2026 is here – and effective communication is central to advocacy in a way like never before. We all know that things move fast these days – global events shift in a flash, and the news cycle never slows down. Add a flood of AI-generated content, lack of trust and a dramatic geopolitical landscape into the mix, and you have an environment where it is tougher than ever to make change.

Following Elon Musk’s acquisition of Twitter and his controversial plans for the platform, many users decided to migrate to its competitor Mastodon. This includes EU institutions and influencers, but is it really a viable alternative for the bubble?

Twitter has accepted the $44bn offer from TESLA and SpaceX’ owner Elon Musk. His plans for the platform include open-source algorithm, new monetisation features and a renewed stance on free speech. What are the implications?

A combination of factors are making pundits wonder if we are witnessing the first “social media war” in the Ukrainian-Russian conflict. The term had been already employed in the past, but the ongoing war presents to us a first of a kind example due to its large scale and the significant access to digital platforms.

Lockdowns re-shaped the entire ecosystem, and communication professionals had to push themselves to break new barriers to keep up with these changes. In this insight, we highlight key trends to better engage with your audiences, from purely digital marketing to personalisation.