The Future of Digital Marketing in 2026: Strategies Small Businesses Can’t Ignore

Digital marketing is evolving faster than ever.

Platforms rise and fall. Algorithms change overnight. A strategy that worked last year may already be outdated today. By 2026, the landscape will look even more different.

For small businesses, this pace of change is both exciting and intimidating. Big corporations can absorb mistakes. Small businesses often can’t. A single marketing decision can determine whether a company grows or struggles.

Customers, meanwhile, are more demanding than ever. They want quick answers, personalized experiences, and brands they can trust. They also have unlimited choices at their fingertips. If one business doesn’t deliver, they’ll move to the next.

That’s why ignoring new trends isn’t an option. Adapting quickly is no longer a luxury, it’s survival.

Looking ahead, four major shifts will define digital marketing in 2026:

• Artificial Intelligence → powering ads, content, and customer service.

• Personalization → full customer journeys tailored to individual needs.

• Customer Experience → seamless, authentic interactions as a growth driver.

• Automation → tools that save time, cut costs, and streamline operations.

These shifts are already here, and they’re only accelerating. Businesses that act now will build authority, earn loyalty, and stay ahead of the competition. Those who wait will be left behind.

The future of digital marketing is not something to prepare for “someday.” It’s unfolding right now, and small businesses that embrace these changes will be the ones thriving in 2026 and beyond.

1. The Current Digital Marketing Landscape

Digital marketing in 2025 is a mix of proven methods and fast-changing innovations. Some strategies remain reliable. Others are losing traction quickly. To understand where 2026 is headed, we first need to take a snapshot of where things stand today.

What’s Working Now

Social Media Marketing

• TikTok and Instagram continue to dominate for short-form video and brand storytelling.

• LinkedIn is stronger than ever for B2B networking, thought leadership, and lead generation.

• Facebook still matters for ads, groups, and local targeting, but organic reach is almost gone.

Email Marketing

• Still one of the highest ROI channels.

• Businesses are moving toward segmented lists and automated drip campaigns.

• Personalized subject lines and targeted offers outperform generic blasts.

SEO (Search Engine Optimization)

• Long-form content (2,500+ words) is winning on Google.

• Voice search optimization is growing, with more people asking Alexa, Siri, or Google Assistant.

• Local SEO is critical for small businesses with physical locations.

Paid Ads (PPC)

• Google Ads and Meta Ads remain effective, but costs are climbing.

• Retargeting ads convert well, especially when paired with email sequences.

• AI-driven targeting makes ads more precise, but businesses need to monitor spend carefully.

What’s Fading Out

Organic reach on Facebook → nearly nonexistent without paid boosts.

Clickbait headlines → audiences are demanding authenticity.

One-size-fits-all marketing → personalization has become the standard.

Relying only on Google → TikTok and even Pinterest are now search engines in their own right.

Key Stats to Set Context (2025)

• Over 60% of all web traffic now comes from mobile devices.

• Short-form video accounts for 90% of social media engagement growth.

• Email delivers an average ROI of $36 for every $1 spent.

• 71% of customers expect personalized interactions, and 76% get frustrated when businesses don’t deliver.

• The average cost-per-click on Google Ads increased by 15% in the last year, making efficiency more important than ever.

The Small Business Reality

Budgets are tight, so every dollar counts.

Owners wear multiple hats, they don’t have time for overly complex strategies.

The winners are those who find the balance: adopting new tools early, but keeping what’s already proven.

Where Things Are Heading (Bridge to 2026)

The current landscape shows a clear split:

• Old methods (generic emails, untargeted ads, and static content) are fading.

• New methods (AI tools, personalization, video-first strategies, and automation) are gaining ground.

For small businesses, this is a turning point. Playing it safe with outdated methods may feel comfortable, but it risks invisibility. Leaning into innovation can feel intimidating, but it opens the door to more reach, more engagement, and more growth.

2. The Rise of AI in Digital Marketing

Artificial intelligence is no longer a buzzword. By 2026, it’s becoming the backbone of digital marketing. Businesses of all sizes, from solo entrepreneurs to global corporations, are using AI to make smarter decisions, save time, and deliver more personalized experiences. For small businesses especially, AI is leveling the playing field.

AI-Powered Ad Targeting

• Platforms like Google Ads and Meta Ads already rely on AI to decide who sees your ads.

