Some trends in communications flicker and fade, but a few signal a lasting shift in how individuals and organisations communicate and navigate one of their greatest assets: their reputation.

Here are some of the predictions for 2026 that are already starting to become trends:

Audiences will seek out 'imperfect' human-led content

All that training on our data is paying off – we are seeing Artificial Intelligence agents become more reliable, and deepfake videos are more convincing.

In a world where we can no longer believe our eyes to determine what’s real, it makes sense that audiences are developing a “humanity filter”.

Social media content that's imperfect, includes bloopers, and is slightly rough around the edges will be popular, because it's relatable. Human imperfections (rather than ghastly AI mistakes of the past depicting people with too many fingers or teeth) won’t necessarily be seen as mistakes, but a badge of authenticity.

People will always seek connection with one another, and the rise of AI is likely to make us yearn for content that isn’t automated.

Long-form storytelling will grow

No one is predicting the death of the short video reel – they're here to stay. But people still have a desire to tell a full story, share their thinking, and have deeper, more nuanced discussions.

Digital platforms for writers to issue newsletters, record podcasts, or find outlets that allow room for more than a pithy post will grow in 2026, as will creator-centred communities.

In 2026, authority and credibility will be built through sustained and thoughtful engagement.

Nostalgia for 10 years ago

2016 is back! Across social platforms, users have fallen hard for the throwback trend, and are sharing and detailing their memories and lessons of 10 years ago.

The year 2016 is being remembered fondly as a year of optimism. Was the world a little lighter back then, perhaps? It was the year of the Rio Summer Olympics, the year of Brexit, the year Donald Trump was first elected President of the United States. It’s being remembered through rose-tinted glasses as a simpler time. (On that note, please enjoy photos of York Park Group team members from 2016 at the end of this article).

As pointed out by communications specialists, nostalgia is a classic response when the globe is going through major change. It’s likely that technological upheaval is prompting younger generations to look to their youth or childhood for comfort.

While confused Millennials are proclaiming it's too soon for nostalgia of the 2010s, it’s likely to continue to hold power in 2026, with campaigns leveraging the 10-year cycle to provide access to a time that felt less engineered.

Look out for marketers giving old logos and campaigns a new lease of life. It’s all part of the pull towards what is unpolished.

Cancel culture reinvented

Outrage and offence won't go anywhere in 2026. But cancel culture is forecast to undergo change. Social commentators are pointing out credible signs it will splinter.

Instead of mass outrage, the fragmenting of media and proliferation of social platforms will lead to 'micro-tribunals'. This means the hashtag-driven mob that dominated the internet for days is largely behind us. Instead, ‘cancellation’ of individuals and companies will become more localised.

Another relevant theory is that people are becoming more wary of disinformation, making audiences slower to grab the pitchforks when they see or hear something they don't like. Perhaps we have reached a time where people will be slightly more patient, waiting for context and verification.

Thanks to the divided nature of online communities, while someone might lose clout in their circle, they may be swiftly welcomed into others.

The flip side is, these pockets of reputational damage may be more long-lasting. AI Agent scrapers will create search permanence, meaning historical outage can live on in the digital world, such as Reddit threads.  

The rise of GEO

Building on AI archiving and reviving reputational damage, Generative Engine Optimisation (GEO) is being more widely recognised by reputation specialists – and strategies to enhance it will become more pertinent this year.

Search Engine Optimisation (SEO) is a familiar term that targets search engines to improve rankings in a list, while GEO targets the AI Agents providing search summaries.

GEO is the strategic art of ensuring your brand is accurately cited and positively mentioned, especially when internet users search for a solution to a problem or ask “is company X any good?”.

These AI generated summaries are influential because they can be viewed as neutral or interpreted as a “source of truth” by many readers. They ‘scrape’ the internet for the most up-to-date information, looking for time stamps, citations and specific data points to verify information but the sources may not necessarily be credible.

To strengthen GEO, organisations should keep website information current. Ensuring their brand and logo, leadership list and core services are consistent across the web is good online hygiene. Creating an FAQs section that reflects how people conversationally speak to AI assistants may also help with GEO.

In 2026, an increasing number of internet searches will end without a click, thanks to AI summaries. That’s why earning visibility through consistent authority and authenticity must be top of mind when it comes to communications and reputation this year.

Ultimately, the winners will be those who can balance effective optimisation of AI agents, with a deeply human brand voice to build trust.

York Park Group Team Member Photos 2016