Over the past decade, social media and online content has become louder, sharper, and more relentless. The promise of content democratization was supposed to unite us, yet all too often it’s led to echo chambers, viral misinformation, and a loss of empathy and nuance.
Sure, it’s easy to know about thousands of people but harder than ever to truly be known, harder to be seen and to feel like you belong. Add in the toxic algorithms of the huge social networks, which thrive on outrage and division, and the challenges multiply.
I see many people escaping the online cesspool. There’s pushback on AI generated slop, disgust at the drek the social networks show us, and outrage at the onslaught of digital sales pitches.
For 2026, I predict many more people will want to escape the online world or reduce the time they spend there.
So many of us are eager to be with others, in-person, in real life. Concerts and sporting events are packed. I’m now deep into swing dancing and the social dances I attend are an important way I have deep and real connections.
Although I’m best known for pioneering many of the ideas of online marketing and PR, I will be spending most of my efforts teaching a kinder and gentler approach to marketing than participating in a social media arms race to the bottom.
I’m not completely dismissing the importance of social media. It’s still valuable for some. And I will continue to be active in social networks.
However, I see a better way forward to market an organization in 2026 and beyond: building genuine human connections that create fans and grow businesses.
This is where I will focus my energy in 2026, teaching the ideas of fandom and human connections to help make the world a better place and help organizations achieve success.
I’ve accomplished a lot in my career, but my current focus is on my most important mission: helping people create the human connections that build true fans.
In today’s noisy and divided world, genuine, empathetic connection is rare, and incredibly valuable. The organizations, creators, and entrepreneurs who understand this thrive.
Thank you for being with me on this journey. And here’s to an amazing 2026.
