Cal Wilson / February 27, 2026

How to balance the holiday season with your business’ bottom line.

Depending on your industry – and area of focus – the holiday season can be slow for business. In fact, November to January might bring with it a looming sense of doom, not just related to shorter days and cooler weather, but instead, about your business’ bottom line.

In this article, we take a look at the holiday slowdown that impacts some businesses around this time of year, and some strategies for combatting any potential fiscal consequences it may have.

What is the ‘holiday slowdown’?

As many professionals know, this phenomenon happens when businesses or industries experience a decrease in activity or a slowdown in operations during the holiday season which can make an already tight time of year even more nerve-wracking.

Of course, not all industries are impacted, some sectors thrive during the holiday season. These include:

  • Retail and consumer goods businesses.
  • E-commerce.
  • Hospitality, travel, and tourism.
  • Subscription-based services that bill annually, starting in January.

Some of the industries most affected by the holiday slowdown season are:

  • Service industries that are not directly related to seasonal activities.
  • B2B businesses.
  • Retail businesses that cannot offer online shopping alternatives.

What is the culprit behind this slowdown?

There are a lot of reasons your business might slowdown during the holiday season. Some that might be impacting your business include:

  • Changing consumer priorities.
  • Employee vacations.
  • Business closures.
  • Budget constraints for both your business’ spending and customer spending.

For these reasons, you might find your suppliers take longer to deliver, your clients and contacts don’t return calls or emails, and, altogether, things are just harder to get done. If you’re trying to accomplish work as normal during the holiday season, it might feel like the rest of the world is plotting against you.

There are strategies for combating the slowdown.

Businesses often need to adapt their strategies to navigate the holiday slowdown. Having a plan for this season can often make the difference between starting the new year off strong, or in a deficit. Depending on your industry, there are many tactics worth considering:

  • The launch of holiday-specific promotions, discounts, and other deals to incentivize customer’s purchasing decision.
  • Developing campaigns to encourage the sale of pre-paid gift cards and certificates as holiday presents.
  • Investing in experimental marketing tactics to increase community engagement and local brand awareness.

Of course, depending on what your business specializes in , these might not be viable options.

Cutting costs is more effective than spending money.

There is a lot of advice out there that will tell you to put money and time into marketing campaigns, revamped customer service training, new product or service offerings, and other investments to survive the holiday slowdown season.

In general, spending money to make money makes sense. However sometimes it’s just another added worry during an already stressful season, and it’s not guaranteed to make the slowdown period any more lucrative. Having a plan to ensure your budget isn’t overextended during the holiday slowdown is the best  tool available to guarantee a successful holiday season, and an even better new year.

What does this “plan” look like?

  • Developing a comprehensive holiday business plan that includes sales forecasts and contingency efforts.
  • Analyzing past holiday seasons to identify trends and areas for improvement.
  • Managing inventory levels effectively to prevent overstocking or stockouts.
  • Ensuring you’re not overspending on any essential business expenses all year long.

We’ve found that it’s not uncommon for businesses to be overspending on expenses like telecom, payment processing fees, and waste disposal by around 25-30%. Maybe that’s not a huge problem during your peak season, but during a holiday slowdown, that could pose some real consequences. The best thing your business can do to survive slow periods , is make sure all your costs are optimized, all the time.

In conclusion…

Depending on your industry, holiday slowdowns may become unavoidable. While there’s lots of advice out there encouraging you to spend money on shiny new initiatives or campaigns, one of the best things you can do is look for ways to ensure you’re not overspending throughout the entire year.

Cal Wilson / February 27, 2026

Energy Challenges Unique to Warehouses and Distribution Centers

Warehouses and distribution centers are designed for efficiency, but energy isn’t always part of the equation. Their large size, fluctuating activity, and energy-intensive equipment create unique challenges, often driving costs that feel unavoidable. High ceilings, open layouts, and large bay doors mean energy is spent heating rising air, cooling underused spaces, and lighting massive areas, even when they’re unused. Spread across such large spaces, these inefficiencies quietly inflate energy usage without immediate notice.

The Scale Problem: Heating, Cooling, and Lighting Massive Spaces

Unlike office buildings, warehouses rarely have consistent occupancy throughout the building. Yet heating, ventilation and air conditioning (HVAC) as well as lighting systems are often designed to treat the entire facility as one uniform space. Considering 17% of commercial buildings in the U.S. are warehouse and storage buildings, that adds up to a significant amount of wasted energy.

Picking areas or shipping lanes may see constant activity, while storage aisles or overflow areas are used sporadically, so energy is used to condition and light areas that may often be unoccupied. Without controls that take into account different zones and occupancies, businesses end up paying to light, heat, and cool areas that aren’t actively supporting daily operations. Over time, this “one-size-fits-all” approach leads to ongoing waste that’s difficult to detect without a closer look at when and where energy is being consumed.

Equipment That Runs Around the Clock

Warehouses and distribution centers rely on energy-intensive equipment like conveyors, charging stations, automated systems, and material-handling machinery. This heavy-duty equipment requires a substantial power source. Even when not in active use, much of this equipment continues drawing power. Extended operating hours, overnight charging, and idle systems add to energy consumption. This creates a situation where energy usage remains high regardless of actual productivity.

Seasonal Spikes That Become Permanent Costs

Every industry has its peak season, which likely requires longer hours, added shifts, and increased output. Energy usage rises accordingly, but the problem begins when those temporary changes aren’t reversed back.

Lighting schedules, HVAC settings, and equipment run times adjusted for peak demand frequently remain in place long after volumes return to normal. As a result, businesses can find themselves paying peak-level energy costs year-round without realizing it.

Aging Infrastructure and Deferred Upgrades

Many warehouses operate in older buildings with outdated lighting, HVAC systems, or insulation. While these systems may still function, they are rarely efficient by modern standards. Upgrades are often postponed in favor of seemingly more essential operational spending. Unfortunately, the longer these inefficient systems remain in place, the more they quietly drain budgets over time through higher energy consumption and maintenance costs.

How Can It Be Combatted?

Addressing warehouse energy challenges doesn’t require a total overhauling of operations. Small, targeted changes can make a measurable difference, such as implementing zone-based lighting and motion sensors to limit energy use to active areas, or scheduling equipment more efficiently to reduce idle power draw.

Get To Know Usage Patterns

Regularly reviewing energy usage patterns will help to identify hidden inefficiencies and ensures that the energy being used supports operations rather than running independently of them. For a busy warehouse manager, this can be a daunting task. Partnering with a third-party consultant to provide expert analysis and actionable recommendations allows them to focus on day-to-day operations instead.

Energy Control Is an Operational Advantage

Warehouses and distribution centers will always require energy, but wasted energy is not inevitable. By understanding the unique challenges these facilities face and regularly reviewing how energy is used, businesses can turn energy from an uncontrollable overhead cost into a managed operational expense.

The most efficient facilities aren’t just moving faster; they’re ensuring every dollar spent on energy supports real productivity.

Cal Wilson / February 27, 2026

Energy Challenges Unique to Warehouses and Distribution Centers

Warehouses and distribution centers are designed for efficiency, but energy isn’t always part of the equation. Their large size, fluctuating activity, and energy-intensive equipment create unique challenges, often driving costs that feel unavoidable. High ceilings, open layouts, and large bay doors mean energy is spent heating rising air, cooling underused spaces, and lighting massive areas, even when they’re unused. Spread across such large spaces, these inefficiencies quietly inflate energy usage without immediate notice.

The Scale Problem: Heating, Cooling, and Lighting Massive Spaces

Unlike office buildings, warehouses rarely have consistent occupancy throughout the building. Yet heating, ventilation and air conditioning (HVAC) as well as lighting systems are often designed to treat the entire facility as one uniform space. Considering 17% of commercial buildings in the U.S. are warehouse and storage buildings, that adds up to a significant amount of wasted energy.

Picking areas or shipping lanes may see constant activity, while storage aisles or overflow areas are used sporadically, so energy is used to condition and light areas that may often be unoccupied. Without controls that take into account different zones and occupancies, businesses end up paying to light, heat, and cool areas that aren’t actively supporting daily operations. Over time, this “one-size-fits-all” approach leads to ongoing waste that’s difficult to detect without a closer look at when and where energy is being consumed.

Equipment That Runs Around the Clock

Warehouses and distribution centers rely on energy-intensive equipment like conveyors, charging stations, automated systems, and material-handling machinery. This heavy-duty equipment requires a substantial power source. Even when not in active use, much of this equipment continues drawing power. Extended operating hours, overnight charging, and idle systems add to energy consumption. This creates a situation where energy usage remains high regardless of actual productivity.

Seasonal Spikes That Become Permanent Costs

Every industry has its peak season, which likely requires longer hours, added shifts, and increased output. Energy usage rises accordingly, but the problem begins when those temporary changes aren’t reversed back.

