In 2026, consumers, media platforms, marketing agencies, and CMOs will navigate notable market shifts — largely driven by the proliferation of AI. Success in the new year hinges on each of these stakeholders’ ability to adapt without compromising the human quotient.

That’s a through line across Forrester’s collection of four B2C marketing Predictions reports: focused on consumers, media and advertising, marketing agencies, and B2C marketing. Each of these four reports contain five predictions for 2026, and as of today, all four reports have published.

Below, get a first look at the headlines and abstracts for each of the four reports.

Consumers Find Connection In Unexpected Places

Connection will anchor consumers’ uncertainty in 2026. They’ll prioritize offline interactions while simultaneously bonding with online AI companions — for better or worse. AI glasses will inundate the market, and generative AI monetization models will find their foothold. Despite economic complexities, consumer spending will still grow thanks to less-affected affluent buyers. For brands, the opportunity lies in promoting authentic connections — whether through human or synthetic touchpoints that meet consumers where they find a sense of belonging. Read: Predictions 2026: Consumers

Smaller Players Emerge Through Cracks In Media’s Triopoly

Media’s predictability over the last several years (same players, few choices, and tried-and-true tactics) is about to be tested. 2026 will bring meaningful market disruption with creators coming of age, consumers turning to LLMs, and media conglomerates forced to restructure. This leaves room for emerging players to make their market moves. As big media’s centralized power diffuses, advertisers will navigate a less familiar marketplace — one with more competition, more channels, and more choice. Successful brands will challenge their 2026 media plans with diversification and experimentation. Read: Predictions 2026: Media And Advertising

Marketing Agencies Resign Their Agency

In 2026, marketing agencies will shed their traditional “agent” identity as fee pressures, client demands, and structural changes reshape their business model. A decade of disruption (project-based work, insourcing, procurement pressures, and consolidation) culminates in agencies becoming purveyors of marketing solutions rather than client representatives. The evolved agency-client dynamic will shift how agencies service clients and generate revenue. CMOs reviewing agency partnerships in 2026 should identify the right operating model, reflecting the solutions that agencies provide. Read: Predictions 2026: Marketing Agencies

CMOs Hunker Down But Don’t Retreat

As CMOs brace for tighter budgets and shrinking teams in 2026, their success hinges on reducing the impact of market volatility. Price hikes threaten to alienate up to a third of customers, unless brands bolster their loyalty programs. AI’s duality emerges: While it promises marketing innovation, privacy breaches, implementation hurdles, and bolt-on martech solutions stymie its progress. And if that’s not enough, confidence in marketing measurement falters amid heightened distrust in data. Successful CMOs in 2026 will adopt a surgical approach to growth, prioritizing smaller, short-term wins. Read: Predictions 2026: B2C Marketing

Forrester clients can read each of these four reports in full. And be sure to attend analyst-led webinars for each one: