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Marketing trends for 2026: customer voices grow in importance 12 December 2025

A key marketing trend for 2026: customer voices accelerate connection

As 2026 edges ever closer, I’m continuing my exploration of the copywriting and marketing trends likely to emerge in the year ahead. Last time, I looked at why being more human will very probably be huge in the months to come. Today, I’m riffing on that theme thanks to a quote from this Content Marketing Institute article.

A great marketing move for 2026: showcase customer testimonials

This 2026 trends article covers some familiar themes: authenticity, relatability and being human. All ones I have explored before on this blog. One prediction or piece of advice I particularly wanted to pick up on is from Samantha Mackowitz from Flywire, who sets out that a big part of being authentic is making the most of customer testimonials:

“With the rise of AI, it will be important for brands to stay authentic. People want to hear from other people. Testimonials from clients are your strongest way to sell your product.”

While customer testimonials have always been important, the rise of AI content make them even more vital. Your customer’s voice provides social proof and communicates what makes your business special.

I think this is a great message, but I want to go one step further. I think that in 2026, a critical element of marketing content for ambitious businesses will be telling a compelling story about their value to their customers, centred on specific experiences and opinions. In short, case studies. But there’s an okay way and a great way to develop and write case studies. Because the more those case studies are full of human detail, the more powerful they are.

Prioritise customer voices in 2026

Next year is the year to prioritise your customers’ voices. Invite your best clients to share their experience of your product or service; not just a few lines of praise, but a case study that will celebrate you and them.

Dig deeper for the interesting detail: the things that surprised the client, what they appreciated most and the difference your service has made to them. There’s an art to keeping the human side central while also including key metrics that add substance and proof of value. Achieve that critical balance and you’re more likely to be a marketing and copywriting winner in 2026 and beyond.