Lighting schedules, HVAC settings, and equipment run times adjusted for peak demand frequently remain in place long after volumes return to normal. As a result, businesses can find themselves paying peak-level energy costs year-round without realizing it.

Aging Infrastructure and Deferred Upgrades

Many warehouses operate in older buildings with outdated lighting, HVAC systems, or insulation. While these systems may still function, they are rarely efficient by modern standards. Upgrades are often postponed in favor of seemingly more essential operational spending. Unfortunately, the longer these inefficient systems remain in place, the more they quietly drain budgets over time through higher energy consumption and maintenance costs.

How Can It Be Combatted?

Addressing warehouse energy challenges doesn’t require a total overhauling of operations. Small, targeted changes can make a measurable difference, such as implementing zone-based lighting and motion sensors to limit energy use to active areas, or scheduling equipment more efficiently to reduce idle power draw.

Get To Know Usage Patterns

Regularly reviewing energy usage patterns will help to identify hidden inefficiencies and ensures that the energy being used supports operations rather than running independently of them. For a busy warehouse manager, this can be a daunting task. Partnering with a third-party consultant to provide expert analysis and actionable recommendations allows them to focus on day-to-day operations instead.

Energy Control Is an Operational Advantage

Warehouses and distribution centers will always require energy, but wasted energy is not inevitable. By understanding the unique challenges these facilities face and regularly reviewing how energy is used, businesses can turn energy from an uncontrollable overhead cost into a managed operational expense.

The most efficient facilities aren’t just moving faster; they’re ensuring every dollar spent on energy supports real productivity.

Ian Nairn / February 26, 2026

Are you on top of your different kinds of packaging and shipping supplies?

It can be difficult to conceive of all the moving parts that are required for large organizations to successfully ship product around the world. On top of the materials already needed to make your product, you need plenty more just to ensure safety when transporting it.  Unfortunately, for a lot of business owners or operators, all these different supplies can be overwhelming.  

In this article, we look at the different subcategories of packaging and shipping supplies so you can make a more informed decision when it comes to what’s best for your product and your budget 

The levels of packaging and shipping supplies. 

There are four generally accepted ‘levels’ of packaging and shipping supplies. These are as follows: 

  1. Primary 
  2. Secondary 
  3. Tertiary 
  4. Ancillary 

This might sound complicated, but it all follows the supplies’ relationship to your product. 

For simplicity’s sake, as we go through the different levels, let’s say we’re a beverage manufacturer that makes drinks in single-use containers and ships them across the country.  

Primary supplies. 

Simply put, the primary level of supplies relates specifically to the product packaging. It’s primary packaging if it comes in direct contact with the product, and its purpose is to protect, preserve and make it easier to handle the product.  

So, in the example of a beverage manufacturer, the primary packaging could be the aluminum can, plastic or glass bottle, or plastic pouch that the drink is stored in. Think of them as the single-item containers  

Other examples of primary packaging supplies include: 

  • Cans and tins 
  • Blister packs 
  • Glass bottles 
  • Plastic bottles 
  • Plastic wrappers 
  • Tubes 
  • Poly bags 
  • Vials 
  • Cardboard trays 

Primary packaging is the last place you want to cut corners on quality. Not only does it protect your product from damage and deterioration, but seeing worn or defective packaging can make customers think twice before making a purchase.  

Secondary supplies. 

Secondary packaging supplies include the materials necessary to group multiples of your product together in one container.  

In our beverage manufacturer example, this could look like the cardboard box, plastic casing, or six-pack rings used to group together cans or bottles.  

Examples of secondary packaging supplies include: 

  • Cardboard boxes and cases 
  • Paperboard trays 
  • Plastic boxes 
  • Shrink wrapped packages 

Some important facets of secondary packaging are protecting the primary packaging and making the products easy to store for the seller. Usually, secondary packaging needs to be stackable for shelving and displays.  

Tertiary supplies. 

Tertiary supplies refer to the materials needed to ship your product from the factory to the store where it’s being sold. This can also be called shipping supplies, bulk packaging, and transit packaging. It’s meant to safely group large quantities of secondary containers into a single distribution unit for transportation, making it easy for loading and unloading into vehicles and warehouses. 

Tertiary shipping supplies include: 

  • Pallets/skids 
  • Shipping crates 
  • Large cardboard boxes 

Your tertiary supplies – and setup with your shipper – need to be secure enough to withstand any bumps and bruises during the transit process.  

Ancillary supplies. 

