This article was developed with insights from Micah Markman, VP of Technology, and Robert McCain, Digital Media Manager, and written by Michelle Barascout, Communications Specialist, and Megan Wojcik, Senior Writer.
Soon, social media will be buzzing with debates about the “word of the year.” Oxford and Merriam-Webster are probably combing through contenders right now. If we had to choose one, it would be change.
Anyone in our industry would likely agree. This year, shifts in how we create content, connect with stakeholders, and measure impact have come faster and hit harder than expected. It’s been a season of adapting quickly, staying open to fresh ideas, leaning on proven skills, and trusting each other to find the best way forward.
Even in these unpredictable times, our responsibility remains clear: position our clients for success — no matter the circumstances or how quickly the landscape evolves. As we head into the final quarter of the year and prepare for 2026, our experts have been analyzing trends to ensure clients can seize every opportunity. In this four-part series, we’ll share our top solutions for developing creative, strategic ways to tell stories, build brands, and reach audiences in meaningful and measurable ways.
Up first, we’re highlighting the digital trends shaping how organizations connect with their audiences today — and what’s just over the horizon.
What’s happening now
Data-based decision-making
Leaders have traditionally relied on data to drive decision-making — the key is having the relevant data to make smart decisions. Our teams rely on analyzing all the data they can get to make quick, thoughtful choices and monitor the impact of ongoing changes while finding out what issues our audiences care about the most. Getting the correct data to make truly informed decisions is increasingly complex in a world in which privacy and security are rightly paramount. More and more, we’re generating our own data using primary research. By identifying patterns, evaluating campaign effectiveness, and refining content strategies based on user behavior and engagement data, we can address challenging questions and ensure our efforts are both relevant and impactful. Using data to guide decision-making leads to messaging that’s holistically useful and meaningful to the people we’re trying to reach.
Design returns to the forefront
When it comes to design, the focus is shifting from simply making sites mobile-friendly to leading with bold, innovative approaches. Engaging experiences are prioritized rather than designing for the lowest common denominator. The challenge is doing so while maintaining compliance with accessibility standards and ensuring that all users can have a positive experience, regardless of their internet speeds or access to technology.
Evolving social from brands to trusted voices
While social media still lets brands talk to people directly (although this is increasingly pay-to-play), the real opportunity lies in getting your message out through the voices your audiences already trust. As people increasingly engage in smaller, more personalized spaces, micro- and niche influencers often have an outsized impact. Utilizing social media and audience insight tools, we can identify these voices, understand how their audiences interact, and adapt our messaging in real time. This feedback ensures our content is constantly valuable, on topic, engaging, and relatable.
What’s coming
More advanced personalization
Though AI is constantly evolving, there’s one thing that’s certain: It’s here to stay. And through harnessing AI-powered personalization capabilities, digital experiences can be tailored for more precise targeting. Personalization engines that leverage user segmentation driven by AI and machine learning are already proven to improve engagement and return on investment in commercial contexts, and the same holds promise for public service platforms.
Such capabilities enable brands to transition from reactive to proactive approaches, allowing for adjustments to campaigns, services, or public messaging in real time based on user responses.
Fresh ways to use paid ads
As digital advertising changes, we’ll continue to look for innovative methods to use sponsored media. Brands get the most out of advertising money by using smart targeting and analytics to get the correct message to the right people.
Paid media is now seeing AI-driven automation to scale performance efficiently and pivoting toward building first-party data ecosystems to thrive in a privacy-first landscape (depending on whether you’re working in the private or public sector, avoiding first-party data could be a particular challenge). Letting go of control and allowing ad platform AI capabilities to tailor creative to each audience, as well as expanding into emerging channels, such as video, streaming audio, and programmatic video, will be critical to engaging audiences where they are most active, sustaining relevance in the years ahead.
A shift to web simplicity
Alongside the shift in emphasis toward more leading-edge design, technical design philosophies are evolving. For years, heavy frameworks like React and Angular dominated, powering complex and dynamic websites. But there’s a growing movement toward simpler, more lightweight approaches like htmx, which enhances standard HTML with dynamic functionality. This reduces complexity, lowers page weight, and improves accessibility without sacrificing usability.
Websites should be built to serve everyone across a variety of devices, internet speeds, and accessibility needs. Lightweight tools enhance performance and simplify the process of ensuring accessibility across various devices and the complex ecosystem of assistive technology. They also reduce long-term maintenance costs and can strengthen security by minimizing code bloat. A more straightforward approach enables the content and messaging to take center stage, making it easier for users to find what they need at the moment they need it.
Key takeaways: The future is pragmatic
The future of digital engagement is both data-driven and design-conscious. Building the right foundations allows agencies to react quickly and efficiently as directives change. By prioritizing clarity and usability, brands can strengthen their connection with audiences. The path forward is not about chasing every new tool, but about adopting the right ones with intention — doing less but doing it really well — so digital messaging remains both relevant and meaningful.
