Loneliness isn’t just a fleeting feeling; it’s a growing problem in the U.S. that’s shaping the way consumers engage with each other and with the world around them. According to The Cigna Group’s 2025 Loneliness in America Report, nearly 58% of U.S. adults report feeling lonely, with Gen Z (67%) and Millennials (65%) leading the way. As the holiday season approaches, expectations around what we’re supposed to be feeling and social media posts showing how much fun everyone else seems to be having can amplify those feelings even more. Surprisingly, beyond feeling disconnected, loneliness can have far-reaching impacts, including how they build trust and choose brands.

Halloween is becoming big business. This year, consumers are expected to spend a record-busting $13.1 billion on products and activities related to the occasion (including $3.9 billion on candy), according to the National Retail Federation’s annual consumer survey. But tapping into the holiday is nothing new for experiential marketers. Halloween has long inspired some of the industry’s most creative campaigns, and 2025 was no exception.

2026 is shaping up to be a year where food isn’t just what we eat. It represents who we are, how we feel, and how we connect online and in real life. From the flavors we crave to the experiences we seek, food is becoming a mirror of identity, intention, and imagination. What will replace this year’s protein hacks and fluffy Japanese pancakes? We’re starting to see some emerging trends that will shape CPG marketing in 2026: here are five hot takes.

In a recent CMSWire article, “Why CMOs Must Treat Emotional Engagement as a Core Growth Lever,” Inspira CEO Jeff Snyder shares how brands can win hearts (and drive growth) by making people feel something, spotlighting our work on last year's “I Scream for Yasso” campaign as the perfect example.

We see it on client briefs every day: “We want to be part of culture. How can we tap into Gen Z and cultural moments?” Every brand wants to be part of the zeitgeist, the hot brand everyone’s talking about. They point to E.L.F., Liquid Death, and other breakout brands and say, “We want that energy. We want that connection.” 

Why treat your brand activation like a one-night stand when it can be the beginning of a long, meaningful story? When you build your experience around a clear, ownable idea, you’re setting yourself up with content that can fuel your marketing all year long. We connected with our content strategists to offer 10 ways to deliver content that continues to build the relationship beyond the activation.

In 2025, grabbing attention isn’t just the goal, it’s the starting line. Real growth happens when brands build relationships with their consumers that feel personal. And to do that, brands have to bring consumers into the conversation early AND keep that two-way communication going. Your real brand fans want in. They want to help shape the story, contribute to the moment, and feel like they belong in the experience a brand created.

Blame TikTok, GLP-1s, or just a smarter shopper, but protein has officially entered the chat. Everyone from busy parents to wellness enthusiasts is looking for high-protein options that fit their lifestyle. For CPG marketers, this is the green light to flex. Innovation is booming across animal, plant, and alternative proteins, and brands that can deliver functional benefits with craveable flavor and standout shelf appeal are winning.