Ancillary supplies refer to all the additional materials needed to accompany your first three levels of packaging and shipping supplies. This includes tape, film, labels, etc. – it’s going to look different for every business. 

In conclusion… 

A lot goes into packaging and shipping your product. A lot goes around your product, too; specifically, four different kinds of supplies that all need to be considered, ordered through a vendor, and kept track of to ensure you’re not overspending or under-receiving.  

Ian Nairn / February 26, 2026

How to choose the right packing tape for your shipped goods.

If your business ships goods to customers or retailers, choosing the right packaging and shipping supplies is an utmost priority. Faulty packaging and shipping supplies can damage your product, reputation, and therefore, profitability. Part of this is choosing the right tape for the job.  

How complicated can tape be, really? Well, as it turns out, there are a lot of factors to consider when choosing a tape for your packaging and shipping needs. In this article, we take a look.  

The risk of choosing the wrong tape. 

Did you know, 7-11% of packages shipped in the United States arrive damaged or broken? Not only does this result in costly refunds or replacements for businesses, but damaged customer relationships as well. Especially in the B2C world, shoppers are less likely to return to a brand that has sent them a damaged package in the past. 

Tape can make all the difference in preventing this. While other packaging supplies are certainly crucial, without the proper adhesive to seal it all together, even the best packaging efforts are useless.  

How do you pick the right tape? 

The right tape is all going to depend on what kind of packages you’re shipping. The perfect solution for one may not work for another. Some package considerations to keep in mind are: 

  • The weight of your boxes/packages – heavier weights may need stronger adhesives and more durable material.  
  • Box/package material – not all materials will take to the same tape as well; recycled cartons, for example, may require specific tape. 
  • Your packages’ storage conditions – temperature, moisture, and movement and handling frequency might make an impact on the tape used.  
  • The shipping distance and process – any packages travelling further and that  may pass through more checkpoints, and therefore more hands, need more damage-resistant tape.  

With your packaging requirements laid out, you can look into finding the right kind of tape to support it. Some variants to consider are: 

  • Adhesive – several types of adhesives are used in packaging tape, some of which are more suitable for some materials than others.  
  • Backing material – is it vinyl, cloth, or something else? 
  • Core size – the diameter of the roll.  
  • Elongation – or how long the tape can stretch without breaking. 
  • Tensile strength – which is a measurement of how much force is required to break the tape. 
  • Thickness and width of tape on each roll.  

Take cost optimization into consideration. 

With any sort of ongoing supplies purchase, it’s critical that your spend is optimized. Otherwise, this could reflect in a build up of significant wasted money over months and years. The funds may seem small when comparing individual rolls of tape, but over time, it can take a big bite from your budget.  

Some thinks to keep in mind are: 

  • The length of the tape on each roll – a cheaper roll may not be cheaper when it’s less tape overall.  
  • Don’t cheap out on low quality tape – this often leads to the need for double layering to match the strength of higher quality tape, costing you more in the long run.  
  • Look for bulk purchasing deals where possible – this usually reduces the price per roll.  

In conclusion… 

There are a lot of different types of packaging tapes out there; from acrylic, to hot melt, to water activated, and more. However, none of these are a ‘one size fits all’ solution when it comes to your shipped goods. Knowing your specific needs will lead to choosing the best product, and likely save you money and improve customer relationships in the long run.  

Ian Nairn / February 26, 2026

Does your company offer ‘frustration-free’ packaging?

There’s a fine line when it comes to packaging. You don’t want so little packaging that items get damaged, but you also don’t want to frustrate customers by overdoing it with tape and other difficult materials to break open.

One way to toe this line is frustration-free packaging; a method of packaging your shipped goods that helps you increase customers satisfaction sustainably. If your company isn’t ahead of this trend, you may want to consider switching processes. In this article, we take a look.

What is frustration-free packaging?

Simply put, the objective of frustration-free packaging is to make your products easy to ship, open, and reuse or recycle. The idea is to minimize packaging materials without compromising product safety, making it more accessible for the customer, and less costly and wasteful for you.

The term was coined by Amazon, which has a frustration-free packaging program; a set of guidelines for Amazon merchants to reduce packaging waste, lower shipping and packaging costs, and improve the customer experience.

There are benefits for you.

Ultimately, frustration-free packaging allows you to reduce packaging and shipping supplies costs, as well as the waste generated by this expense. If your brand aligns itself with sustainability or eco-friendliness as a value, this is one initiative that can show consistency with your values, all while saving money.

Other advantages it offers are reduced chances of returns chargebacks,  saving you significant money in the long run.

