Future Trends Archives

Why Marketing Leaders Are Rethinking Their Priorities

What are the 4 Shifts Shaping Marketing & Procurement in 2026? Leaders today are operating in a very different environment than they were just a few years ago. Economic uncertainty, increased budget scrutiny, rising expectations around collaboration and the rapid adoption of AI are reshaping how decisions are made across organisations. Today, more than 90% of senior leaders say the business environment is riskier than it was a year ago, creating a need for greater agility, stronger governance and clearer accountability.

Key Trends Influencing Marketing and Procurement Decisions

Drawing on insights gathered from WFA Global Marketers Week, ProcureCon Marketing and POPAI’s Impact Sustainability Summit, this report explores four shifts influencing how organisations plan, invest and engage with customers. These shifts are redefining how businesses balance risk, demonstrate value, build trust and improve collaboration across teams. With 97% of marketing leaders are experiencing heavier budget scrutiny and 84% of marketing teams reporting collaboration challenges that impact speed and clarity, and why organisations are increasingly focused on delivering measurable outcomes rather than simply increasing activity.

The Growing Importance of AI Trust and Governance

AI continues to dominate boardroom discussions, but the conversation is shifting from experimentation to responsible implementation. As AI adoption accelerates, organisations are placing greater emphasis on governance, transparency and brand safety. The report explores why trust is emerging as a competitive advantage and what businesses need to consider as AI becomes embedded within everyday operations.

As Samantha Royston of Burberry observed at ProcureCon, “AI is becoming less theoretical… we’re getting into the detail of it now.” So, challenge is no longer whether organisations will use AI, but how they can do so responsibly and effectively.

Download 4 Shifts Shaping Marketing & Procurement in 2026

From managing risk and proving ROI to fostering closer collaboration and building trust, today’s leaders face a growing number of interconnected challenges. This report brings together industry data, expert perspectives and practical observations to help organisations understand what’s changing and where the greatest opportunities for growth and competitive advantage lie. Download the full insights below to explore the 4 Shifts Shaping Marketing & Procurement in 2026.

If you would like access to any other insights, take a look at our Innovation Hub here.

APS attended ProcureCon Marketing 2026 for two days of discussion, networking and industry insight. As a sponsor, we aimed to offer something practical and engaging for attendees.

Our Smoothie Station by APS, serving three delicious flavours, provided some welcome refreshment between sessions. Alongside this, we hosted a pop-up photo booth where delegates could receive a free professional headshot. Over the two days, we photographed around 150 attendees, giving them something useful to take away to update their LinkedIn profiles.

The sessions and conversations across the event reflected a sector that continues to evolve. The topic on everyone’s lips was still very much AI, how it’s being applied within marketing operations, and how to leverage this responsibly. As well as ongoing challenges around balancing cost control with creative quality. Delegates also spoke about the need for closer collaboration between internal teams, and the importance of building more transparent, effective agency partnerships.

We captured some ‘ProcureCon Perspectives’ where attendees shared the trends they’re hearing about most, the challenges they’re facing, and what they’re taking away from the event – along with their favourite freebie. Watch the full video below!

ProcureCon Marketing was a valuable opportunity to connect with peers and hear how others are approaching similar challenges. It was great to be part of the conversation – bring on 2027!

Our team also went to Euroshop 2026, take a look at the key trends shaping retail.

Global Accessibility Awareness Day (GAAD) is a worldwide moment to pause, reflect and act on the importance of accessibility, especially digital inclusion. It exists to show the barriers people face when accessing information and digital content, and to encourage organisations to build experiences that work for everyone. Each year, GAAD brings people together to raise awareness, share knowledge and drive meaningful change across digital and offline communications.

According to the GAAD website, there are 1 billion people worldwide with a disability. Accessibility matters because it ensures information is inclusive, usable, and available to all. Everyone has the right to access information in a way that works for them, whether that’s online, in print, or across multiple formats. When accessibility is considered from the outset, it helps support inclusion and creates clearer, more effective communications that reach wider audiences.

