By: Sherine Abdel Moneim: Executive board member, marketing and commercial head Unilever north Africa and Levant 

The modern marketing landscape has transformed dramatically as consumers become more empowered, attention spans fragment, and markets evolve faster than traditional organizational charts. In this environment, marketing is no longer about broadcasting messages but about building deep, and meaningful connections. Brands that win are those that move with speed, listen actively, and stay relentlessly relevant to consumers.

  1. Social-first MINDSET: Listening as a growth engine

social media has shifted from being a communication channel to becoming the most dynamic and real-time source of consumer insights. It serves as an always-on research lab, capturing cultural conversations, emerging trends, and evolving behaviors. Leading brands leverage social listening not only to shape communication but also to fuel product innovations and build engagement. Brands that win are those that listen obsessively, spot cultural signals early, and co-create with their consumers rather than talk at them.

2. Stability of a giant, agility of a startup
The most successful organizations balance between 2 opposite forces, the credibility and scale of large organizations and speed, curiosity and experimentation mindset of startups. Slow decision-making and pursuit of perfection are liabilities. Instead, brands need agile ways of working: rapid testing, empowered teams, and continuous learning loops. Scale becomes a competitive advantage only when paired with speed, curiosity, and boldness.

3. Polarized markets require differentiated propositions
The “vanishing middle” is reshaping the market. Consumer behavior is no longer centered around the middle, it’s increasingly polarized. Inflation has made consumers highly selective and value-conscious; however, they still reward brands that offer trust, quality, and moments of real results.
Brands must navigate a polarized market by catering to both premium and value segments, offering differentiated propositions. Premiumization is a growth lever, while affordability remains crucial for mass-market appeal. Local relevance, cultural sensitivity, and purpose-driven narratives are vital to building long-term loyalty.

4. The attention economy reshapes media
We now operate in an attention economy where forced, brand-led communication struggles to break through and advertising has diminishing impact. Consumers ignore messages that feel imposed. Growth comes from earning attention through authentic participation in social conversations, creator partnerships, culturally relevant moments, and community-led storytelling. Brands must shift from buying attention to earning it.

5. Premiumization goes beyond price
Premiumization succeeds when brands create perceived value through a mix of product superiority (ingredients, efficacy, design), emotional storytelling, lifestyle alignment, and digital influence. Influencers and modern content formats reinforce aspirational positioning, but authenticity remains critical.

Prediction for 2026- we will see more of the below

AI-driven, social-first digital marketing acceleration
Marketing is shifting toward AI-enhanced, socially powered ecosystems. AI is transforming brand discovery, requiring a shift from traditional SEO to Generative Engine Optimization (GEO). Influencer marketing is expanding, though performance-based partnerships and micro-influencers are gaining traction due to ROI scrutiny. Omnichannel strategies are essential as consumers fluidly move between digital discovery and offline purchase. Personalization and seamless experiences will determine brand success.

Digital-first brand growth before retail expansion
Brands increasingly scale online first—testing propositions, building communities, refining messaging—before entering retail. By the time they reach shelves, demand and advocacy already exist, turning retail into an amplifier rather than a validator.

In a year defined by disruption and opportunity, brands that adapt quickly, stay close to consumer needs, and lead with purpose will be best positioned to grow.