It’s fair to say we are overwhelmed.

Global conflicts are having meaningful impacts on human and environmental health, with spillover effects including supply chain disruptions and renewed inflationary fears.

Political discourse is less substantive and less civil than ever.

A weaker job market is impacting consumer spending and real estate activity.

Pressure on budgets puts pressure on marketing teams. As AI slop floods the zone with too much content, quality over quantity has to be the mantra. Creativity and efficiency are the twin pillars of success.

It’s important to see the opportunities in the crises and to act with confidence. Are your competitors pressing pause on their campaigns? Good. That gives you an advantage if you’re prepared to stay in the game.

Where to begin?

Globe Content Studio recently released its annual Tactics & Takeaways trend report. It’s less about short-lived movements and more of a big-picture analysis to help shape content-marketing strategies for the balance of the year.

It unpacks the transformations that influence how brands relay stories across categories such as AI, page design, and experiential marketing.

Here’s a summary of the key findings:

Keep calm and AI on

Yes, generative and agentic AI can improve productivity. That’s the “efficiency” piece of the twin pillars of success.

But there are limits to those technological abilities. Humans need to step in to provide the creative spark essential for effective marketing and to check the work of the machines to confirm accuracy.

EV dreams meet reality

When we first started researching this report in late 2025, the electric vehicle (EV) revolution seemed to be slowing down, though those fortunes may shift in the wake of war in the Middle East.

What makes the auto industry so interesting from a marketing perspective is how much car makers have diversified on the powertrain front. Now, after buyers pick their vehicles, they might have up to five engines to choose from.

EV adoption is being driven by external pressure and uncertainty, not just desire. The winning marketing strategy is turning that uncertainty into control.

Long live the halo effect

“Brands shouldn’t advertise next to news” is a long-standing myth in marketing circles. But that’s not supported by data, and now there’s a study to back it up.

In the Future of News Canada 2025 report, nearly 10,000 Canadians were polled using perceived “brand safe” and “not brand safe” stories. In both cases, the majority of ad adjacencies were not perceived any differently.

With AI tools better able to understand context, nuance, and sentiment, brands can start to capture more value from high-attention, high-trust publisher markets.

Think global, buy local

Tariffs and trade wars have resulted in Canadians rethinking their brand loyalties. Studies indicate consumers are spending more domestically, and flights and road trips to the United States are declining. Homegrown is having a moment.

It’s an ideal time for Canadian brands to turn this sentiment into market share by telling their stories and to similarly expand their reach into other markets seeking alternatives to the United States.

Into the game-iverse

Marketing is starting to prioritise attention over reach, and brands are borrowing from game designers to keep users engaged with their content.

Duolingo has turned learning into a game. Investing apps are no longer chores; they’re challenges. Publishers are building games hubs to draw new audiences and to boost retention.

The big question brands must consider is how to design thoughtful experiences without being manipulative.

Let’s get physical

In an age of digital overload, experiential branding is mounting a comeback. It’s a space that used to be heavily populated by lifestyle brands, but finance, tech, food, and health care are all making inroads with physical activations. It’s a crucial plank in efforts to produce quality over quantity.

Events are part of the mix, but consider the appeal of neighbourhood pop-ups, immersive installations and workshops. Start by defining what success looks like, then roll up your sleeves and put in the work.

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