There are benefits for your customers.

Lowered shipping costs for you also mean lower shipping costs for your customer. Likewise, the benefit is in the name. Simple, scaled down packaging that still protects shipped goods reduce frustration for the customer during the order fulfillment process. This will improve their experience with your business and potentially increase the likelihood of return business.

Even if you’re not selling on Amazon, you can use frustration-free packaging.

Although this strategy started with Amazon, it doesn’t mean you can’t implement it on your own.

Of course, there are challenges to consider. These include:

  • Finding the balance between product protection, simplicity for customers, and minimal waste.
  • Implementing the change to your packaging system without disrupting operations.

Some tips to make this easier include:

  • Analyzing the current packaging type you are using to assess its biggest advantages and disadvantages regarding protection, design, and other factors – what must be changed and what can stay the same?
  • Investigating packaging vendors with frustration-free options – shop around, don’t go with the first option you see right out of the gate.
  • Prioritizing product protection – if there’s anywhere to scale back, it’s not here.
  • Considering a consultant with expertise – if you’re concerned about what packaging supplies solutions you’re paying for, a third-party, independent consultant may be able to give you peace of mind.

In conclusion…

Frustration-free packaging can save you money, reduce waste, improve your customers’ experience, and show your commitment to sustainable solutions. If your only hesitation is implementing a large scale change, there are plenty of experts and vendors who can help.

Ian Nairn / February 26, 2026

Still using packing peanuts? You may be frustrating your customers.

Packing peanuts are a staple for businesses that need to send potentially fragile or breakable products to customers. They’re inexpensive, efficient, and lightweight. In today’s economic climate, those are some considerable pros. But what if the cost is customer satisfaction? In this article, we take a look.

People don’t like packing peanuts.

Whether it be the traditional kind or the newer, more eco-friendly versions, customers aren’t fans of packing peanuts. Below are a few reasons why:

They make a mess:
They easily scatter and are difficult to clean up.

Hard to dispose of: Due to static cling, they stick to every surface, and their lack of recyclability makes disposal complicated.

Environmental impact: While some versions are biodegradable, the environmental cost is still significant. Non-biodegradable versions remain in the environment for a long time, generating a substantial amount of waste.

Health impact: Traditional foam peanuts production methods can release carcinogenic fumes that could be harmful to workers handling the material.

Increase in shipping costs: For businesses, the biodegradable option can also increase shipping costs since they have a higher weight than traditional packing peanuts.

The impact on customer experience

When a customer receives a package filled with packing peanuts, the unboxing experience, which for many is a highly satisfying moment, quickly turns into frustration. They may even need to spend more time than expected cleaning up the mess and getting rid of the peanuts. This doesn’t only affect the perception of the product but also the company’s image.
More than that, many businesses today are concerned about the environmental impact of their products and processes. If a customer encounters packaging that is harmful to the environment, it could affect their brand loyalty and even damage the company’s reputation.

Alternatives to packing peanuts.

The good news is, there are more modern, eco-friendly packaging alternatives available. Some options include:

  • Recycled paper fill (Kraft Paper): Recycled paper fibers are a popular choice as they are easily recyclable and biodegradable. Plus, customers may feel more satisfied knowing the material doesn’t pose a threat to the planet and is easy to dispose of.
  • Shredded paper: Another eco-friendly alternative, shredded paper is a good filler option that can be recycled and composted. It’s also easy to handle and dispose of.
  • Cornstarch foam: A biodegradable alternative that dissolves easily in water. While more expensive than traditional packing peanuts, this option has grown in popularity due to its lower environmental impact.
  • Air pillows: Some companies are opting for recyclable air bubbles or inflatable air bags. While lightweight and effective, they are also less likely to scatter or cause a mess.
  • Cardboard inserts: Custom-cut cardboard inserts are another sustainable option, as they securely hold products in place without the need for filler material. They can be recycled easily and offer a more structured and neat solution for packaging.
  • Custom fit solutions: Packaging made to measure for products ensures that the item doesn’t shift and doesn’t require extra filler material. Although they require a higher initial investment, custom solutions can be more efficient and provide a better unboxing experience.

The shift in consumer mindset.

As consumers become more aware of their purchasing choices, the demand for sustainable (and easy-to-handle) packaging is growing. They want to know their purchases aren’t contributing to a larger environmental problem. Companies that adopt eco-friendly practices not only gain in terms of brand image but can also stand out as leaders in innovation.
Furthermore, customer experience is becoming increasingly valued. Customers who have a positive unboxing experience are more likely to share their impressions on social media, influencing other potential buyers. A well-thought-out package can be an excellent competitive differentiator.

