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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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Sierra Leone’s PDSL to Host Strategic Investor Roundtable at Paris Energy Forum

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March 24, 2026

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The Petroleum Directorate of Sierra Leone will lead a targeted roundtable at Invest in African Energy 2026, spotlighting upstream potential and cross-regional partnerships

PARIS, France, March 24, 2026/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL) is set to convene an investor roundtable at Invest in African Energy (IAE) Forum 2026 in Paris, underscoring growing interest in West and North African energy markets and the need for deeper capital engagement across exploration, renewable and offshore services. The session reflects a strategic effort by Sierra Leone to connect its emerging upstream prospects with established operators and project developers as the country moves to unlock the full potential of its emerging oil and gas industry.

 

Sierra Leone is increasingly positioning itself as a frontier oil and gas market with significant offshore potential, and part of the PDSL’s mandate is to catalyze investment interest in its offshore acreage through direct engagement with global capital. Recent data suggest the country holds estimated recoverable resources in the tens of billions of barrels, backed by discoveries and extensive multi‑client seismic datasets that prospective investors are evaluating. The PDSL is actively promoting licensing opportunities and drilling plans, emphasizing fiscal terms and exploration readiness to attract strategic partners.

 

A cornerstone of this strategy is the anticipated launch of the country’s sixth licensing round. Offering a rare early-entry opportunity into a largely untapped deepwater terrain with considerable upside, the upcoming bid round is backed by fresh 3D datasets which de-risk exploration and support new drilling campaigns. Just this month, GeoPartners announced that the final Pre-Stack Time Migration data for its recently acquired 3D multi-client seismic survey in the country was complete and is now available for licensing. The dataset provides a 3D window into the hydrocarbon potential of the underexplored northern Sierra Leone region.

 

Sierra Leone’s licensing drive comes as major operators advance exploration activities. In 2025, Eni signed a Reconnaissance Permit Agreement with the PDSL, securing rights to conduct reconnaissance and technical evaluation activities across offshore blocks G113, G129, G130, G131 and G132. The acreage covers 6,790 square kilometers within Sierra Leone’s territorial waters. Nigeria’s F.A. Oil Limited is pursuing drilling following its award of six offshore blocks through the country’s fifth licensing round in 2023. The company is currently seeking a farm-in partner to advance the project from exploration to production, offering a 40% stake in each of the G Blocks 53, 54, 55, 71, 72 and 73.

 

As these development unfold, the upcoming roundtable at IAE 2026 offers a unique opportunity for operators and policymakers to engage potential investors. The IAE 2026 Forum has become a strategic bridge between African upstream opportunities and global investors, with sessions like the PDSL roundtable designed to foster deeper dialogue and provide clarity on project pipelines and investment prerequisites. Discussions are expected to cover mechanisms for de‑risking exploration activity, optimizing fiscal and contractual frameworks and identifying synergies between hydrocarbon investment and renewable energy commitments.

 

For investors seeking differentiated exposure to African energy markets, the Sierra Leone roundtable represents both a focused exploration of frontier oil potential and a broader conversation about regional infrastructure, partnerships and the evolving demands of energy capital in the years ahead.

 

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

 

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

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Cape Town Prepares for African Mining Week 2026 as Draft Program Reveals Continent’s Mineral Drive

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March 24, 2026

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African Mining Week returns for its 2026 edition with an expanded three-day program, bringing together African mining leaders and global partners to shape the future of the continent’s mining sector

CAPE TOWN, South Africa, March 24, 2026/APO Group/ –Global economic trends – from record-breaking commodity prices to intensifying geopolitical competition for resources – are reshaping the strategic importance of Africa’s mineral wealth. As global countries race to secure supply chains for energy transition metals – which are expected to triple by 2030 – Africa is positioning its 30% share of the world’s critical minerals as a key pillar of economic growth. African governments are modernizing mining codes, developing industrial corridors and investing in mineral processing facilities to support local beneficiation, job creation, workforce development and regional mineral markets.

 

Against this backdrop, the upcoming African Mining Week (AMW) Conference & Exhibition – Africa’s premier gathering for mining stakeholders – has launched the draft program for its 2026 edition {https://apo-opa.co/3NneKLj}. Scheduled to take place October 14–16 in Cape Town, the event provides a platform where policymakers, global investors, project operators, technology providers, academia and mining service companies examine Africa’s mining opportunities, challenges and long-term strategic direction.

Under the theme ‘Mining the Future: Unearthing Africa’s Full Mineral Value’, the three-day, multi-track agenda reflects the growing urgency among African markets to strengthen value addition across the mining value chain.

Regional Cooperation and Policy Alignment in Focus

A key feature of the agenda is the Ministerial Forum, where African mining ministers will provide updates on regulatory reforms and policy alignment initiatives aimed at unlocking greater value from the continent’s mineral resources. Discussions will examine how harmonized regulatory frameworks and regional cooperation can accelerate investment flows and strengthen Africa’s position in global mineral supply chains.

The inclusion of regional policy integration reflects a growing continental push to leverage frameworks such as the African Continental Free Trade Area (AfCFTA) to enhance cross-border mineral cooperation and trade.

We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group

“Africa’s integration is not only a political objective but a strategic economic vision,” stated Emmanuel Armah-Kofi Buah, Ghana’s Minister of Lands and Natural Resources, in remarks reported by Energy Capital & Power – organizers of AMW – in February 2026. “Our natural resources require coordinated policies. Isolated legal frameworks cannot fully unlock their value. Through integration and initiatives such as the ECOWAS [Economic Community of West African States] Mining Code and the African Mining Vision, we can build a stronger and more competitive mineral economy.”

