- Cath Eaton /
- Insight /
- 28-01-26 /
- SHARE
Making Waves: No Buy 2026, creator marketing investments, and the Olympics
Welcome to Making Waves, our monthly round-up of the marketing shifts, platform moves and cultural signals shaping brand, content and digital.
From AI’s growing influence on creativity to the BBC’s YouTube-first pivot, creator marketing’s coming of age, and the return of big-moment cultural storytelling – these are the stories setting the pace for 2026. Whether you’re leading a brand, shaping content or setting strategy, these are the six stories that offer a clear view of where marketing is heading next, and why they matter.
1. AI in advertising: scale meets scepticism
Generative AI is now firmly embedded in advertising, helping brands produce campaigns faster and cheaper than ever before. But alongside adoption comes resistance – with growing criticism of AI-only creative and renewed appreciation for human-led ideas that feel emotionally resonant.
Why it matters: AI isn’t optional anymore – but neither is creativity. Winning brands in 2026 will balance efficiency with originality, protecting brand while evolving how content is produced and deployed across digital channels.
2. Platform strategy reset: BBC goes YouTube-first
The BBC’s reported move to prioritise YouTube-first distribution reflects a wider shift in how legacy media approaches reach and relevance, particularly with younger audiences.
Why it matters: Audience behaviour is driving platform strategy. Brands need clarity on digital distribution, platform-native content, and how each channel reinforces the wider brand experience.
3. Creator marketing grows up
Creator marketing investment continues to rise, with some brands allocating over half of their ad spend to creator partnerships. However, the shift is not simply for volume; it’s more about value, supported by better measurement, longer-term relationships, and smarter use of AI in creator workflows.
Why it matters: Creators are now a long-term growth lever. Success depends on strong brand alignment, integrated campaign thinking, and always-on social strategies.
4. Mindful consumption enters the mainstream
Social-led movements like “No Buy 2026” highlight a growing cultural focus on conscious spending, particularly among Gen Z and millennials across platforms like TikTok, Instagram, and YouTube.
Why it matters: As consumers become more selective, brands must clearly articulate value through authentic brand positioning, meaningful content, and considered campaigns.
5. The Olympics as a cultural marketing moment
With Milan-Cortina 2026 on the horizon, brands are already using the Winter Games as a runway for fashion, lifestyle and cultural storytelling – far beyond traditional sponsorship.
Why it matters: Cultural moments reward brands that can move fast with integrated campaigns, distinctive content, and consistent brand storytelling at scale. Our free Sports Marketing Playbook explores how leading brands turn kit into couture – using sport not just as a stage for logos, but as a platform for culture, style and relevance.
6. Pinterest sharpens its commercial focus
Pinterest’s new business and marketing leadership signals a renewed push into AI-driven shopping and global ad growth, with Gen Z firmly in its sights.
Why it matters: As discovery platforms become transactional, opportunity sits at the intersection of digital, content, and business strategy.
That’s it for this month’s edition of Making Waves.
Follow along on LinkedIn and Instagram for more marketing trends, platform updates, and campaign insights from the world of brand, content, digital and beyond.
Have a question or a thought you’d like to discuss regarding any of these stories? Drop us a line at hello@saintnicks.uk.com. We’d love to hear from you.