{"id":307205,"date":"2026-03-24T10:40:02","date_gmt":"2026-03-24T09:40:02","guid":{"rendered":"https:\/\/be.themedialeader.com\/?p=307205"},"modified":"2026-04-16T13:50:22","modified_gmt":"2026-04-16T11:50:22","slug":"roulartas-view-on-the-uba-trends-day-by-karim-debbah","status":"publish","type":"post","link":"https:\/\/be.themedialeader.com\/nl\/roulartas-view-on-the-uba-trends-day-by-karim-debbah\/","title":{"rendered":"Roularta\u2019s view on the UBA Trends Day, by Karim Debbah"},"content":{"rendered":"

This report – written by Karim Debbah, Agency Ambassador at Roularta – summarizes the key strategic takeaways from the UBA Trends Day held in Brussels. Based on the insights of 8 international speakers, it outlines the priorities for marketing and communication strategies in 2026. Read the full report here.<\/a><\/strong><\/p>\n

1. From “Push” to “Catalyst” (The Human Signature)<\/strong><\/h3>\n

Core Insight: <\/strong>In an age where AI makes customer journeys perfectly frictionless, technology becomes a commodity. Success now depends on your ‘Human Signature’.<\/p>\n

Brands must move away from high-pressure sales tactics (‘pushing’) and focus on removing psychological and functional barriers to change (‘catalyzing’). As seen in Apple\u2019s approach, the goal is to simplify to amplify emotional resonance.<\/p>\n

2. Radical Transparency as a Competitive Edge<\/strong><\/h3>\n

Core Insight: <\/strong>Privacy and ethics are no longer just legal constraints (GDPR); they are core brand promises.<\/p>\n

The 2026 consumer is an expert at detecting inauthenticity. Brands must ‘encode’ their values into their products and tools. Whether through open-source code (Signal) or social profit pledges (Rituals), transparency is the new currency of trust.<\/p>\n

3. The Transformation Economy & Accessible Luxury<\/strong><\/h3>\n

Core Insight: <\/strong>Consumers no longer just want to own products; they want to become better versions of themselves.<\/p>\n

The shift toward the ‘Transformation Economy’ requires brands to provide high-quality craft that is accessible and meaningful. Products must be repositioned as tools for personal rituals and well-being, providing a high ‘return on emotional investment’.<\/p>\n

Conclusion<\/strong><\/h3>\n

The overarching theme for 2026 is clear: Use technology for the structure, but keep the human at the center for the signature.<\/p>\n","protected":false},"excerpt":{"rendered":"

This report – written by Karim Debbah, Agency Ambassador at Roularta – summarizes the key strategic takeaways from the UBA Trends Day. Based on the insights of 8 international speakers, it outlines the priorities for marketing and communication strategies in 2026.<\/p>\n","protected":false},"author":5776,"featured_media":307206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[5666,9395,9339],"tags":[16485,5721,6003],"class_list":["post-307205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events-nl","category-insights-nl","category-news-nl","tag-karim-debbah-2","tag-roularta-media-group","tag-uba-trends-day","entry","cat-5666-id"],"acf":[],"aioseo_notices":[],"fimg_url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2026\/03\/karim-debbah-uba-trends-day.png","publishpress_future_action":{"enabled":false,"date":"2026-05-16 15:58:41","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/307205"}],"collection":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/users\/5776"}],"replies":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/comments?post=307205"}],"version-history":[{"count":4,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/307205\/revisions"}],"predecessor-version":[{"id":307217,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/307205\/revisions\/307217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media\/307206"}],"wp:attachment":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media?parent=307205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/categories?post=307205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/tags?post=307205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}