Let’s face it – the world of marketing and communications is always on the move, and right now, it’s evolving faster than ever. New technology, changing media habits, and growing audience expectations mean it can be tricky for brands to keep up…we totally get it!
So to set you up for a successful 2026, we’ve shared seven key trends we think you need to watch out for in 2026 – and importantly, how you can use them to help your brand bloom.
1. Expert Advice as a PR Tactic
One of the most effective ways to build brand awareness is by positioning your team as trusted experts. Whether it’s gardening gurus, sustainability superstars or product pros, having credible spokespeople provides media with valuable, informed commentary, and consumers with trustworthy, recognisable faces.
It could be what to sow each season, tips on winter lawncare, or how to care for houseplants, brands that use expert insight to lead conversations are seeing stronger coverage and greater audience trust, both of which ultimately lead to more sales.
Don’t just take our word for it – check out how expert advice has helped our client Hillier Garden Centres.
2. Media Relations: The Power of the Human Touch
Automation is transforming the PR landscape, but relationships will still rule in 2026. With shrinking newsrooms and inboxes full of AI-written pitches, genuine human connection will be what cuts through. (It’s something we’ve been harping on about for some time!)
Successful media relations in 2026 will depend on empathy, curiosity, and effort, understanding what a journalist covers, tailoring a story to fit their audience, and adding value rather than noise to their overflowing inbox. As technology handles the admin, there’s a real opportunity to invest time in the craft of relationship-building. For garden brands, that might mean fewer, better-crafted stories, and more valuable coverage.
3. Social Media Diversification
The days of relying on one or two social channels are over. With algorithms constantly changing and new platforms emerging, diversification will be key.
Rather than chasing every trend, 2026 will be about choosing the right mix for your audience, from established spaces like Instagram and TikTok to the community-led platforms like Facebook, Reddit, or gardening forums. By broadening their digital footprint, garden brands can reach audiences where they already spend time, while reducing dependence on any single platform.
4. AI as an Everyday Tool
It seems like only yesterday when artificial intelligence (AI) was the shiny new kid on the block, but it’s now moved beyond buzzword status to become a core part of everyday marketing. From analysing customer feedback and segmenting data to streamlining research and generating ideas, AI tools are helping communicators work faster and smarter. This creates a real opportunity for PR professionals and brands alike – read more on that here!
But the key is balance. AI should support, not replace, human creativity. The best results come when technology handles the repetitive work, freeing us humans up to focus on insight, emotion, and storytelling.
5. The Rising Popularity of Podcasts
Podcasts continue to grow in popularity as audiences crave deeper, meatier content, and a more on-the-go method of consuming media. And as more journalists and influencers host podcasts of their own, they’re also becoming an increasingly important part of the modern media mix.
Whether it’s sponsoring shows, offering spokespeople as guests, or even creating their own mini-series featuring growers, designers, or sustainability experts, podcasts not only extend a brand’s reach but also build credibility and emotional connection.
Again, this isn’t new news to us – we’ve been getting our clients guest spots on podcasts all year. Check out our most recent with Seedball’s Dr Ana Attlee on Loving Your Garden with Rod Whiting.
6. The Power of Niche Influencers
Influencer marketing is maturing in 2026, and it’s no longer all about size or scale. The future lies with niche and specialist creators who have deep knowledge in specific areas, from houseplants and no-dig gardening to urban growing and grow-your-own.
These influencers may have smaller followings, but their audiences are highly engaged and trust their recommendations. For garden brands, partnering with them can lead to authentic, long-term advocacy rather than one-off promotions.
We understand finding the right account to pair with your brand can be a nightmare, which is why our little black book of content creators, the Honest Network, comes in very handy!
7. Cause Marketing with Real Substance
Today’s consumers want to buy from brands that care, but they can spot greenwashing a mile off. Cause marketing in 2026 will be about measurable impact, transparency, and long-term commitment.
For garden and horticultural businesses, this offers real potential. Whether it’s sharing your latest impact report like elho, supporting biodiversity projects, creating pollinator-friendly products like Seedball, or partnering with schools to encourage children to grow, cause-driven campaigns can deliver purpose and press appeal alike. The trick is authenticity: align with causes that genuinely connect to your values, and share results openly.
We Can Help!
In 2026, the strongest communications strategies will blend the best of both worlds: human creativity and smart technology.
By combining expert-led storytelling with authentic media relationships, experimenting across digital channels, embracing AI thoughtfully, and aligning with meaningful causes, garden brands can thrive in an increasingly competitive and conscious marketplace.
If your brand needs help creating a communications strategy that will deliver real results in 2026, get in touch with us on hello@honestcommunications.co.uk
