2026 is shaping up to be a transformative year for small businesses.
A lot happened in 2025 with some key trends emerging, we will see some of those trends build as we move into 2026. Small business owners are navigating a market defined by a rapidly changing digital landscape, a continued focus on the environment and shifting consumer expectations. Creative, service-based businesses are having to be flexible and agile. From the growing role of AI to customers becoming more intentional about who they buy from, there’s more to consider than ever. The focus will continue to move toward meaningful connection and a sense of community. Understanding who your customers are, what influences their decisions and how your brand can meet their needs in a way that feels personal, grounded and values led, continues to be key for successful businesses.
Below, we break down the key trends that we are seeing shape small business marketing in 2026 — what’s driving them, why they matter and how creative founders can respond in ways that support both sustainable growth and a stronger connection with their audience.
1. Consumer behaviour is becoming more intentional
Consumers in 2026 are making more values-led purchasing decisions. Rather than simply looking for the best deal, consumers are choosing brands that feel genuine, aligned with their identity and grounded in real purpose.
According to Mintel’s 2026 Global Consumer Predictions, consumers are increasingly:
- Prioritising purchases that feel meaningful and long-lasting.
- Supporting brands that show authenticity and transparency.
- Expecting businesses to demonstrate social and cultural awareness and don’t just talk about it.
For small, creative service-based businesses, this shift is an opportunity. The business story, processes, behind the scenes content and your values can become a meaningful point of difference. Consumers don’t just want to know what you offer; they want to understand why it matters and who they are supporting when they choose you.
How to respond in 2026:
- Share more behind-the-scenes content to showcase authenticity and the people behind the brand.
- Make your values visible: on your website, in your messaging and through your collaborations.
- Use storytelling to connect your services to wellbeing, creativity or community impact.
Customers are choosing depth over volume. They are buying less but buying better, which means the brands that communicate clearly, honestly and with heart will stand out.
2. Sustainability moves from “Nice to Have” to “Proof Required”
Sustainability still matters, but the expectation has changed. Customers no longer respond to broad claims or “green” language without substance. This article from the Guardian HERE, shows that the Advertising Standards Authority are working hard to encourage that all claims are made are supported. They want to see evidence of impact, however small. Mintel’s 2026 Global Household Predictions report shows increased consumer scrutiny of sustainability claims, with buyers actively looking for clarity, proof and transparency in how businesses operate. This doesn’t mean small businesses need to be perfect; but they do need to be honest.
What this means for small creative businesses:
- Be transparent about what you’re doing and what you’re still working on.
- Show your supply chain decisions; highlight local makers, mindful sourcing, or low-waste processes.
- Avoid vague statements like “eco-friendly” or “sustainable” without context or explanation.
Sustainability for service-based businesses can also mean:
- Paying fair freelance or collaborator rates.
- Maintaining realistic timelines and healthy working practices.
- Choosing digital or energy-efficient tools where possible.
Customers no longer want promises; they want proof. Even small, steady changes count when they’re communicated clearly and authentically.
3. Recruiting Talent Looks Different
Recruitment in 2026 is shaped by two key forces: flexible working expectations and ongoing skills shortages in digital creativity. According to HR Grapevine, candidates now prioritise work-life balance, values alignment and workplace culture when considering roles.
For freelancers and early-career creatives, what matters most includes:
- Remote or hybrid working options.
- Project-based autonomy and flexibility.
- Purposeful work and opportunities for growth.
How small businesses can respond, by:
- Offering flexible contracts or project-based collaborations rather than rushing full-time hires.
- Building a network of trusted freelancers and collaborators.
- Sharing behind-the-scenes glimpses of your company culture, highlighting creativity and wellbeing.
- Being transparent about workload, growth opportunities and your company values.
Even if you’re not hiring immediately, investing in your employer brand now strengthens your ability to attract talent in the future. Small businesses often have an advantage here as you can feel personal, supportive and human in ways larger organisations struggle to match. Your reputation as an employer is as important as your reputation as a business, nurture it, and the right talent will follow.
4. The use of AI continues
AI isn’t new, but in 2026 its role is becoming more strategic and integrated. Small businesses are moving beyond using AI purely to “speed up tasks” and are instead leveraging it to enhance ideas, improve workflows and support personalised experiences. However, human connection remains essential. Customers still want to feel the personality, creativity and care behind your work; meaning AI works best when it supports, not replaces your human touch.
Practical ways small businesses can use AI in 2026:
- Drafting content, then refining it in your own tone and style.
