IPA Bellwether Q3 2026: Industry reactions

“Consumers are cautiously starting to spend again after years of cutting back, but the cost-of-living remains a major consideration when investing in high ticket items and perceived non essential items.

“With so many still reluctant to spend, marketers understandably remain concerned about the financial prospects of their companies – and it is evident from the report that brands are re-allocating their marketing budgets.

“The significant increase in budgets for sales promotions suggests a focus on immediate sales over the glorious summer months and World Cup fever, which will likely continue into the golden quarter and winter discounting period in line with typical seasonal trends and when consumers tend to spend.

“However, the expected reduction of promotional budgets in the year ahead suggests that companies are increasingly recognising a discounting strategy provides only short-term gains, with long-term commercial success relying on experience, preference and brand equity.

“Budgets for PR and events are soaring, with face-to-face interactions that ‘surprise and delight’ taking priority as brands look to build deeper, lasting relationships with existing target audiences and attract new audiences to fill the sales gap.”

To read the full published comment by Daniel Todaro, CEO, Gekko Group, please visit Mediashotz