Edelman

As the language of wellbeing shows up in more categories, people are becoming quicker to spot and push back when it feels forced. For brands, the question is not simply whether wellness is popular; it is whether they have permission to be part of that conversation at all. One of the reactions shaping 2026 is a growing demand for common sense, credibility, and restraint in how brands talk about health and wellbeing. Carolyn Paul speaks on trust, health, and brand permission for Edelman’s Tipping Points Report.

Attention is not won by adding to the noise. As audiences pull back from the always-on feed, brands face a different challenge: not how to say more, but how to matter more. That means sharper ideas, more intentional moments and better reasons for people to gather – both online and offline. One of the reactions shaping business now is a quieter one: people are tuning out of noise and tuning into connection. Suzy Socker speaks on attention, content, and connection for Edelman’s Tipping Points Report.

Finance is having a cultural moment. Money, wealth, and investing are no longer confined to the business pages, but are part of mainstream conversation – shaped by platforms, creators, media, and a new class of financial voices. That creates opportunity for financial brands. It also raises the bar for credibility. As finance becomes more visible, one of the reactions shaping business now is a renewed appetite for stability, transparency, and long-term thinking. Andrew Wilde speaks on finance, culture, and trust for Edelman’s Tipping Points Report.

Business is being asked to read the room differently. Geopolitics, tariffs, climate, AI, public health, employee expectations – the pressures on organisations are becoming more complex, and more visible. For leaders, this is no longer just about communication; it is about judgment, diplomacy and knowing how to act. One of the clearest reactions shaping 2026 is the rising expectation that business should play a more active, more diplomatic role. Selena Callas speaks on corporate affairs in a more complex world for Edelman’s Tipping Points Report.

AI can speed up the work. But it cannot decide what is worth making. As brands adopt generative tools, the real differentiator may be less about production and more about judgment: the point of view, the creative call, the decision to make one thing and leave another behind. This is one of the reactions shaping business now: as AI accelerates output, human intent becomes more valuable. Jay Gallagher speaks on creativity, judgement, and AI for Edelman’s Tipping Points Report.

Join Edelman, Reuters, and leaders from across the media landscape for a special insights morning unpacking the latest Reuters Digital News Report, the world’s most comprehensive study of news consumption habits. Together, we’ll explore what shifting media behaviours mean for brands, communicators, and the future of trust. Register your interest to attend.