Why Brand Mindset, Not the Economy, Is the Biggest Risk Heading Into 2026

As companies prepare for 2026, the greatest threat may not be economic slowdown or rising competition, but the persistence of outdated thinking. That is the warning from legacy strategist Alê Vazz, a Brazilian professional based in London who advises CEOs and founders on long-term strategy and brand permanence.

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According to Vazz, many organizations remain trapped in models that no longer match today’s market reality. “The danger of 2026 is not slower growth,” he says. “It is continuing to play the wrong game in a world that has already changed.”

International reports increasingly point to 2026 as a turning point for the global market. Consumer burnout, the rise of the so-called “joyconomy,” the real test of corporate purpose, rapid advances in artificial intelligence, and growing pressure for social and environmental impact are reshaping expectations across industries. In this environment, repeating familiar formulas may become a strategic liability.

Vazz highlights five forces already influencing decision-making in large corporations. Consumer exhaustion is driving demand for experiences with less noise and more meaning. Corporate purpose is under scrutiny, with empty narratives quickly exposed and penalized. Artificial intelligence, once a competitive edge, is becoming a basic requirement, increasing the risk of brands losing differentiation. ESG practices are shifting from advantage to minimum standard. At the same time, employees, investors, and consumers are seeking coherence, relevance, and real impact.

Brands entering 2026 with a mindset rooted in 2016, Vazz warns, are already starting behind. Visibility alone will no longer be enough. Relevance after the noise fades will be the true measure of strength.

For the strategist, the concept of legacy is emerging as the new strategic axis. Moving beyond purpose statements, legacy asks whether the decisions made today will inspire pride or regret decades from now. Leading companies, he notes, are already adjusting course, using artificial intelligence to free capacity for long-term thinking, developing real succession plans, and making choices that protect the future even at the cost of short-term gains.

Vazz advises CEOs and founders to act now by defining the impact they want to create over the next decade, aligning narrative, product, and operations, placing succession at the center of strategy, using AI to strengthen identity rather than standardize it, and reviewing decisions through a long-term lens.

Based in London, Alê Vazz is recognized for his work helping leaders transform short-term success into lasting significance. His approach focuses on permanence, guiding companies that aim to build brands capable of withstanding economic cycles and shifting market trends.hink their strategies now, aligning impact, identity, and long-term vision in a rapidly evolving global landscape.