 |
|
|
|||||
As CES 2026 gets underway, Havas Media Network North America is publishing its 2026 Predictions Forecast, outlining the forces we believe will define the year ahead and separate brands that grow from those that fade. This perspective is drawn directly from that report and grounded in what leaders are seeing, discussing, and debating in Las Vegas this week. CES has always been where the future shows up first. But walking the floors this year, one thing is unmistakable: The industry is no longer dazzled by whats possible. Its demanding proof of what works. As technology accelerates, consumer expectations fragment, and financial scrutiny intensifies, 2026 is shaping up to be a reckoning year for brands. According to Havas Meaningful Brands research, 78% of brands could disappear tomorrow and consumers wouldnt care. Loyalty has become conditional. Attention is scarce. And relevance must be earned daily. CES 2026 isnt about shiny demos. Its about confronting the uncomfortable truths reshaping media, marketing, and how brands create value in peoples lives. The forces below reflect our point of view on the year ahead, based on the expanded Havas Media Network North America 2026 Predictions Forecast. AI MAKES VOLUME EASYSTANDING OUT HAS NEVER BEEN HARDER CES is flooded with AI promises. Personalization at scale. Automated creativity. Infinite content. But when everyone has access to the same tools, the tools stop being the advantage. Social feeds are already saturated with AI-generated sameness, creating a crisis of attention and trust. As Jackie Lyons, chief planning officer at Havas Media Network North America notes in the report, creator-led storytelling will become one of the most critical media effectiveness levers in 2026. Not because it scales fastest, but because it still feels human. Attention is no longer a vanity metric. Its a business currency. Chris Chobanian, SVP at CSA Consulting, Havas Media Network North America, explains that attention will move from a nice-to-have to a metric directly correlated to business outcomes. The strategic shift is clear: Use AI to amplify human creativity, not replace it. Brands that rely on generic automation will blend into the noise. Brands that invest in emotional storytelling and cultural relevance will earn premium attention. DISCOVERY IS BEING REWRITTEN IN REAL TIME One of the loudest conversations at CES this year isnt happening on stage. Its happening inside AI interfaces. Over 60% of Gen Z now uses generative AI to discover products. Conversational AI and agent engines are collapsing discovery into single answers. As Trevor Carr, CEO of Noise Digital and head of CSA shared with Havas Media Network, this isnt a new platform. Its a fundamental change to the internets decision-making layer. For brands, that means traditional click-based strategies are eroding. The winners in 2026 will be those that optimize not just for SEO, but for agent engine optimization, ensuring their brand becomes the answer AI recommends before a click ever happens. CFOS ARE THE NEW GROWTH GATEKEEPERS CES conversations are no longer just happening between CMOs and CTOs. CFOs are firmly in the room. 2026 marketing budgets will be planned like investments, with required returns, not discretionary spend. Finance leaders expect clean attribution, incrementality, and month-to-month accuracy. Plan your marketing budget like an investment, Taimoor Qureshi, managing partner of Finance Media Operations shared with us. Start with business outcomes, not last years spend. Brands that can speak CFO language arent seeing budgets shrink. Theyre seeing budgets protected and expanded. Those that cant will struggle to justify relevance. CULTURE CANT BE RENTEDIT HAS TO BE EARNED CES reflects a broader cultural truth: Mass culture has fractured into thousands of micro-communities. Gaming, fandoms, creators, and sports communities dont respond to one-off activations. They reward consistency, credibility, and commitment. Treat culture like a commitment, not a media plan, says Andrea Isaac, managing partner of Havas Play. Audiences are building identities around passions, rituals, and shared experiences, often guided by creators and platforms rather than institutions. Brands that show up episodically will be ignored. Brands that commit year-round will be welcomed in. THE GROWTH EVERYONE IS OVERLOOKING While much of CES targets youth and novelty, some of the most powerful growth opportunities are hiding in plain sight. Affluent consumers over 50 hold the majority of wealth. The premium pet economy continues to surge. And connected health is rapidly becoming a trillion-dollar market, reshaping daily consumer behavior and expectations. As Ray Romero, managing partner of client experience at Havas Media Network North America notes, connected devices and data-driven platforms are becoming embedded in how people manage everyday decisions. These are not niche opportunities. They are foundational growth engines for 2026 and beyond. WHAT WILL ACTUALLY WORK IN 2026 So what do brands do when they cant outspend competitors and old playbooks stop working? They get clear. They commit deeply. They prove value rigorously. They respect culture. And they never lose sight of the human on the other side of the screen. A CES MOMENT, A 2026 MANDATE The convergence of AI democratization, discovery disruption, financial scrutiny, and cultural fragmentation makes CES 2026 a defining moment, not just a showcase. Most brands will leave Las Vegas inspired, then return to the same habits. The ones that matter will act. The question isnt whether 2026 will be challenging. Its whether your brand is ready to meet it. Greg James is CEO of Havas Media Network North Amerca.