At APS, we’re committed to helping organisations become more accessible. We take a proactive, people‑first approach to accessibility, supporting both online and offline communications and helping organisations meet complex accessibility guidelines. With over 50 years’ combined experience, our publishing and digital experts work holistically to make information as accessible as possible across all channels. Rather than a one‑size‑fits‑all solution, we use our 5C model – Context, Conception, Content, Communication and Curation – to ask the right questions from the very beginning and ensure accessibility is built in, not bolted on.

To support companies on this journey, we’ve created an informative accessibility toolkit with useful resources designed to help teams understand where to start and how to make practical improvements. To access the toolkit, simply complete the request form below.

It includes:

A practical PDF guide
A short video
A mini podcast with our Publishing Manager, Fiona McParland

This Global Accessibility Awareness Day, we’re proud to champion accessibility and help organisations talk to their audience in a way that truly works for everyone. Discover how APS can help you take the next step towards more inclusive communications by reaching out to [email protected].

Branded merchandise is about more than putting a logo on a product. It can create meaningful connections with audiences, strengthen brand recognition and give people something tangible to remember.

We take a joined-up approach to branded merchandise, bringing together creative thinking, sourcing, production, technology, sustainability and fulfilment to make the entire process simpler and more effective.

From product to experience

The right merchandise starts with understanding what you want to achieve.

Whether you’re looking to support an event, engage employees, reward customers or increase brand awareness, the product needs to be relevant to the audience and reflect your brand.

Rather than simply choosing from a catalogue, we help clients consider the bigger picture:

Who is the merchandise for?
What do you want it to achieve?
How and when will it be distributed?
Does it reflect your brand and values?
Will people genuinely want to keep and use it?

Taking this approach helps turn merchandise from a giveaway into a more meaningful brand experience.

Creativity with purpose

There are thousands of branded products available, but more choice doesn’t always mean better results.

Our approach combines creative thinking with practical considerations to help clients identify products that are relevant, useful and appropriate for the campaign or audience.

From everyday branded items through to bespoke products and campaign packs, each solution can be shaped around the brand, brief and budget.

Making branded merchandise easier to manage

Managing merchandise can become complex, particularly when different teams, locations or suppliers are involved.

APS brings the process together, supporting clients across:

Product sourcing
Creative and artwork
Production
Brand consistency
Stock management
Storage and fulfilment
Distribution

Having a more joined-up approach helps provide greater visibility and control while making it easier to manage branded merchandise across campaigns, teams and locations.

Sustainability from the start

Sustainability is increasingly important when choosing branded merchandise.

That means looking beyond the product itself and considering materials, sourcing, packaging, quantities, transportation and what happens to an item at the end of its useful life.

By building these considerations into the process from the beginning, brands can make more informed product choices and reduce unnecessary waste while still creating merchandise that has an impact.

Technology that puts you in control

Technology can also make managing merchandise simpler.

A centralised approach can give teams greater visibility over available products, stock and ordering, while helping maintain consistency across the organisation.

This is particularly valuable for organisations managing multiple locations, departments or campaigns, where greater control can help simplify ordering and reduce duplication.

Bringing everything together

Great branded merchandise isn’t about creating more products. It’s about creating the right products for the right people, with a clear purpose behind them.

By combining creativity with sourcing expertise, operational support, technology and sustainability, APS helps brands make more of every piece of merchandise.

From the initial idea through to production and delivery, our approach brings everything together to create branded merchandise that is easier to manage and designed to make a lasting impact.

If you’d like to explore what branded merchandise could look like for your organisation, get in touch with APS.

Request the 4 Shifts We’re Seeing Report

Request our accessibility toolkit

Request a recording of AI & CXM: Is your organisation future-proof?

4 Shifts Shaping Marketing & Procurement in 2026