• Instead of manually guessing audiences, algorithms analyze user behavior, interests, and purchase intent.

• Small businesses benefit from better targeting without needing large budgets.

Example: A bakery in Liberty NY can run ads that only show up to locals who recently searched “birthday cakes near me.”

Why it matters: Every dollar spent goes further, and campaigns can run with less trial and error.

AI in Personalization

Gone are the days of generic email blasts.

AI tools can:

• Recommend products based on past purchases.

• Send offers when a customer is most likely to buy.

• Personalize website content in real time.

Example: Netflix and Amazon set the standard, but now even small Shopify stores can replicate this at scale.

Why it matters: Customers expect businesses to “know them.” If you don’t personalize, your competitors will.

AI for Content Generation

• Tools like Jasper, Copy.ai, and ChatGPT help businesses draft blog posts, product descriptions, and social captions.

• AI can create variations of ads, headlines, and calls-to-action, saving time on A/B testing.

• Visual AI tools like Canva Magic Write or MidJourney create graphics and designs on demand.

Caution: AI content needs human editing. Search engines reward originality and brand voice.

Chatbots and Customer Support

• AI chatbots are now affordable for even small businesses.

• They handle FAQs, appointment bookings, and product recommendations.

• Available 24/7, improving customer satisfaction and reducing workload.

Example: A hair salon can use a chatbot to schedule appointments automatically through their website.

Why it matters: Customers expect quick responses. A bot can reply instantly, even when you’re closed.

AI in Analytics and Insights

• Instead of manually crunching numbers, AI dashboards highlight patterns.

• Tools can predict which leads are most likely to convert.

• AI tracks customer behavior across multiple platforms (social, email, website).

Example: Instead of just knowing “500 people visited your site,” AI tells you “most of them came from Pinterest between 7–9 pm.”

Why it matters: Smarter decisions, faster.

Case Studies / Real-World Examples

Small Retailer: A clothing boutique used AI-driven email campaigns to recommend items based on browsing history. Sales per email rose by 40%.

Restaurant: A local diner added a chatbot on their site to handle reservations. Bookings increased by 25% within 2 months.

E-Commerce Store: An online seller used AI ad targeting. Instead of wasting money on broad ads, their cost-per-sale dropped by 30%.

Freelancer: A solo consultant used AI writing tools to publish 3x more LinkedIn posts. Engagement doubled.

The Small Business Advantage

AI isn’t just for tech giants anymore. Many platforms now offer affordable monthly plans or even free AI features.

Saves time → automates repetitive tasks.

Saves money → reduces trial-and-error in marketing.

Improves customer satisfaction → faster, more personalized responses.

In other words, AI helps small businesses act bigger without needing bigger budgets.

Looking Ahead to 2026

• AI will become more integrated into everyday tools (you won’t even notice it running in the background).

• Customer expectations will rise even higher, “smart” experiences will become the default.

• Businesses that adopt AI early will enjoy better margins, stronger relationships, and greater visibility.

• Those who resist will struggle to keep up with competitors who operate faster and smarter.

Bottom Line: AI is not replacing human marketers. It’s replacing outdated methods. Small businesses that learn to combine human creativity with AI efficiency will dominate digital marketing in 2026.

3. Personalization & Customer-Centric Marketing

Marketing used to be about broadcasting the same message to as many people as possible. That no longer works. In 2025–26, the most successful businesses are those that treat every customer like an individual, not just a number. Personalization and customer-centric strategies are no longer “nice-to-have”, they’re expected.

Why Generic Messaging No Longer Works

Consumers are overloaded: Ads, emails, and posts hit them all day long.

Trust is harder to earn: People ignore copy-paste campaigns.

Competition is global: If one business doesn’t feel personal, customers will move to another.

Example: A generic “20% off everything” blast may be ignored. But a “20% off your favorite product, expiring tonight” message gets clicks.

What Customer-Centric Marketing Really Means

• Shifting focus from what the business wants to sell → to what the customer wants to experience.

• Building relationships, not just transactions.

• Listening to feedback and adapting offers.

• Making the customer journey seamless, from first impression to repeat purchase.

Tip: Think about how you’d want to be treated as a customer, then build systems that deliver that experience at scale.

Customer Journey Mapping

Understanding the customer journey is key to personalization.

