This is a continuation in a series I’ve been publishing to my e-newsletter about top trends impacting 2026. You can catch up on the series here – and don’t forget to subscribe for future tips!
Marketing trends defining 2026
Trend #1: Long form content is back – seeking substance (April 12) https://preview.mailerlite.io/emails/webview/2042231/184540661591050205
Trend #2: Craving human connection (April 26) https://preview.mailerlite.io/emails/webview/2042231/185809001486746693
Trend #3: Leveraging IRL – offline in real life experiences for connection, authenticity (May 10) https://preview.mailerlite.io/emails/webview/2042231/187077317794727907
Trends #4: Influencers are the new media (May 24) https://preview.mailerlite.io/emails/webview/2042231/188345694142072448
Trend #5: Answer engine optimization: it’s impact on SEO (June 7) https://preview.mailerlite.io/emails/webview/2042231/189614111464621403
You might think it logical to stop at the top five. But wait, there’s more! This week we’re looking at Trend #6 – Consumers seeking positive moments of joy. Think of this one as a breath of fresh air amongst the seriousness of the first five trends.
And isn’t it about time for some positivity and joy? That’s what consumers are saying, and the brands that understand how to connect with them through joy will get attention (and respect) amongst the fear and negativity that seems to dominate our feeds daily.
Positive signal seeking
As the world feels increasingly volatile and uncertain (hello global conflicts, AI uncertainty, cost of living and social media mental health challenges), consumers are actively craving clear, steady signals of hope and optimism.
The 2026 Milano Cortina Olympics opening ceremony broke viewing records with over 700 million minutes on digital platforms alone, making it the most-streamed Winter Olympics opening ever. People weren’t just watching sports – they were watching the world come together, craving shared possibility and unity.
The same energy showed up at Super Bowl when Bad Bunny closed his halftime performance with a message displayed across the stadium jumbotron: “The only thing more powerful than hate is love.” Social media immediately exploded. It wasn’t just a musical performance – it was a cultural moment where millions of people amplified a message of love and unity.
And we’re seeing this again during the FIFA World Cup. Host city streets filled with fans on game day, sporting team jerseys, marching in joyous support. Local fan zones and free viewing parties, bringing together families, friends and communities. I was a doubter about how on board Canadians would be for the World Cup. Perhaps I’m still suffering PTSD from years of standing by my kids soccer field in the rain, for what seemed like the longest sport season ever? But Vancouver has bought in, approaching the fever of the 2010 Winter Olympics after the first weekend, so it would appear we’ve gone nuts for soccer – or at least a good time, and shared joy in a public space.
The fact that three separate nations (Canada, USA and Mexico) are jointly hosting the event, also brings a unification opportunity we’ve never seen before at a World Cup. Notwithstanding politics (and let’s be honest, there is A LOT even at the best of times with FIFA involved, people are desperate for something positive to cheer for.
Why positivity and joy? Why now?
After years of crisis fatigue (AI on the heels of a pandemic + US uncertainty), people are actively curating what they let in.
They’re protecting their attention.
Choosing inputs that fuel their energy rather than drain it.
They’re gravitating toward voices – personal and institutional – that reflect positivity, possibility and joy.
For brands, this is an inflection point. The organizations that lead with optimism, that show how ideas become reality, that bring credible insights forward to help navigate a challenging world – these are the brands that will resonate. But it’s also brands that feel safe in the chaos, the ones you can count on. They will also be rewarded. This is especially true for marketers and communicators.
Seeking positive moments of joy
Scott Armstrong understands how to deliver positivity and joy. He’s been doing it through his “Retire and Aspire” keynotes, workshops, newsletter, and most recently podcast. Scott has devoted himself to helping others find joy in their third act – athletes transitioning from a pro career, and professionals with retirement on the horizon. For Scott, the third act is like a winning lottery ticket, but only cashable if mindset, purpose, health, social connection, lifestyle, and finance foundations are built in an inspired future.
In short, it’s about a whole lot more than just finances to have joy.
I sat down with Scott last week to record “Adventure Travel After 50: Why your biggest adventure is still ahead”, featuring my carryonqueen.com brand. Published to Spotify and YouTube on Tues June 16, it is available now. Link to it here: https://creators.spotify.com/pod/profile/ohau-koka/episodes/Adventure-Travel-After-50-Why-Your-Biggest-Adventure-Is-Still-Ahead-e3kn63t
And I think it will bring you joy!
We covered a lot of ground, including how travel builds confidence, expands your perspective, creates meaningful friendships, and can help you rediscover who you are beyond your career.
– Why travel changes after age 50
– The rise of solo travel and women’s travel groups
– Group travel vs independent travel
– How adventure travel builds confidence and resilience
– Travel trends shaping 2026 and beyond
– Slow travel, wellness travel, multi-generational travel
– Safety concerns and how to travel smarter
– How to step outside your comfort zone and not feel overwhelmed
– Beginner-friendly adventure travel ideas
– A few of my favourite travel experiences from around the world
The episode is like listening in on a fun and informative conversation between friends. Laughs, inspiration – your heart will be full. The episode IS A POSITIVE MOMENT OF JOY.