Conclusion:

Ultimately, while packing peanuts may be cheap and functional, the hidden costs to customer satisfaction and the environment are significant. Businesses that prioritize eco-friendly and user-friendly packaging not only reduce waste but also create a better experience, strengthen their brand, and show they care about the planet. Choosing smarter alternatives is an investment that pays off in happier customers and a stronger reputation.

/ February 23, 2026

How much of the United States and Canada has access to fiber optic internet?

In the past decade, fiber optic connections have become the norm, growing increasingly popular and replacing copper wire cable internet connectivity across the continent. This has resulted in improved connection speeds and reliability for many; allowing for better access to remote work, education, fewer outages or throttling, and other conveniences that accompany the technology.

With fiber optic being the superior option for internet connectivity, it’s no wonder that most providers have made the switch wherever possible. But not everyone across the United States and Canada have access to this better connection. In this blog, we take a look at how many people really have fiber optic internet connections.

How connected are we?

The advocacy group Fiber Broadband Association (FBA) found that in 2025 fiber deployment hit around 60% of the United States and 75% of Canada. That is a record high for accessibility to this technology. However, accessibility does not mean adoption.

According to FBA, “take rates are in the mid-40% range… and they continue to trend upward despite aggressive new construction. Markets with two fiber providers reach combined take rates of roughly 60% or more.”

Their prediction is that fiber will be “the leading fixed-internet delivery method as early as 2028.”

Why does this matter to businesses and organizations?

While studies of connectivity are looking at households across the continent, this is no less important for businesses and other consumer or public-facing entities. The internet your customers, clients, patients, or public you serve utilizes makes a difference when interacting with your services.

Services like home security, telehealth, and more are reliant on the speeds provided by fiber internet to work properly, especially with the rise of AI, as AI features are incorporated into virtual services, these connectivity speeds are critical. Likewise, any business that employs remote workers stands to benefit from the conferencing and multi-device benefits of fiber connections.

Overall, the more consumers and members of the workforce have access to fiber connections, the more your business or organization can utilize technology to serve or work with them.

 

Cal Wilson / February 17, 2026

Business trends to look out for in 2026

To be successful in the world of business, it is critical to be aware of the current trends that are at the forefront. Even if your operation is thriving, being in the know could be prevalent for any future market demands. In this week’s issue of The Pulse, we will be talking specifically about four trends to keep an eye on.

1. E-Commerce

Even though E-commerce has been around for several years, this digital channel has expanded to become crucial within in the current business climate.  According to industry leader Novatize, “globally, online sales already account for just over 20% of total retail sales, and that share is expected to reach approximately 21.5% in 2026”. This digital channel is no longer in the experimentation stage but has quickly become critical for business operations and growth.

2. Sustainable practices

ESG (Economic, Social, and Governance), is the structure in which companies use to measure sustainability, ethical impact, and risk management in addition to conventional financial benchmarks. This practice is no longer considered a voluntary obligation, but a necessary responsibility in terms of a sustainable future. Companies looking for investors in 2026 may find themselves scrutinized on this topic.

3. Brand Partnerships

This marketing technique has exploded in the last few years as a result of the increase of digital marketing.  It entails strategic partnerships with select brands that enable companies to expand their reach and elevate their brand image. By teaming up with well considered, like-minded partners, companies can develop new products and services while gaining access to new audiences through cross-promotion.

4. Marketing targeting Generation Z

Generation Z, or Gen Z, has become a huge presence in the current workforce, and therefore businesses have pivoted their marketing techniques to reach Gen Z consumers successfully. If your business is hoping to reach more of this demographic in 2026, consider the following criteria for your marketing strategy:

  • Digital fluency
  • Preference for short-form content
  • Preference for authenticity and transparency behind brands
  • Passion for cause-based marketing and social impact
  • Tendency to shop, search the internet, and seek entertainment on mobile devices

 In conclusion…

These four trends are only a small portion of the ever-evolving direction of the current business world.  Keeping these top-of-mind as well as researching the multitude of other emerging business trends will keep your organization current and allow for room to achieve your future targets.

Ian Nairn / February 9, 2026

Interview with Luke Cardillo

In this episode, William and Luke Cardillo have a conversation about his company, Atlas Professional Services. They handle clients IT support solutions and technology needs so they can focus on the things that make them successful. They provide scalable and innovative IT services in Tampa and surrounding cities to a variety of industries.