MARKETING TRENDS

The ‘vanishing middle’ will be a big concern for marketers in 2026

By our African Marketing Confederation News Team | 2025

Most believe that ‘middle class’ is effectively meaningless as income stagnates, costs rise and job security is increasingly threatened.

As the world’s marketers prepare for 2026, the World Advertising Research Centre (commonly known as Warc) notes that among their greatest concerns is the ‘vanishing middle’ – otherwise described as the declining middle class.

Image by Freepik

“Brands and marketers now confront a ‘K-shaped’ economy, with spending splitting toward both premium and budget ends, leaving fewer opportunities for middle-income buyers,” Warc states in its annual Marketer’s Toolkit released last week.     

 

“This economic stress and long-term uncertainty have led younger generations to delay or forgo milestones such as having children, buying homes, or pursuing higher education.  

 

“Traditional family structures and gender roles are evolving, forcing marketers to reconsider life stage-based strategies.” 

 

Nearly three-quarters (73%) of marketers agree that the term ‘middle class’ is effectively meaningless as income growth slows, costs rise and job security is threatened.  

 

Consumers must be guided through ‘affordability tension’ 

 

As brands are faced with engaging either a high or low end of the market, Warc suggests that they help guide consumers through ‘affordability tension’ – understanding the gap between what people want and what is realistically within their means.  

 

Conventional consumer milestones, such as having children or reaching retirement age, are in flux against this backdrop.  

 

Fifty-nine percent of marketers believe audience segmentation based on factors like age, income and social class are less effective today, while 57% think traditional family structures and gender roles are different. 

 

Given this, marketers must reassess some of their established assumptions around what triggers spending and whether there are new entry points for consumers into their brand categories. 

 

Warc lists the key takeaways from the latest Marketer’s Toolkit: 

 

  1. Successful brands are moving toward segmentation based on emotional readiness, values and passions, rather than outdated assumptions about linear life progression. 
  2. Capture authentic insights to build brand value beyond price, fostering lasting emotional connections.  
  3. Develop tiered pricing options, embracing premiumisation or value repositioning to serve both high-end and budget-conscious consumers.  

Other important focus areas for marketers in 2026, says Warc, will be: gambles on creator marketing; delivering escapism through in-person and digital experiences; a shift away from SEO; and changing consumer milestones that are affecting audience segmentation. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.