Marketing trends, insights and tips on winning in 2026
In 2025 we have seen a marked trend towards consumers wanting authentic experiences. In our Hospitality and Leisure Insights Report, for example, we highlight the importance of rising consumer demand for creating moments that matter and share advice on capitalising on marketing tools such as Category Entry Points (CEPs) and Category Use Occasions (CUOs).
In the Pet sector, we’ve seen a rise in people spending more for premium products, with 35-40% of pet owners also willing to pay for more environmentally conscious products, as revealed in our 2025 Pet Insight Report.
In the Home and Property sector, in our 2025 Insight Report we shared our experience of the continued shift towards home improvement, as economic pressures have meant that consumers have had less disposable income and are seeking to take refuge in their home space.
Looking ahead, all indicators point towards consumers continuing to feel the impact of difficult economic times and looking for brands to help them slow down, simplify their life and make 2026 about seeking calm, comfort and refuge from an anxiety-laden world.
At a time when the outside world seems out of control, from geopolitical uncertainty to economic unpredictability and a rapidly changing world driven by the sudden proliferation of AI in all aspects of our lives, it’s no wonder that consumers are looking to create a sanctuary where they can curate and control their environment and shut out the noise from the outside world, where they have little or no agency.
Why authentic intelligence (AI) will shape the year ahead
Drawing from our experience of working with clients in the Pet, Home & Property and Hospitality & Leisure sectors, coupled with our behavioural science approach to marketing, we’ve crunched the latest research from IPA Databank, Warc, Eurmonitor, Mintel, Ipsos and more, and we're seeing the same recurring themes across all sectors showing up in remarkably consistent ways.
Marketing research data from across the globe is all pointing to the same conclusion; people are tired of technology that overwhelms, choices that exhaust and marketing that adds friction rather than removing it. People are now moving from moments and entertainment to meaningful experiences that make a lasting impact.
They also want authentic experiences that don't cost the earth, both in terms of the environment and their pockets. On top of that, we’re seeing continued momentum towards consumers seeking authentic experiences from brands that have emotional resonance, from shared values to shared vibes.
That is why we believe 2026 won’t be defined by artificial intelligence as we’ve known it so far, but by something more human and more grounded. It’s what we at Leopard call authentic intelligence. It’s the idea that technology should help strategic thinking and support judgement, not replace it. It’s the belief that AI data can only really be trusted when it’s created and viewed in collaboration with informed human experience, behavioural science and an understanding of commercial reality.
Winners will be those brands who can stand out from the crowd and provide an authentic, frictionless experience that genuinely makes a simpler life seem attainable, authentic and healthier. Whether that’s through providing home products that provide a barista-quality experience to share with friends at an affordable price, offering wearable pet-tech products that offer deeper insight into canine wellbeing, or selling moments of nostalgia that can be shared with like-minded friends.
Read on to discover tailored insights and trend predictions for the pet, hospitality& leisure, and home & property sectors.
Pets: Premium, Emotional and Increasingly Pragmatic
The pet sector is evolving faster than almost any other consumer category. A recent report from Ipsos (What the Future: Pets), reveals that 93% of owners now treat their pet like a family member, and younger consumers are choosing “fur babies” over children in growing numbers. 61% of adults aged 18–34 now own a dog, and 64% say they prefer spending time with their pet over other people.
Yet this devotion comes with financial tension. 72% of owners say they’ll pay whatever is needed for their pet, but nearly half believe pet healthcare costs will worsen, and low-income owners are increasingly delaying vet visits due to affordability concerns.
This creates a fascinating dynamic for 2026: consumers are still willing to pay for premium products, but there is an expectation that these will deliver significant benefit to their pet’s lived experience. People still want the best for their pets, but they are looking for tangible benefits from their purchases, such as personalised nutrition, preventative diagnostics, and technology that genuinely makes ownership easier.
AI-driven purchases, such as pet emotion tracking and biometric monitoring are rising in interest, but consumers aren't looking for novelty, they want intelligence that helps them be a better pet parent. The brands that will win in 2026 are those that pair technological capability with authentic lived experience, such as positive customer and peer reviews. As a result, social media content and pet influencers will continue to play an important role in balancing AI and tech claims with trusted narratives.
Home & Property: building a sanctuary for better health and wellbeing
Against a backdrop of predicted cooling house price growth, rising energy bills and increasing scrutiny on new-build sustainability standards, consumer focus will continue to be on making their home a refuge from the anxieties of modern life.
Data suggests that buyers are increasingly concerned about air quality, ventilation, eco-efficiency and smart pollutant monitoring than they were five years ago. According to Mintel’s 2026 Global Household Predictions, 73% of UK consumers now worry about microplastics, and a rising number of households are prioritising products that support respiratory health, mood regulation, neurodivergence and emotional balance.
For home interior brands, 2026 is all about helping people create a healthier, more resilient living space and also feel good about their choices from both a financial and an environmental perspective. For example, a key talking point at the Bathroom Association Conference 2025 was the threat of water scarcity and how consumers are responding by investing in more water-efficient bathroom products, such as showers, taps and toilets.
Winners in this sector will be brands who can tap into the desire from consumers to turn their homes into wellbeing environments that make them feel safe, calm and comfortable.
Hospitality & Leisure: from high energy to deep luxury
2026 hospitality trends continue to be dominated by the desire for creating memorable moments with friends and loved ones, coupled with a need to justify their spend. This has led to a rise in people seeking to elevate celebrations around moments such as getting a promotion, baby showers and even divorce parties, providing brands with opportunities to capitalise on diverse category use occasions (CUOs).
Travellers want fewer but richer experiences, more cultural depth, and with a focus on improving wellbeing, including a move towards more pet-inclusive luxury.
People are also seeking out greater connection with their local area and community. Rooted in the behavioural science theory of proximity bias, people inherently trust businesses that they perceive to be close to them, both culturally and physically. This is being born out in digital marketing algorithms, where hyperlocal searches are dominating AI search results.
The brands that thrive in 2026 will need to think beyond amenities and focus on emotional outcomes such as calm, connection, identity, restoration, and confidence. Winning marketing will need to frame hospitality as a route to personal renewal.
Good examples of brands tapping into this insight, include the recent collaborations between the new Orleans Smokehouse restaurant in Upper Norwood, South London, and local football club, Croydon FC, as well as its partnership with Mums’ Club Croydon. These partnerships are all about fostering relationships with local communities, helping to bring people together for shared moments of pleasure and kinship.
Authentic Intelligence: Leopard Co’s view of the future
2026 won’t be won by brands that use AI to generate more volume. It will be won by brands that use AI combined with authentic intelligence to generate more value.
Authentic intelligence brings together strategic judgement from senior marketers, along with behavioural science that shapes real decisions, creativity that builds mental availability and data that reveals meaningful patterns.
It is not about replacing talent but elevating it to improve efficiency without compromising on clarity, purpose or authentic outcomes.
For all the excitement around AI, consumers are ultimately looking for something profoundly human: brands that understand them, respect their time, reduce their stress and help them make better choices.
If 2026 has one message for marketers, it is to do less that is fast, do more that is meaningful and let authentic intelligence guide you.
Our work across sectors shows one clear pattern: people want brands that simplify life, not overwhelm it. That’s where authentic intelligence makes the difference, helping you deliver experiences that matter in 2026.
Ready to plan smarter? Download our 2026 Opportunity Spots Calendar.