The Case for Going Against the Crowd in 2026

Why Trust—and Print—Will Win the Year

A new year always brings a surge of ambition. Teams reset targets. Leaders declare bolder goals. Markets shift. But 2026 needs a different kind of energy that includes an undercurrent of consumer caution, fatigue, and skepticism that’s reshaping how brands must show up. As we have shared in prior content, trust, clarity, and genuine connection are now currency. And if your brand wants to rise above the noise, you will need the courage to move in the opposite direction of the crowd.

It all starts with trust. As noted in our October email, 51% of consumers say clear communication on pricing and availability increases brand loyalty. (Wunderkind Tariff Sentiment Report, Oct. 2025). That is a kind of a mandate rather than just a stat. We believe that simplicity builds trust, which drives conversion. But simplicity doesn’t come from more automation, more noise, or more digital clutter. It comes from brands slowing down long enough to be intentional and honest with the people they serve.

Then we need to consider behaviour in the marketplace. You may recall that 47% of shoppers are hunting for discounts more often than earlier this year, reflecting a sharper value mindset driven by economic anxiety. (Wunderkind Tariff Sentiment Report, Oct. 2025).

Consumers are not crazy. They are more alert these days. They’re watching who respects their time, their budget, and their intelligence. And if your brand communicates clearly and delivers perceived value, then you have a shot at standing out. But, if you choose to chase attention with digital sprawl and algorithmic desperation, then odds are you will lose.

It will take courage to go against the crowd and discover a competitive advantage. But, while most marketers use the same tactics of more AI, more digital noise, and more dashboards, the brands that stand out will be the ones that lean into humanness. Yes, AI is powerful. Yes, analytics matter. But when everyone is using the same tools the same way, the differentiation does not exist.

The opportunity for 2026 is to choose the counter strategy. So, when everyone is chasing efficiency, you choose connection. When everyone is scaling automation, you choose intimacy. When everyone is flooding digital channels, you invest in print. And when everyone is measuring everything, you will be spending time uncovering real stories.

Our final plug for the year is to remind you that print is not nostalgic. It is a sign of empathy in a world of noise. It’s a physical commitment to a relationship with the market. It slows the reader down. It carries weight. It communicates intention and respect. And right now, in a landscape where trust is fragile and attention is fractured, print’s permanence is a differentiator.

But print alone isn’t the full play. Brands must pair it with storytelling that shows real understanding. Analytics explain behaviour; stories reveal meaning. And meaning builds loyalty.

In 2026, our hope is that you don't follow the crowd and choose the opposite direction. We wish you great courage in the new year and cannot thank you enough for being invested in the business of trust.

Happy New Year!