“The old is fading away. The new is struggling to be born. And everything feels broken because the world’s been remodeled – and we’re all living in a building site that no one talks about,” says Chris McCrudden, strategy director at Edelman.
The anxiety many people feel right now isn’t random chaos, he argues, but the discomfort of transition. Long-settled truths are being rejected faster than replacements can form, leaving brands operating in cultural limbo. And marketers need to lean into the society’s responses. “We live in a time when new cultural forces are increasingly defined by counter-movements or reactions,” McCrudden says.
Success will come from understanding what’s at the tipping point in 2026, or, “those moments where, if you put your thumb on the scale at the right time, you can go much further with the same effort,” he says.
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Edelman’s Perspective on 2026 Tipping Points report pinpoints those moments, identifying four key reactions reshaping the long-term trajectory of the 21st century.
These include ‘turn off, tune out’ – the retreat from hyper-connectivity. After years of living loudly online, visibility itself is losing status and even becoming “a bit embarrassing,” McCrudden says, as people grow more private and the risks of public life increase. The result is a quieter culture – and a tougher environment for brands reliant on constant exposure.
He also outlines a renewed hunger for real-world connection. From run clubs replacing dating apps to tabletop gaming booming alongside video games, audiences are choosing to do things together rather than scroll them.
Meanwhile, brands should also be aware that the wellness trend has hit saturation. When even flat-pack furniture suggests taking a self-care break, McCrudden argues, the category has tipped from helpful to hollow.
And it wouldn‘t be a Predictions piece without mentioning AI. McCrudden‘s take? AI is forcing a reassessment of value.
As automation floods the internet with undifferentiated content (whether that‘s a tweet or War and Peace), distinctly human craft becomes more precious. “In an era where everything could be imagined and made by machine, I think the best brands, or the brands best able to defend their value, are going to be those who take care to leave human fingerprints on their products,” he advises.
Catch more of Edelman’s insights into 2026‘s tipping points by watching the video above.