Branding trends 2026: Insights from Mateusz Zabierowski in the latest Marketer+ Trendbook

In the newly released Trendbook 2026, a flagship publication from Marketer+, Mateusz Zabierowski, CEO and Co-Founder of Admind, shares his expert outlook on the future of branding. The publication maps out the key trends, technologies, and strategic shifts that marketers should watch in the year ahead.

What will define the future of branding?

In his article, Mateusz outlines a future in which branding encompasses not only identity, but also responsibility. He emphasises the increasing importance of the ‘brand as a citizen’ concept, in which brands are expected to play an active role in tackling social, cultural and environmental issues, rather than merely talking about them. By 2026, authenticity, inclusivity and accountability will be the main drivers of brand relevance.

“The future belongs to brands that can embody their values meaningfully and consistently,” says Mateusz Zabierowski.

Which branding trends will shape 2026?

Among the most notable shifts that he identifies are:

• Conscious branding, where brands must demonstrate their values through consistent and transparent actions rather than merely stating them.
• AI-powered personalisation will redefine brand experiences, including dynamic visual identities that adapt to context in real time.
• Global design system thinking will be crucial, particularly for multinational brands that need to navigate diverse cultural landscapes while maintaining consistency.

What challenges will marketers face?

Mateusz highlights several pressing issues:

• The pressure for transparency will intensify, and trust and factual communication will be essential due to public scrutiny.
• It will be critical to balance automation with a human touch in order to avoid dehumanising customer experiences.
• Managing hybrid brand identities across both digital and physical channels will require strategic coherence, technological infrastructure and creative collaboration.

What are the most common pitfalls in branding?

He points out that many brands still reduce branding to visual identity alone, overlooking the broader system of experiences that it should represent. Reacting impulsively to trends, sacrificing long-term consistency and engaging in greenwashing or purpose-washing are all mistakes that can erode a brand’s credibility in today’s world of conscious consumers.

What should brands invest in to stay ahead?

To prepare for the future, Mateusz recommends investing in brand governance platforms for real-time identity management.

• Brand governance platforms for real-time identity management;
• AI-driven analytics to deepen audience understanding;
• XR experiences that elevate engagement through immersive environments;
• Sustainability tools that integrate ESG reporting into brand strategy.

Which branding initiatives stood out in 2025?

Reflecting on this period, he applauds brands that invited users to participate in the creative process, adopted inclusive design practices that transcended language and cultural barriers, and communicated tangible sustainability results. He also notes the rise of ‘glocal’ branding global brands that prioritise local relevance.

Mateusz’s perspective adds a bold, purpose-driven lens to this year’s Trendbook, reinforcing Admind’s belief that the future belongs to brands that lead with meaning, guided by strategy, fuelled by creativity and grounded in integrity.

Instead of chasing trends, Mateusz encourages brands to become changemakers, to lead with courage, act with integrity and design meaningful experiences. In the Trendbook, he reflects Admind’s belief that, at its best, branding is a force for progress, uniting bold ideas with genuine impact.

Explore the full Trendbook (in Polish) here.