Nigeria’s Minister of Solid Minerals Development, Henry Alake, echoed this emphasis on regional cooperation and beneficiation.

“We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group,” he stated. “We must develop mineral corridors that connect resources, infrastructure and markets across the continent. Our goal is not to simply export raw materials, but to develop industrial hubs that create jobs and value across borders.”

Connecting Global Investors with African Opportunities

Strategic roundtables and Country Focus sessions form a key part of the AMW 2026 program, connecting African mining jurisdictions with international partners from the U.S, Europe, the Middle East and China. These sessions will provide African stakeholders with a platform to showcase exploration opportunities and project pipelines across the mining value chain.

Meanwhile, technical workshops and the exhibition floor at AMW 2026 will provide a platform for equipment manufacturers, technology providers and engineering firms to showcase innovations designed to enhance operational performance across mining operations.

By combining high-level policy dialogue with technical expertise and investment matchmaking, AMW 2026 positions itself as a critical marketplace where Africa’s mineral potential converges with global capital, technology and strategic partnerships – helping shape the next phase of growth for the continent’s mining sector.

AMW serves as a premier platform for exploring the full spectrum of mining opportunities across Africa. The event is held alongside the African Energy Week: Invest in African Energies 2026 conference from October 12-16 in Cape Town. Sponsors, exhibitors and delegates can learn more by contacting sales@energycapitalpower.com.

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

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Tony Elumelu Foundation Selects Seven North African Entrepreneurs in 2026 Cohort

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March 24, 2026

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Seven North African entrepreneurs in technology, education, professional services and agriculture selected from 265,000 applications at historic Abuja ceremony

Hope is not just a feeling — it is a system we can build

ABUJA, Nigeria, March 24, 2026/APO Group/ —
  • 7 North African entrepreneurs selected from Morocco, Tunisia and Egypt
  • 51% of the 2026 cohort are women, all selected purely on merit, without any quota in place
  • 3,200 total entrepreneurs selected from 265,000+ applications across 54 African countries
  • USD 5,000 in non-refundable seed capital for each selected entrepreneur
  • Selection conducted independently by Ernst & Young

 

The Tony Elumelu Foundation (TEF) (www.TonyElumeluFoundation.org), the leading philanthropy empowering young African entrepreneurs, announced on Sunday, 22 March 2026 the 12th cohort of the TEF Entrepreneurship Programme at a ceremony held at the Transcorp Hilton, Abuja. The announcement was made by Founder Tony O. Elumelu, C.F.R.

 

Among the 3,200 entrepreneurs selected from 265,000 applications received from all 54 African countries: seven from North Africa. Three from Tunisia, two from Morocco, two from Egypt. Spanning technology, education, professional services and agribusiness, they represent a generation of North African founders building businesses that address the urgent needs of their communities. Their selection, which was conducted independently by Ernst & Young, places them among the most rigorously assessed young entrepreneurs on the continent.

 

This year’s cohort carries a historic signal: 51 percent of the 2026 entrepreneurs are women. They were selected purely on merit, without quota. Across hundreds of thousands of applications, women distinguished themselves through the strength of their ideas, the clarity of their business models and the ambition of their vision.

 

In 2026, the Foundation is empowering a total of 3,200 entrepreneurs across all its entrepreneurship programmes:

 

  • 1,751 entrepreneurs through Heirs Holdings Group: Heirs Energies, Transcorp Power, Transcorp Hotels, and United Capital;
  • 1,049 entrepreneurs in partnership with the European Commission, OACPS, BMZ and GIZ;
  • 100 entrepreneurs in partnership with Sèmè City Development Agency;
  • 100 entrepreneurs in partnership with DEG, the German Development Agency;
  • 100 entrepreneurs in partnership with the IKEA Foundation, UNICEF’s Generation Unlimited and the Dutch Government; and
  • 100 entrepreneurs in partnership with UNDP and the Rwandan Ministry of Youth and Arts.

 

 

Each selected Tony Elumelu Entrepreneur will receive USD 5,000 in non-refundable seed capital, access to world-class business management training on TEFConnect, one-on-one mentorship, and entry into a powerful network of investors, partners and fellow entrepreneurs.

 

In his annual letter (https://apo-opa.co/4uOFepM), “A Story of Hope,” Tony O. Elumelu, C.F.R., Founder of the Tony Elumelu Foundation, shared a powerful message to the new cohort:

 

“For a long time, I believed luck was something that simply happened to you. Then I came to understand: luck can be engineered. Opportunity can be democratised. Hope is not just a feeling — it is a system we can build.” — Tony O. Elumelu, C.F.R., Founder, Tony Elumelu Foundation — 2026 Annual Letter

 

The Tony Elumelu Foundation has empowered over 2.5 million young Africans with access to business management training on TEFConnect (https://TEFConnect.com), and disbursed over USD 100 million in seed capital to more than 24,000 selected entrepreneurs.

 

Collectively, these entrepreneurs have generated USD 4.2 billion in revenue and created more than 1.5 million direct and indirect jobs. Through its support for African entrepreneurs, TEF has lifted 2.1 million Africans above the poverty line and positively impacted more than 4 million African households, with 46% of supported entrepreneurs being African women. Eighty percent of TEF-supported businesses survive and scale, against a global average of ten to twenty percent.

 

 

The announcement ceremony was broadcast live in English (https://apo-opa.co/3PWLiML), French (https://apo-opa.co/3PWLiML), Portuguese (https://apo-opa.co/4t4Y7Da) and Arabic (https://apo-opa.co/4bYHlQl).

 

Distributed by APO Group on behalf of The Tony Elumelu Foundation.

 

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