Kingdom, June 9, 2026/APO Group/ –Heirs Energies Limited, Africa’s leading indigenous-owned integrated energy company, has been recognised on the global stage after its landmark US$750 million dual-tranche Senior Secured Reserve-Based Lending (RBL) facility was named Best Oil & Gas Deal of the Year at the EMEA Finance Project Finance Awards 2026.

 

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company. The transaction highlights the growing role of African capital in supporting strategic investments that advance energy security, economic development, and long-term value creation across the continent.

Executed with the African Export-Import Bank (Afreximbank), the US$750 million financing was structured to accelerate field development, optimise production, and support Heirs Energies’ long-term growth ambitions, while maintaining disciplined capital management.

Commenting on the recognition, Osa Igiehon, Chief Executive Officer of Heirs Energies, said: “This recognition reflects the confidence that African and international financial institutions continue to place in Heirs Energies, our strategy, and our long-term vision.

“The transaction demonstrates that indigenous African energy companies can successfully structure and execute world-class financing solutions that support investment, growth, and value creation. We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible.”

We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible

Mr. Haytham ElMaayergi, Executive Vice President, Global Trade Bank at Afreximbank, said: “We are truly honoured that the US$750 million dual-tranche Senior Secured Reserve-Based Lending facility for Heirs Energies has been recognised as Best Oil & Gas Deal of the Year by the EMEA Finance Project Finance Awards.

“This recognition underscores the importance of well-structured, Africa-focused financing in supporting indigenous energy companies with strong governance, high-quality assets and clear long-term growth plans. Afreximbank was proud to support this landmark transaction, which demonstrates how African financial institutions can help mobilise capital for strategic businesses that advance energy security, production capacity and sustainable value creation across the continent.

“We congratulate Heirs Energies and all the partners involved in the transaction and are pleased to see this important financing recognised on such a respected international platform.”

Samuel Nwanze, Executive Director and Chief Financial Officer of Heirs Energies, added: “This award validates the strength of the transaction and the confidence our financing partners placed in Heirs Energies.

“The facility was designed to support our long-term growth strategy, enabling continued investment in field development, production optimisation, and sustainable value creation. We are pleased to see the transaction recognised on such a respected global platform.”

The financing represented a major milestone in Heirs Energies’ evolution from acquisition-led financing to a capital structure aligned with the long-term development profile of its reserves. It further reinforced the Company’s position as a leading indigenous energy producer and demonstrated the ability of African institutions to finance transformational African businesses.

The EMEA Finance Project Finance Awards recognise outstanding transactions across Europe, the Middle East, and Africa, celebrating excellence, innovation, and impact in project and structured finance.

Distributed by APO Group on behalf of Afreximbank.

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What Human Resource (HR) Professionals Gain from Automation

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HR

Four examples of automation supporting HR staff

JOHANNESBURG, South Africa, June 9, 2026/APO Group/ –Human resource people are concerned. As automation becomes more featured in modern digital technologies, many HR staff are asking the same question: will automation replace me?

 

Their fears are not unfounded. According to surveys conducted by Gartner (https://apo-opa.co/4uo4fGQ), some companies are using AI as an excuse to reduce HR headcounts, and 79% of Chief HR Officers told AMS (https://apo-opa.co/4xj8Qg9) that they see notable concerns about job security among their teams.

 

Supporting human abilities

 

However, a report published last year by the International Labour Organisation (https://apo-opa.co/3SaBQGM) found that AI and automation are unlikely to replace HR staff. Instead, automation is producing significant productivity improvements for HR staff, says Mignon Wolmarans, HR Product Manager at Deel Local Payroll.

 

“HR jobs require people with complex problem-solving, creativity, and strong interpersonal skills. These are not abilities that a machine or software can replace. But HR people spend most of their time on manual tasks that actually reduce their ability to focus on priorities where their skills are needed the most.”

 

This observation comes from working with clients who adopt automation in their HR environments, she adds.

 

“We sometimes encounter reluctance when we bring up automation, and the resistance is usually around a comfort with manual processes or gaps in training and skills that reduce people’s confidence in technology. But when we work with them to overcome those concerns, they love what automation does and how it gives them more autonomy and focus.”

 

How automation supports HR

 

Modern HR platforms, cloud software, can automate many routine HR tasks, either as processes designed by HR teams or as ready-to-use native features. These latter features match frequent HR tasks that would otherwise require significant manual processing, input from multiple people, or both.

People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them

 

Some examples include:

 

  • Leave management: Automate accruals based on length of service, salary grade, or a combination of the two. Automation applies forfeiture rules automatically, and if an employee’s tenure ends, leave encashment is calculated and processed in a single automated action.

 

  • Claims: Self-service custom forms and document attachments streamline overtime and travel claims. These are processed through established rules and approvals, pushed to the responsible managers or heads of departments. As soon as a claim is approved, it automatically updates payslip information.

 

  • E-onboarding: Instead of HR practitioners capturing new employee information manually, ‌newcomers use online forms to complete their basic profile and address information, and attach key documents, all of which are loaded onto their profile and only require approval from HR.

 

  • Performance management: Set up different performance review layouts, forms, and templates for various roles, objectives, and indicators. Participants can attach supporting documents, while reviewers, managers, and other staff can submit their contributions. All the performance data feeds into central dashboards for complete control and visibility of the company’s performance.

 

These automations reduce manual workloads and errors while extending features to other stakeholders in different departments. Crucially, they don’t replace HR staff and instead give them the capacity to focus on intricate and human-centric activities that require more than capturing data and compiling reports. As mentioned, HR teams can also create automated processes and customised forms.

 

Creating digital confidence

 

The best HR software vendors offer training and skills honing for customers. For example, Deel Local Payroll provides training staff and extensive learning resources for its customers, helping them take charge of automation.

 

“People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them. That’s why we have a dedicated training department, one-to-one training, and e-learning courses that help fill those gaps,” says Wolmarans.

 

The fear that automation will replace HR people is overstated, even if some company leaders consider it an option. Software cannot compare to what skilled HR professionals do best. But those same professionals focus overwhelmingly on manual tasks, taking time better spent on more complex and strategic priorities.

 

Automation doesn’t replace HR professionals. When the right platform and vendor support them, it makes them better at their jobs.

Distributed by APO Group on behalf of Deel Local Payroll, powered by PaySpace.

 

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