Business-to-consumer (B2C) marketing executives are bracing for a turbulent 2026, as a new report from Forrester predicts significant challenges ranging from consumer price sensitivity and declining measurement confidence to AI-driven privacy breaches. The research firm's "Predictions 2026: B2C Marketing" report highlights a widespread expectation of volatility, with 64% of B2C marketing executives believing the upcoming year will be more unstable than 2025.

The outlook includes tighter marketing budgets, anticipated by 52% of executives, and reduced headcounts, expected by 51%. Mike Proulx, Vice President and Research Director at Forrester, noted, "It's not great news in terms of the strife and headwinds that CMOs and other business leaders are going to face." The report's findings are based on analyst input and data collected throughout the year, including Forrester's Q3 CMO Pulse survey.

Loyalty and Trust Don't Come Free

As consumers continue to feel an economic pinch, low prices remain a primary purchase driver. Forrester projects that price hikes in 2026 could lead up to one-third of consumers to abandon B2C brands in favor of more affordable alternatives. While 37% of online U.S. adults express willingness to pay more for beloved brands, the majority will be harder to sway. Forrester suggests the solution lies in cultivating a compelling consumer experience that fosters retention.

"Brands need to understand their consumers and their different segments that exist within their diverse target audiences, and ensure they are meeting them where they are, with regards to their own individual economic conditions," Proulx emphasized.

Beyond consumer loyalty, the marketing measurement crisis is also expected to worsen in 2026, with confidence predicted to slip by 7%. Despite 79% of B2C marketers feeling confident in their measurement abilities in 2025, this confidence is deemed temporary. Concerns over data transparency, especially with AI's growing role in measurement, will erode trust. The politicization of economic measurements is also expected to exacerbate these issues.

The Fault in the AI Machine

Artificial intelligence's presence in advertising has expanded rapidly, but 2026 may see some of the initial excitement wane as significant challenges become undeniable. The report forecasts a 20% increase in class-action lawsuits stemming from AI-driven data breaches, further eroding consumer confidence.

Implementation of AI systems will also continue to be a hurdle for marketers. Only 37% of employees feel confident adapting AI systems for work, a factor Forrester predicts will slow the adoption of agentic AI. B2C marketers are advised to clarify their desired levels of AI autonomy and ensure alignment across data, technology, and their workforce.

  • 20%: The expected increase in class-action lawsuits due to AI-driven data breaches.
  • 37%: The percentage of employees who feel confident in adapting AI systems for work.

Despite these hurdles, AI's role in marketing is not expected to be completely derailed. Forrester anticipates the launch of three AI-native B2C marketing applications in 2026, driven by marketers' strong desire to integrate AI into their workflows. However, marketers must carefully evaluate new technologies to ensure they align with their specific needs and values.

"There are a lot of promises being made by third-party vendors," Proulx stated. "Any technology provider is going to tout their AI capabilities... what is pivotal is to ensure that as AI advances as a commonplace aid to getting work done, the human quotient cannot be removed."