Creative growth agency Carswell Gould has launched its annual research programme, The Forecast 2026, and is inviting leaders across marketing, communications, sales and strategy to share their perspective on where growth is coming from and what is driving it.
The research builds on the success of last year’s Marketing Forecast, which explored the pressures shaping modern marketing teams. For 2026, the study has evolved into The Forecast – widening the lens to look at the broader conditions influencing business performance today.
From brand visibility and commercial pressure to sustainability and leadership decision-making, the research recognises that growth no longer sits neatly within one department. Instead, it happens when marketing, sales and leadership combine.
The Forecast 2026 is being developed in partnership with Richmond Events, with insights set to be shared with senior leaders at the Richmond Marketing Forum later this year.
Ed Gould, Creative Director at Carswell Gould, said: “Last year’s Marketing Forecast sparked some brilliant conversations about the role marketing plays in growth. What became clear is that marketing doesn’t sit in isolation anymore – it overlaps with communications, sales, sustainability, and leadership decisions.
That’s why we’ve evolved the research into The Forecast. It’s about understanding the wider conditions organisations are operating in and helping leaders sense-check where they’re heading next.”
The research explores the ‘weather conditions’ shaping growth through five core themes:
- The Climate – the wider context organisations are operating in, including confidence, clarity and external pressures
- Pressure Systems – where expectations, budgets and priorities are creating momentum or friction
- Visibility – how clearly organisations are seen, understood and trusted
- Forecast Accuracy – how confident leaders are in the decisions they’re making
- Sustainable Weather Patterns – how sustainability and long-term thinking are influencing growth choices
The report will combine quantitative survey data with qualitative insight, building a year-on-year benchmark of how organisations are navigating growth in complex conditions.
Findings from the research will be published in The Forecast 2026 report and shared through industry events, thought leadership and peer group discussions later this year.
Carswell Gould is currently inviting decision makers and growth leaders to contribute to the survey.
As a thank you, the first 200 participants will receive a £5 incentive, which they can choose to redeem as a digital voucher from a range of retailers.
Leaders interested in contributing their perspective can take part here.