Awareness → Where do they first find you (social media, search, referrals)?

Consideration → What makes them compare you to competitors?

Decision → What tips them over the edge (discount, review, clear guarantee)?

Retention → How do you keep them happy after the first sale?

Advocacy → How do you turn them into repeat buyers or brand ambassadors?

Mapping this out helps businesses spot gaps.

Example: If many visitors abandon carts, maybe checkout is confusing. If reviews are strong but repeat sales are low, maybe retention strategies are weak.

Tools That Power Personalization

CRM Systems (Customer Relationship Management)

• HubSpot, Zoho, Salesforce, or smaller tools like Freshsales.

• Track leads, purchases, and interactions in one place.

• Automate reminders and follow-ups.

Email Automation Platforms

• ActiveCampaign, ConvertKit, Mailchimp.

• Segment lists: new customers vs repeat buyers vs inactive customers.

• Automate personalized drip campaigns.

Website Personalization Tools

• Tools that show different offers to different visitors.

Example: Returning visitors see a “Welcome back!” coupon.

AI Assistants

• AI predicts what a customer might want next.

Example: “People who bought X also liked Y.”

Real-World Examples of Personalization

E-commerce Store → sends product recommendations based on browsing history. Sales rise by 25%.

Local Gym → emails a “We miss you” offer to members who haven’t booked a class in 30 days. Retention improves.

Consultant → uses LinkedIn automation to send personalized invites to only the most relevant prospects. Win rates double.

Hyper-Personalized Experiences (Future Direction)

We’re moving beyond just using a customer’s name.

Hyper-personalization includes:

Timing → Emails sent when the person usually opens them.

Behavioral triggers → Discounts triggered after cart abandonment.

Location-based offers → A push notification when someone walks near your store.

Dynamic content → Websites that change based on browsing history.

Example: Spotify Wrapped, customers don’t just get music, they get their music journey. This type of personalized storytelling is becoming the standard.

The Link to Customer Experience

Personalization ties directly into the broader theme of customer experience (CX). A seamless, tailored experience is now a marketing strategy on its own.

Smooth onboarding → Customers feel supported.

Frictionless checkout → No abandoned carts.

Clear communication → Builds trust.

Post-sale engagement → Turns one-time buyers into loyal fans.

Why This Matters for Small Businesses

Personalization builds loyalty → repeat customers spend more than new ones.

It creates differentiation → in a world of generic ads, being “the brand that gets me” wins.

It maximizes ROI → instead of wasting money on broad campaigns, every touchpoint is more effective.

And importantly: today’s customers expect it. 71% of consumers feel frustrated if their experience isn’t personalized.

Quick Wins for Personalization (Action List)

• Segment your email list into at least 3 groups.

• Add a chatbot or quick-reply option to your website.

• Send a thank-you note after the first purchase.

• Create a “we miss you” offer for inactive customers.

• Track at least one customer journey and fix a weak spot.

Looking Ahead to 2026

Customers will expect businesses to anticipate their needs before they even ask.

AI and automation will make hyper-personalization possible at scale.

Small businesses that adopt now will gain loyalty before the market gets too crowded.

Those who stick to generic, one-size-fits-all messaging will fade into the background.

Bottom Line: Personalization is not about fancy tricks. It’s about making customers feel seen, valued, and understood. Businesses that put the customer at the center of every decision will win in 2026.

4. The Shift Toward Authentic Content

The digital world is crowded. Ads, posts, and videos compete for attention everywhere. But in 2025–26, one thing consistently cuts through the noise: authentic content.

Customers no longer fall for clickbait headlines or generic marketing. They want real voices, genuine stories, and trustworthy businesses. Authenticity is now the foundation of authority, loyalty, and growth.

Authority Building Through Long-Form Content

• Long-form content show expertise and reliability.

• Articles in the 3,000–5,000+ word range consistently rank better on Google.

• Readers stay longer on the page, which boosts search rankings.

Example: Instead of a quick “5 Social Media Tips” blog, a comprehensive 5,000-word guide with case studies becomes a go-to resource.

Why it matters: Businesses that take the time to create in-depth, value-rich content position themselves as leaders in their industries.

Trust > Clickbait

• Clickbait headlines may drive quick traffic, but they erode trust fast.

• Audiences feel misled if the promise doesn’t match the delivery.