Category:
E-Commerce
U.S. President Donald Trump said on Wednesday that the United States would withdraw from dozens of international and U.N. entities, including a key climate treaty and a U.N. body that promotes gender equality and women’s empowerment, because they “operate contrary to U.S. national interests.” Among the 35 non-U.N. groups and 31 U.N. entities Trump listed in a memo to senior administration officials is the U.N. Framework Convention on Climate Change described by many as the “bedrock” climate treaty which is parent agreement to the 2015 Paris climate deal. The United States skipped the annual U.N. international climate summit last year for the first time in three decades. “The United States would be the first country to walk away from the UNFCCC,” said Manish Bapna, president and CEO of the Natural Resources Defense Council. “Every other nation is a member, in part because they recognize that even beyond the moral imperative of addressing climate change, having a seat at the table in those negotiations represents an ability to shape massive economic policy and opportunity,” said Bapna. The U.S. will also quit UN Women, which works for gender equality and the empowerment of women, and the U.N. Population Fund (UNFPA), the international body’s agency focused on family planning as well as maternal and child health in more than 150 countries. The U.S. cut its funding for the UNFPA last year. “For United Nations entities, withdrawal means ceasing participation in or funding to those entities to the extent permitted by law,” reads the memo. Trump has already largely slashed voluntary funding to most U.N. agencies. A spokesperson for U.N. Secretary General Antonio Guterres did not immediately respond to a request for comment. TRUMP WARY OF MULTILATERAL ORGANIZATIONS Trump’s move reflects his long-standing wariness of multilateral institutions, particularly the United Nations. He has repeatedly questioned the effectiveness, cost and accountability of international bodies, arguing they often fail to serve U.S. interests. Since beginning his second term a year ago, Trump has sought to slash U.S. funding for the United Nations, stopped U.S. engagement with the U.N. Human Rights Council, extended a halt to funding for the Palestinian relief agency UNRWA and quit the U.N. cultural agency UNESCO. He has also announced plans to quit the World Health Organization and the Paris climate agreement. Other entities on the U.S. list are the U.N. Conference on Trade and Development, the International Energy Forum, the U.N. Register of Conventional Arms and the U.N. Peacebuilding Commission. The White House said the dozens of entities that Washington was seeking to depart as soon as possible promote “radical climate policies, global governance, and ideological programs that conflict with U.S. sovereignty and economic strength.” It said the move is part of a review of all international intergovernmental organizations, conventions and treaties. “These withdrawals will end American taxpayer funding and involvement in entities that advance globalist agendas over U.S. priorities, or that address important issues inefficiently or ineffectively such that U.S. taxpayer dollars are best allocated in other ways to support the relevant missions,” the White House said in a statement. Jasper Ward and Valerie Volcovici, Reuters
Category:
E-Commerce
Dog owners have a lot of choices nowadays when it comes to picking out pet food for their pup. Dry kibble or wet? Beef or chicken? Frozen, fresh, or raw? Brands even boast human-grade ingredients and grain-free recipes. If you have a dog, your decision may be focused on nutrients, or maybe price. But one vet-turned-environmental researcher wants you to also consider the climate impact. And that impact could be hugedepending on the type of food, your dogs diet could have a greater environmental impact than your own. Calculating the carbon footprint of dog food What we eat matters for the planet. Globally, food production is responsible for more than a quarter of all greenhouse gas emissions and has impacts on biodiversity, deforestation, and water use. Climate experts agree that eating less meat and more plants is better for the environment. What we feed our pets matters too, says John Harvey, a veterinary surgeon working on environmental sustainability at the University of Edinburgh. In Harveys newest study, published