Trends we’re talking about to get ready for 2026

As we move into 2026, communities are asking more of public agencies. They expect transparency around how decisions are made, clearer explanations of complex projects, and more opportunities to participate in the process. At the same time, communication channels are multiplying, information moves faster, and expectations continue to shift in ways we have not seen before.

For government organizations, this moment calls for approaches grounded in human connection: communication that prioritizes understanding, clarity and the relationships that shape public trust. The trends below reflect where we see public engagement, design, technology and storytelling headed in the coming year, and why they matter for agencies committed to serving their communities with intention.

1. Prioritizing substance in a noisy world

Many agencies still feel compelled to publish continuously to stay visible. But as volume increases across every platform, audiences are becoming more selective. Instead of rote updates, communities are seeking information that explains context, clarifies decisions and answers real questions.

This shift encourages public organizations to invest in fewer, more meaningful pieces with targeted, intentional communication rooted in what communities actually want to know. Rather than posting and hoping something resonates, agencies should focus on planning strategically and measuring success based on understanding and usefulness, not just reach.

Why it matters

Depth reduces noise and strengthens credibility. When messages focus on the “why,” people are more likely to read, trust and act on the information. In our work, we see long-term engagement grow when communication prioritizes clarity and purpose over speed.

2. Hyper-localizing collaboration

Sources of trusted information continue to move closer to home, quite literally when it comes to local government communications. People rely on information originating from familiar sources like neighborhood organizations, cultural institutions, community groups and grassroots leaders who reflect lived experience.

For agencies, collaborating with trusted community partners opens doors to audiences who might not engage directly with government, while bringing cultural context and local knowledge into the process.

Why it matters

Hyper-local collaboration invites more authentic participation and strengthens relationships across diverse audiences. When community voices are part of communication, credibility increases naturally. Agencies that listen and partner locally build stronger long-term connections.

3. Building trust through video

Video remains a powerful tool for humanizing government communications. When people see leaders, engineers, planners or directors explain work in their own voice, complex topics feel more personal and easier to follow.

This approach is especially valuable for projects with long timelines or technical components where video can create a sense of presence and transparency that traditional formats have a tough time achieving.

Why it matters

Seeing leadership communicate directly builds trust and clarity. Human presence helps communities understand intent, not just information, and reinforces that real people are doing the work.

4. Becoming visible through generative engine optimization

Search behavior continues to shift toward generative AI platforms, where information appears in summarized responses rather than traditional search results. This creates new visibility pathways based on original content, authoritative sources and co-citation across credible voices.

Agencies that publish clear, well-organized insights are more likely to be referenced within these systems and reach audiences who are searching without ever clicking away.

Why it matters

Visibility now depends on participating in a broader information ecosystem. When agencies contribute original thought and share expertise, communities encounter reliable information in the places they already search.

5. Balancing innovation and craft

AI is becoming a standard part of communication workflows, helping teams work faster and manage growing information demands, but meaningful connection still depends on human insight. The most effective agencies are using AI to support efficiency, while relying on people to shape messages, interpret nuance and understand community context.

As the technology advances, the challenge is less about adopting AI and more about deciding when to use it, how much to rely on it and where the human voice must remain central.

Why it matters

Communication that feels automated can create distance, especially when communities are seeking authenticity. AI can make processes more efficient, but trust is built when audiences can see, hear and feel the human perspective behind the message. In our work, we see stronger engagement when automation enhances clarity rather than replacing the relationships that communication is meant to support.

6. Designing with human intention

As AI tools expand, design that feels personal and intentional stands out. Natural textures, grounded palettes and expressive typography continue to gain traction, as visual choices that feel connected to people rather than generated by automation.

In public communication, these choices do more than shape aesthetics. They help information reflect the human perspective behind the message.

Why it matters

Thoughtful design signals authenticity and strengthens storytelling. Communities engage more deeply when visual language feels welcoming, intentional, and rooted in real human perspective.

7. Navigating change management

Technology adoption is accelerating, and agencies are implementing new tools, platforms and workflows more frequently. This makes change management a communication priority.

When staff understand why new tools matter and how they support mission-driven work, adoption improves and teams are better equipped for ongoing transformation.

Why it matters

Change is a state of reality. Agencies that communicate clearly, support learning and plan intentionally are better positioned to maintain internal confidence and deliver strong public service.

8. Connecting through storytelling

When agencies highlight lived experience, elevate personal perspectives and show the human impact of decisions, communication becomes more memorable and more inclusive.

Storytelling helps communities see themselves in the process and strengthens understanding across audiences with different needs, histories and expectations.

Why it matters

Clear, human storytelling builds long-term relationships and encourages participation. It also creates space for dialogue, instead of just one-way information.

The year ahead offers an opportunity for public agencies to deepen communication by returning to what matters most: clarity, connection and empathy. When communication reflects real people, thoughtful design and meaningful collaboration, agencies build trust that lasts beyond a single project or moment in time.