• Authentic headlines may get fewer clicks, but they attract the right readers.

Example: “The Real Truth About Weight-Loss and Horemones” builds credibility, while “You Won’t Believe These Hacks to lose 50lbs in 30 days” feels spammy.

Takeaway: In 2026, reputation is worth more than short-term clicks.

User-Generated Content (UGC)

Authenticity also comes from your customers themselves.

UGC includes reviews, testimonials, photos, and social media posts created by real people.

Potential customers trust peer experiences more than ads.

Example: A customer posting a photo of your product on Instagram with a genuine caption is more powerful than a polished ad.

Ways to encourage UGC:

• Ask happy customers for reviews.

• Run small contests where customers share how they use your product.

• Showcase testimonials in your marketing.

Video & Short-Form Content

• Authenticity thrives in video because it feels personal.

• Behind-the-scenes clips, founder messages, and unscripted demos resonate more than polished commercials.

• Platforms like TikTok, Instagram Reels, and YouTube Shorts reward genuine content.

Example: A café posting a 20-second clip of the barista laughing while making latte art gets more engagement than a professional ad.

Tip: Don’t over-edit. Small imperfections make content feel human.

Transparency as a Marketing Strategy

• Being open about your business builds trust.

• Share your story, why you started, what challenges you’ve faced, what you stand for.

• Own your mistakes publicly when they happen. Customers appreciate honesty.

Example: A business posting “We’re sorry for the delay, supply chain issues hit us harder than expected, but here’s a discount for your patience” earns more loyalty than silence.

Storytelling > Selling

• Customers connect with stories, not sales pitches.

• Share customer success stories.

• Highlight the “why” behind your brand.

• Use narrative in blogs, emails, and even product descriptions.

Example: Instead of “Our planner has 12 monthly pages,” tell the story: “We designed this planner after struggling to juggle work and family life, now it helps busy parents stay in control.”

Metrics That Prove Authentic Content Works

• 70% of consumers say they feel closer to brands that share authentic stories.

• 86% of people claim authenticity is a major factor in deciding which brands they like and support.

• Long-form, trust-driven articles are 3x more likely to generate backlinks than short, salesy pieces.

The Balance of Long-Form + Short-Form

Authenticity isn’t limited to blogs. The strongest strategy is a blend:

Long-form → builds deep authority and SEO.

Short-form → engages daily and keeps your brand top of mind.

Together → one fuels traffic, the other fuels relationships.

Example: A 5,000-word article on customer retention + daily TikTok clips with quick retention tips.

Action Steps for Small Businesses

• Write at least one long-form (3K–5K words) authority article per month.

• Replace clickbait with headlines that promise real value.

• Collect and display UGC (reviews, photos, testimonials).

• Use short-form video to show the human side of your business.

• Share your journey, wins, struggles, and lessons.

Looking Ahead to 2026

Customers will filter out fake content instantly.

AI will make producing generic material easier, but authenticity will set businesses apart.

The future belongs to brands that sound human, act human, and serve humans.

Bottom Line: Authentic content is not about being perfect, it’s about being real. Businesses that build trust through authority, honesty, and human connection will outlast those chasing quick wins.

5. The Future of SEO

When most business owners hear the term SEO, they know it’s important, but they don’t always know what it really means. SEO stands for Search Engine Optimization, which is the process of making your website easier for Google (and other search engines) to find, understand, and recommend to users.

In plain words: SEO is how you get found online without paying for ads.

If someone searches “best bakery near me” or “how to start an LLC,” the websites with strong SEO appear at the top. The higher you rank, the more traffic, leads, and sales you can attract.

But SEO is changing fast. Google’s algorithms are smarter than ever, and the way people search is evolving. Here’s what small businesses need to know heading into 2026.

Voice Search Optimization

More people are using voice assistants like Alexa, Siri, and Google Assistant.

Instead of typing “plumber Orlando,” they ask, “Who’s the best plumber near me open right now?”

Voice searches are longer, conversational, and often local.

Businesses that adapt content to answer questions directly will win more voice traffic.

Example: Adding FAQs to your website in natural, conversational language.

Google AI Updates

Google now uses AI-driven algorithms to decide rankings.

The focus has shifted from just keywords to helpful, authoritative content.

Sites that feel spammy, stuffed with keywords, or written just for bots will sink.

