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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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Port Community Systems (PCS) as the crisis backbone: how trade disruption makes digital port infrastructure non-negotiable (By Alioune Ciss)

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Port Community Systems

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes

DUBAI, United Arab Emirates, May 19, 2026/APO Group/ —By Alioune Ciss, Chief Executive Officer, Webb Fontaine (https://WebbFontaine.com).

When global trade flows normally, Port Community Systems (PCS) are often viewed as efficiency tools. They digitize paperwork, connect stakeholders, reduce delays, and improve visibility across port ecosystems. However, the true impact and strategic importance of PCS become most apparent when a crisis hits.

Whether caused by geopolitical conflict, canal restrictions, rerouted shipping lanes, cyber risk, labor disruption, or sudden regulatory shifts, modern supply chain shocks remind us that ports without strong digital coordination struggle to adapt, whereas ports with robust PCS infrastructure are better positioned to keep cargo moving. In today’s environment, PCS has become a critical infrastructure.

Disruption is not an exception anymore

Global maritime trade has entered a more volatile era where disruption is structural. Let’s review the recent events to understand the scale of impact:

  • Around 2,000 ships were reportedly stranded during the recent Strait of Hormuz (https://apo-opa.co/4dii0lb) crisis.
  • The Red Sea crisis (https://apo-opa.co/4dz5gFA) led to more than 190 attacks on vessels by late 2024, forcing widespread rerouting and increasing transit times by up to two weeks.
  • The Suez-linked corridor (https://apo-opa.co/4dz5gFA), which carries roughly 10–12% of global maritime trade, experienced sharp volume declines during the disruption.
  • Supply chains across the Middle East, Africa, and Europe faced cascading effects, including congestion, cost increases, and schedule instability.

At the same time, the global port industry itself is undergoing rapid transformation. According to the International Association of Ports and Harbors (IAPH), ports are accelerating digitalization and strengthening resilience capabilities in response to geopolitical and operational uncertainty. This is the new reality: routes shift, volumes spike, and conditions change faster than traditional systems can handle.

Why PCS matters most during a crisis

When vessel schedules collapse, or cargo volumes suddenly spike, physical infrastructure alone is not enough. Cranes, berths, gates and yards also need coordination. That is where PCS becomes the backbone of resilience.

A PCS is not just a digital tool; rather, it’s a shared operational layer. It connects shipping lines, terminals, customs, freight forwarders, transport operators, and authorities through a single data environment, enabling synchronized decision-making across the ecosystem.

Instead of exchanges through emails, phone calls, Excel files, or siloed systems that generate delays and errors, the PCS enables seamless and real-time coordination.

1. Real-time visibility across the ecosystem

When vessels are delayed or rerouted, fragmented communication becomes a liability.

PCS enables real-time visibility across:

  • vessel arrivals and berth planning
  • cargo status and documentation
  • customs readiness and inspections
  • gate operations and inland logistics

Instead of fragmented updates, stakeholders operate from a shared, trusted data environment.

When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’

In a crisis, the speed of information becomes the speed of recovery.

2. Faster decision-making under pressure

Sudden disruptions create immediate operational stress:

  • surges in transshipment volumes
  • yard congestion risks
  • inspection bottlenecks
  • inland transport delays

Without digital coordination, responses are reactive and slow.

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes.

3. Customs and border continuity

Cargo cannot move if border agencies cannot move.

According to joint guidance from the World Customs Organization (WCO) and International Association of Ports and Harbors (IAPH), interoperability between Customs systems and PCS is essential for coordinated border management, risk control, and secure data exchange (https://apo-opa.co/3PLcs9P).

In crisis conditions, this becomes critical. Governments must introduce new controls, risk filters, or emergency procedures quickly, without disrupting trade flows. PCS enables this  balance.

4. Trust and transparency for the market

Importers, exporters, and carriers can tolerate disruption more than uncertainty. What they need is visibility.

PCS provides transparency across the supply chain, allowing stakeholders to track cargo status, anticipate delays, and plan accordingly. This transparency builds trust and reduces the systemic risk of panic-driven inefficiencies.

Operational resilience is the key

As we all know, the classic PCS discussions focus on key KPIs such as:

  • reduced turnaround time
  • fewer documents
  • lower administrative cost
  • faster truck processing

But today, the most important KPI is “readiness”: If a major trade corridor shifts tomorrow, can your port ecosystem adapt in real time?

To answer “Yes” to this question, a future-ready PCS should include:

  • real-time event management
  • integrated stakeholder communication
  • predictive congestion alerts
  • interoperability with customs and regulatory systems
  • scalable architecture for demand spikes

“For years, ‘efficiency’ was key when it comes to PCS. However, today, the key is ‘resilience’… When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’… Therefore, we should treat PCS as a crisis backbone of trade, not an IT efficiency initiative.
[Alioune Ciss, CEO, Webb Fontaine]

The Next Evolution: Intelligent PCS

PCS is now entering a new phase. Next-generation systems are evolving into data-driven platforms that support predictive analytics, AI-enabled decision-making, and proactive risk management (https://apo-opa.co/4eQ93Rg).

In other words, today, ports need systems that help orchestrate responses. Solutions such as Webb Ports (https://apo-opa.co/42F3gqq) from Webb Fontaine reflect this shift. By connecting all port stakeholders through a unified platform, anticipating congestion before it happens, simulating operational scenarios, and optimizing resource allocation dynamically, we enable faster coordination, better visibility and more agile responses when disruptions occur.