in the Journal of Cleaner Production this week, researchers calculated the carbon footprint of nearly 1,000 types of dog food that are commercially available in the United Kingdom. Though the study is U.K. focused, the dog food market there is similar to the United States: the sample included dry, wet, and raw foods, as well as grain-free and even plant-based options. Harvey and his team found that in the U.K., the production of ingredients for dog food accounts for about 1% of the countrys total greenhouse gas emissions. Though 1% may seem small, it does matter, Harvey says. That’s big. Scaled up, the impact is clearer: If all dogs around the world were fed like they are in the U.K., the emissions to produce that food would be equivalent to more than half of all jet fuel emissions from global commercial aviation. (Dog food emissions actually range enough that they could be 59% to 99% of jet fuel emissions, when scaled up.) Its not clear what share of U.S. emissions comes from dog food, but dog ownership here is even higher. About 36% of U.K. households own a dog, for some 13 million total pups. In the U.S., more than 45% of households own a dog, for a total closer to 90 million, according to the American Veterinary Medical Association. What type of dog food is the most environmentally friendly? Your dog’s environmental pawprint depends on what exactly their food is made up of. And depending on the ingredients, that impact can change drastically: Over those nearly 1,000 different types of pet food, the researchers found a 65-fold difference between lower-impact feed options and higher-impact food. For comparison, the difference between human diets is much smaller: an average high-meat human diet produces 2.5 times the emissions as an average vegan diet. The dog foods with the highest greenhouse gas emissions were those that are meat-rich, wet, raw, or grain-free, the study found. [Image: courtesy The University of Edinburgh] When we look at feeding a 20-kilogram [44-pound] dog on raw food or wet food, many of those have a higher impact than a high meat human diet, Harvey says. Wet grain-free and raw foods also come with about twice the emissions of a human vegan diet. Terms like grain free, fresh, or human grade may sound appealing to pet owners, but studies have found that they dont come with clear health benefits, or generally lack evidence that theyre superior. There are people who really believe in a particular type of feeling, for example, that dogs must be fed like wolves, only meat and raw bones, Harvey says. Well, I would say the veterinary profession I’m not sure is aligned with that, and the evidence isn’t necessarily aligned with those particular positions. Helping dog owners be more aware Harvey doesnt want to demonize any way an owner might feed their dog; he just wants pet owners to be a bit more aware. This is not about saying You’re doing the wrong thing or blaming people, he says. There are opportunities within every single class of food that we looked at to pick a dramatically lower environmentally impactful formulation, and there’s opportunities for manufacturers to reformulate. Beef and lamb are the worst climate offenders when it comes to proteins, for example, so it makes sense that beef and lamb dog foods come with higher emissions. Switching to dog food with chicken would reduce your pups diet emissions. Similarly, foods with prime cuts, similar to what humans eat, have a bigger environmental impact, while those that use meat byproducts are more sustainable. There are also plant-based dog foods, which come with some of the lowest emissions. Pet owners can also be cognizant of managing portion sizes and waste to make their dogs diets more environmentally friendly. Harvey focused on food because it comes with a big impact, but also because its changeable. He even has a website with more information for pet owners. He hopes pet owners do become more aware of the impact of their dogs diets, and that dog food manufacturers become more transparent and better about labeling their ingredients, so customers can make informed choices. With his background as a vet, Harvey knows that pets matter to people. He also knows that were facing a climate crisis. I’d like people to still be able to have a pet as the climate changes, he says. I want those two things to be compatible.
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||