Sites that provide clear, trustworthy answers to user questions will rise.

Tip: Think less about “tricking Google” and more about “helping the reader.” That’s exactly what Google’s AI is measuring.

Long-Form Content vs. Snippets

Long-form articles (2,500–5,000+ words) still perform very well in SEO.

They give Google more context and keep visitors on your page longer.

But short snippets are also becoming valuable.

Featured snippets (the little answer box you often see at the top of Google) are prime real estate.

Strategy for 2026: publish long, in-depth guides but also include short, scannable answers inside them.

Local SEO for Small Businesses

For small businesses, local SEO is gold.

Most “near me” searches lead to action within 24 hours.

Claim and optimize your Google Business Profile, reviews, hours, photos, and services all matter.

Add location-specific keywords: “plumber in Orlando” works better than just “plumber.”

Encourage satisfied customers to leave Google reviews. These boost both trust and ranking.

Example: A restaurant with updated hours, photos of their menu, and strong reviews will rank higher than one with outdated info.

What to Expect in 2026

SEO will be more user-focused than ever. Helpful content wins.

Voice and conversational searches will dominate.

AI will continue shaping how results are shown.

Authentic reviews and local presence will separate real businesses from weak ones.

Action Steps for Small Businesses

• Write at least one in-depth guide on a key topic in your industry.

• Add a simple FAQ section to your website.

• Keep your Google Business Profile up to date.

• Collect and respond to customer reviews.

• Use clear, natural language instead of keyword stuffing.

Bottom Line: SEO isn’t just a technical skill, it’s about creating content that truly helps your audience. Businesses that focus on clarity, authority, and authenticity will see steady growth in traffic and customers.

6. Social Media Evolution

Social media is no longer just about posting and hoping people see it. Platforms are crowded, algorithms are strict, and small businesses need a smarter strategy to stand out. The social media game in 2026 looks very different from just a few years ago.

The Decline of Organic Reach on Facebook

• Facebook remains huge in user base, but organic reach has plummeted.

• Only 1–2% of followers see unpaid posts on average.

• The platform has shifted toward “pay-to-play” visibility.

• Small businesses relying only on organic posts risk becoming invisible.

Translation: Without ads, your Facebook content won’t travel far.

The Rise of TikTok, LinkedIn, and Niche Platforms

TikTok

• Short-form video is dominating.

• TikTok favors creative, authentic, and fast-moving content.

• Even small businesses can go viral if they use trends strategically.

LinkedIn

• Not just for resumes anymore, it’s now a thought leadership hub.

• Posts about entrepreneurship, team culture, and industry insights are driving massive engagement.

• Great platform for B2B visibility, especially if paired with long-form blog content.

Niche Platforms

• Communities are forming in smaller, specialized networks (think industry-specific forums, Slack groups, or even Discord servers).

• These audiences may be smaller but far more targeted and loyal.

• Small businesses that join early can position themselves as authorities in those micro-communities.

Paid vs. Organic Balance in 2026

The future of social media is a balance: organic + paid.

• Organic builds trust and authenticity.

• Paid ensures reach and visibility.

Businesses that use both strategically get the best results.

Examples of Balance

Organic: Behind-the-scenes videos, customer testimonials, educational tips.

Paid: Boosting the best-performing posts to new audiences, retargeting visitors who clicked your site.

Key Trends for Small Businesses

Video first: TikTok, Reels, Shorts, these dominate.

Storytelling beats selling: Users scroll past ads but stop for relatable stories.

Community-driven content: Comments, polls, Q&A, and user-generated content keep people engaged.

Social commerce growth: Shoppable posts and direct checkout features are expanding, especially on Instagram and TikTok.

Authenticity wins: Overly polished corporate-style ads feel outdated. Real voices, real people, and transparency perform better.

Action Steps for Small Businesses

• Don’t spread thin, pick 2 platforms and do them well.

• Invest in short-form video (even simple clips filmed on a phone).

• Post consistently, but focus on quality > quantity.

• Set aside a small paid budget ($5–$10/day) to boost visibility.

• Encourage customers to tag you and create content. User voices carry more weight than brand ads.

7. Data Privacy & Ethical Marketing

Data privacy is no longer just a legal checkbox, it’s a business necessity. Customers are more aware of how their information is used, and regulators are raising the bar. In 2026, small businesses can’t afford to ignore privacy or ethical marketing. Done right, it can even become a competitive advantage.

