Be honest, has this year felt more like a marathon of reacting, juggling and firefighting than perhaps you’d like? We’ve all been there, trying to do a million things, all at once. It kinda works, until it doesn’t. Real life is put on the back-burner and your family practically forget who you are.
What if 2026 could be that little bit different, more organised and structured, less of the winging it. So you can focus on the things that really matter, and perhaps even get time back to be less like a stranger in your own home? If that sounds appealing, read on…
This blog is here to help you with defining your marketing strategy and plans for 2026!
We're in for a bumpy ride.
The signs are clear, growth is cooling and customers are cautious. Even the weather might have drama in store. (Apparently the Beast from the East is eyeing a comeback. Just perfect.)
Here’s some of what the economic forecasters are saying:
- Growth rates continue to shrink. The UK’s real GDP growth for 2025 is forecast to end at around 1.2%–1.5%, while the Institute of Fiscal Growth is predicting the 2026 growth outlook will slip to around 1.1%–1.4%.
- Inflation remains elevated. The Consumer Price Index (CPI) in August 2025 stood at 3.8%, core inflation around 3.6%.
- Consumer sentiment is subdued. In a PwC UK survey 85% of consumers say they are concerned about the rising cost of living, with every demographic more worried than they were at the start of 2025.
- In one spending-expectation survey for UK fashion retail, 25 % of consumers planned to spend less vs 15 % who planned to spend more. A net −10 %.
The figures show a mildly slowing growth economy and inflation-pressure on customers resulting in lower consumer confidence. The fight might just about to get tougher but it’s not all doom and gloom, it’s a good reason to get your plan in shape now. The weather? Where’s Michael Fish when you need him…
But you can keep the wheels on.
When growth is limited and customers are cautious, marketing can’t be treated as a separate after-thought. Remember, speculate to accumulate.
Marketing strategy should be a major steer for your business plan to:
- Define where growth will come from: which customer segments, which geographic or niche play, which value proposition.
- Clarify what to stop doing or change: if consumers plan to spend less, or switch behaviour there’s a real need for clarity on what marketing will deliver and what is worth the chase.
- Connect business investment: given business investment growth in the UK is expected to be in the low single digits (1.6-1.9 % according to the BCC), marketing decisions will need to be selective and tightly aligned with business ambition.
- Anticipate consumer behaviour change: e-commerce, digital experiences, expectation of personalisation and convenience are all becoming defaults.
Still tempted to wing it?
It’s your choice, but beware. Businesses without a clear strategy end up chasing opportunities instead of choosing them, fact. In a low-growth economy the scattergun approach burns through time and money fast, not many of us have time and money to burn (unless your name is Elon Musk). With inflation hovering around 3.8% and growth sluggish, every wasted marketing £ just stings that little bit more.
Meanwhile, customers are less forgiving than ever; trust, relevancy, convenience, they’re all basic expectations and one bad experience can send them elsewhere. If your competitors have already nailed their 2026 plan and you haven’t, their advantage will only grow. Add to that the internal chaos a weak plan creates (seen it, firsthand) disconnected teams, unclear priorities, marketing reduced to a string of disjointed campaigns, so it’s easy to see why planning isn’t optional!
Time to get your act together (or at least your plan).
Try these 3 practical steps to get the grey matter going:
- Set your growth target: e.g., “We aim to grow by X% in 2026 from market segment Y”. Base this on customer insight, not just hope. And make it realistic.
- Design an outline strategy: Define who your target customer is, the value you deliver (your proposition), how you’ll communicate (the channels you’ll use and the messages you’ll share) and by what metrics you’ll judge success.
- Build your business plan around it: Investment, capability, budget, KPIs can all stem from that marketing strategy. Set yourself quarterly review points.
You've got this.
Even if the UK economy is not pumping ahead at some monstrous growth. Inflation remains sticky. Consumer behaviour is cautious. All of that means waiting to plan is a choice to be one step behind. By placing marketing strategy at the heart of your 2026 plan, you give your business a fighting chance of realising meaningful growth and giving yourself the breathing space you deserve!
If it all feels a bit much, we’re here to help. We’ve helped many businesses to find their focus, build realistic plans and achieve growth.
- In 2024 research of nearly 2,000 UK SMEs found 54% had no documented business plan.
- The same research found 67% had no marketing action plan.
- Fewer than one-in-three (28 %) reported that they generated sufficient leads to hit growth objectives.
In the words of Olive, you’re not alone.
