According to Varun Alagh, co-founder of personal-care giant Mamaearth, 2026 could mark a pivotal shift in how brands connect with consumers. As audiences grow tired of endless scrolling and algorithm-driven feeds, traditional digital advertising’s impact is waning. Instead, brands are beginning to explore ways to go beyond screens — blending physical, experiential and community-centric engagement into their growth playbooks.

Alagh suggests that relying solely on digital touchpoints like social platforms and paid ads may no longer deliver the resonance it once did. Instead, marketers and founders need to lean into more meaningful experiences that transcend passive consumption — whether that’s in-person activations, pop-up events, retail experiences, community partnerships or hybrid models that unify digital and real-world engagement. This doesn’t mean abandoning online strategy — it means enriching it.

Brands that adapt early may win not just attention but loyalty, breaking through the noise of endless digital competition. For future-ready companies, the opportunity lies in crafting moments that feel human and memorable — not just optimized for clicks and impressions. As consumer behaviour evolves, so must brand strategy.