- Analysing audience engagement trends to inform strategy.
- Repurposing content across platforms efficiently.
- Brainstorming ideas and outlining campaigns.
- Automating repetitive admin tasks, like inbox management or scheduling.
- Personalising marketing campaigns using customer insights.
AI can save time and increase efficiency, but your voice, creativity and strategic thinking remain the differentiators. The businesses that succeed will be those that use AI to enhance human work, not erase or replace it.
5. Social media is fragmented
The days of relying on just one or two social platforms are over. Social media usage continues to grow rapidly, with approximately 5.24 billion people using social platforms worldwide in January 2025 (around 64% of the global population) vs 2.73 billion in 2017, a substantial increase. On average, people now use 6.8 different social media platforms and spend roughly 2 hours and 20 minutes per day engaging with content.
The most widely used platforms globally remain Facebook, YouTube, WhatsApp, Instagram and TikTok, reflecting both enduring popularity and shifts in how audiences interact with content.
How to choose the right platforms:
Small businesses don’t need to be everywhere but being intentional about where your audience is active matters. Social media is usage is changing, focus on where your ideal clients learn, seek inspiration or engage. Consider the right content for each platform and that suits your business eg: tutorials, visuals, written insights or storytelling. Users are increasingly seeking meaningful, authentic content rather than highly polished posts. In 2026, expect:
- Continued prioritisation of short-form video.
- Growth of community-based spaces like newsletters, memberships and group chats.
- Lower organic reach, meaning consistency and engagement matter more than perfection.
- Search-driven discovery, particularly on TikTok and Pinterest, becoming more influential.
Practical tips for small businesses:
- Focus on building relationships rather than chasing fleeting trends.
- Repurpose content across platforms to save time and extend reach.
- Prioritise storytelling and brand personality over purely aesthetic content.
Social media continues to evolve, but small businesses can thrive by being intentional, consistent and authentic, not by trying to be everywhere at once.
6. Personalisation and data
In 2026, customers will expect tailored, relevant experiences but they also want transparency and control over how their data is used. According to Mintel’s 2026 Global Consumer Predictions, there is rising demand for clear consent, data control and personalised recommendations that feel supportive, not intrusive. For small businesses, this often translates into simple, thoughtful strategies, such as:
- Segmenting email lists to deliver content relevant to each audience group.
- Create personalised welcome sequences or onboarding workflows.
- Develop user-friendly data policies that reflect your values and build trust.
The balance is key: collect only the data you need, use it ethically, and personalise communication without intrusive tracking. Simple actions can have a big impact, such as:
- Tailor email campaigns based on customer type or behaviour.
- Offer personalised recommendations or promotions based on purchase history.
- Gather feedback and surveys to continuously improve services.
Small, thoughtful touches can create that “they really get me” moment, helping your customers feel seen, understood and valued. This will all ultimately encourage them to choose your brand over another.
Macro Trends
Several broader macro trends will shape the environment for small businesses in 2026, influencing both customer behaviour and operational strategy, including:
- Cost-of-living pressures, which will continue to impact customer decisions. Shoppers are prioritising value, trust and quality over short-term discounts.
- Digital fatigue is rising, as audiences are bombarded with information across multiple channels. Clear, consistent, simple messaging that cuts through the noise will be more effective than flashy or overly complex campaigns.
- Global economic uncertainty remains a factor. Businesses that are adaptable, lean, resilient, able to pivot quickly and optimise processes are best positioned to navigate fluctuations in demand and maintain sustainable growth.
Understanding these macro trends helps small businesses make strategic choices that align with customer priorities while staying agile in an unpredictable market.
What does all this mean for small businesses in 2026?
The core theme for 2026 is intentionally and authenticity. Customers increasingly want to buy from brands they connect with, are ethical, creative and inspiring, this presents a real advantage for small business owners.
Key actions for 2026:
- Tell your story clearly and consistently, both online and offline.
- Be transparent about your values, processes and decisions.
- Use AI strategically to support your creativity, not replace it.
- Choose social platforms where your audience is active, engage with purpose and share useful content.
- Build a brand that feels personal, grounded and authentic.
While these shifts may feel significant, they also present huge opportunities. Remember, you don’t need to do everything, focus on the right actions, execute them well and your brand will stand out in 2026.
If you’d like support adapting or creating your marketing strategy for 2026, RIMU Marketing is here to help. We work with small, creative-led businesses to build brands that are purposeful, human and effective. Get in touch to find out more, together, we can create strategies that reflect your values and connect meaningfully with your audience.