Distributed by APO Group on behalf of Webb Fontaine.

 

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Energy

Rand Refinery Joins African Mining Week (AMW) as Silver Sponsor Amid Regional Market Expansion Strategy

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Energy Capital

African Mining Week 2026 will showcase lucrative investment, partnership, and knowledge-exchange opportunities across Africa’s gold downstream sector, as Rand Refinery intensifies its investment and expansion strategy across the continent

CAPE TOWN, South Africa, May 19, 2026/APO Group/ –Amid a strategy to expand from a South Africa-focused refiner into a pan-African downstream leader, Rand Refinery has joined African Mining Week (AMW), an Influential African Mining Conference, scheduled for October 14-16, 2026 in Cape Town, as a silver sponsor.

Rand Refinery’s participation reflects a broader strategic alignment between the company’s expansion agenda and AMW’s focus on supporting and enabling local beneficiation and promoting artisanal and small-scale mining (ASM) responsible sourcing frameworks.

 

In terms of volumes, the latest market information indicates that Africa produces 1000tpa of mined gold (more than any other continent), with large-scale mining (LSM) and ASM being almost evenly balanced (500tpa production each). On its current trajectory, African ASM volumes are expected to eclipse those of LSM.

 

The focus on ASM as a transformational imperative is valid, and Rand Refinery is an active participant in the precious metals supply chain, working alongside other upstream and downstream actors to ensure that the communities and countries with gold resources benefit in a sustainable manner.

 

Under the theme Mining the Future: Unearthing Africa’s Full Mineral Value Chain, AMW 2026 offers a critical interface between refiners, miners, regulators, and financial institutions, as African countries intensify efforts to capture more value from responsible mineral production.

 

A key pillar of Rand Refinery’s 2026 strategy is its expansion into high-growth gold markets beyond South Africa. In January 2026, the company partnered with Ghana’s Gold Coast Refinery (GCR) to support the Ghana Gold Board to locally refine artisanal and small-scale (ASM) gold and elevate responsible sourcing standards in West Africa. The partnership also positions Rand Refinery in a rapidly growing and historically fragmented supply segment: ASM operations, enabling the company to enhance traceability and strengthen compliance with global standards for ethical sourcing and anti-money laundering.

 

The partnership potentially allows the monetization of ASM supply streams in the formal gold ecosystem, complementing Rand Refinery’s established role in refining output from responsible large-scale producers. AMW 2026 represents a timely platform for the company to provide an update on its projects and contribution to Africa’s gold sector.

 

As demand for regional refining capacity expands, along with central bank buying programs, companies such as Rand Refinery will be crucial.

 

Central bank gold purchases are projected to average around 585 tons per quarter in 2026, underscoring sustained global demand. In Africa, gold now accounts for approximately 17% of total reserves – up from less than 10% in 2022–2023 – while physical holdings increased from 663 tons in 2022 to an estimated 738 tons in 2025.

 

This upward trajectory is driving demand for trusted refining and value addition services, positioning Rand Refinery as a key partner in the region. Against this backdrop, AMW provides a strategic platform for central banks and gold buyers to engage directly with one of the world’s largest integrated single-site precious metals refining and smelting complexes and strengthen regional beneficiation and national reserve strategies.

 

At AMW, Rand Refinery executives will participate in panel discussions and networking sessions, engaging stakeholders on partnership opportunities that support a more integrated, transparent and value-driven African gold ecosystem.

Distributed by APO Group on behalf of Energy Capital & Power.

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Applications open for the 2027 Meltwater Entrepreneurial School of Technology (MEST) Africa AI Startup Program

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Meltwater

Join a global community of AI entrepreneurs

ACCRA, Ghana, May 19, 2026/APO Group/ –The Meltwater Entrepreneurial School of Technology (MEST) (https://Meltwater.org), has opened applications for the second edition of the MEST AI Startup Program, a fully-funded, immersive experience designed to equip Africa’s most promising AI entrepreneurs with the technical, business, product, and leadership skills to build and scale globally competitive AI startups.

Over a seven-month training phase, the MEST AI Startup program will provide founders with hands-on instruction, technical mentorship, and business coaching from global experts to develop AI-powered solutions. The top startups will then advance to a four-month incubation period to refine products, sharpen go-to-market strategies, and secure market traction. At the end of incubation, startups have the opportunity to pitch for pre-seed investment of up to $100,000 and join the MEST Portfolio.

We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry

The inaugural cohort brought together founders from seven African countries who are already building transformative AI solutions across industries. Building on the momentum of the first edition, the 2027 intake reflects MEST Africa’s continued commitment to ensuring African entrepreneurs play a defining role in the future of artificial intelligence.

According to Emily Fiagbedzi, AI Startup Program Director, the urgency of investing in African AI talent has never been greater.

“AI technology is advancing at an extraordinary pace, and meaningful participation in the global AI economy requires more than access to tools, it requires the ability to build,” she said. “This program is designed to help talented African founders develop solutions to real challenges while positioning them to compete globally. We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry from organizations including OpenAI, Perplexity, Google, and Meltwater”

For the 2027 intake, the program is open to African founders based in Ghana, Nigeria, Senegal, and Kenya aged 21–35 with software development experience who want to start their own AI startup.

Apply now at https://apo-opa.co/3ReIQSI

Distributed by APO Group on behalf of The Meltwater Entrepreneurial School of Technology (MEST Africa).

 

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