How Privacy Laws Affect Marketing

Businesses face strict rules across regions:

GDPR (Europe): Requires clear consent for data collection. Heavy fines for violations.

CCPA/CPRA (California): Gives consumers the right to opt out of data sales and know exactly what data is being collected.

Canadian privacy rules: Expect stricter updates in the coming years, aligning closer with global standards.

For small businesses, this means:

• No more “collect everything and figure it out later.”

• Consent banners and opt-in forms are now the norm.

• Data needs to be stored securely, with transparency about how it’s used.

The Cookie-Less Future

Google is phasing out third-party cookies in Chrome.

Marketers will no longer be able to track users across the web in the same way.

Retargeting ads as we know them will fade.

So what’s next?

First-party data: Collecting info directly from your audience (emails, preferences, surveys).

Contextual targeting: Ads based on page content, not user history.

Stronger relationships: Brands that earn direct connections will win.

Transparency as a Marketing Advantage

Customers are skeptical of hidden tactics. They reward businesses that are open and honest.

Examples:

• Clear privacy statements (“We only use your email for newsletters, nothing else”).

• Easy opt-out options for emails or SMS.

• Upfront disclosure of affiliate partnerships (this builds trust, not suspicion).

• Using customer data to benefit the customer (e.g., personalized offers they actually want).

Why It Matters for Small Businesses

Privacy isn’t just for big corporations. Small businesses face the same risks and fines.

Consumers will increasingly choose brands they trust.

Ethical marketing (clear disclosures, no shady tactics, honest claims) builds loyalty and word-of-mouth referrals.

Action Steps for 2026

• Audit your website for compliance: cookie banner, privacy page, opt-in forms.

• Build a first-party email list, don’t rely on rented audiences.

• Be transparent in every customer interaction.

• Position privacy as part of your brand identity: “We respect your data.”

8. Practical Roadmap for Small Businesses in 2026

The digital marketing landscape can feel overwhelming, but small businesses don’t need to do everything at once. A practical roadmap keeps things simple, affordable, and achievable.

What to Do Today to Stay Ahead

Audit your presence: Check your website, social media, and SEO basics. Are they up to date?

Claim your listings: Google Business Profile, LinkedIn company page, and other free platforms.

Focus on one channel first: Instead of trying every platform, double down where your audience already is.

Low-Cost Tools & Quick Wins

Email marketing → Mailchimp, ConvertKit (free or low-cost plans).

Design → Canva for graphics, templates, and quick brand consistency.

SEO → Ubersuggest or Google Search Console (free insights).

AI assistants → Use for drafting posts, brainstorming headlines, or analyzing competitors.

Project management → Trello, Asana, or even free Notion templates to stay organized.

Small businesses don’t need a huge budget. The right tools help you look bigger than you are.

Checklist of “2026-Proof” Strategies

Build an email list — direct access to your customers is gold.

Invest in SEO-friendly content — insights, blogs, FAQs.

Stay compliant with privacy rules — cookie banners, clear policies.

Balance organic + paid — organic builds trust, paid fuels growth.

Prioritize authenticity — customers reward honesty over flashy gimmicks.

Final Note for Small Businesses

The businesses that win in 2026 will be the ones that:

• Keep things simple, consistent, and customer-focused.

• Don’t chase every trend, but pick strategies that align with their audience.

• Think of digital marketing not as a cost, but as an investment in growth.

• Small steps now create long-term resilience.

Conclusion: Thriving in the Future of Digital Marketing

Digital marketing is changing at lightning speed, but that doesn’t mean small businesses have to be left behind. Thriving in 2026 and beyond comes down to one thing: adaptability. The businesses that keep learning, testing, and evolving will stay ahead of the curve.

Key Takeaways

AI is here to stay → use it for smarter ads, personalization, and customer support.

Authenticity builds trust → focus on content that’s real, transparent, and valuable.

SEO and social media are shifting → learn the updates and meet your customers where they are.

Privacy matters → respecting data builds long-term loyalty.

Why Small Businesses Will Win

• You can pivot faster than big corporations.

• You can connect with customers on a more personal level.

• You can adopt affordable tools that give you an edge.

Staying consistent and authentic will matter more than chasing every trend.

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