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As VP of Research and Insights at ANA member company Basis, Maggie Nemoy spends her days researching shifting trends in retail and digital commerce and identifying how those trends will affect the marketing practice. Her latest focus was on the holiday season — a time of abundant opportunity for brands that know how to get their messaging and targeting right.

On this episode of On Scope, Maggie joins host Mike Berberich to discuss how economic uncertainty and emerging consumer behaviors are poised to affect not just the 2026 holiday season but every holiday season going forward. Together, the pair covered:

• How the rise of social commerce has led to an accelerated purchase cycle and why many brands are failing to leverage this opportunity.
• The ways in which cultural identity and inclusive marketing are shaping the 2026 holiday season and beyond.
• The emerging behaviors that are forcing marketers to abandon legacy holiday planning models in favor of a more continuous, year-round approach.
• Why it's not yet too late to capitalize on this year's holiday season.

On "This Week in ANA Magazine," ANA magazine editor Matthew Schwartz joins Mike in studio to spotlight a new article on the increasing importance of cultural fluency. Schwartz highlights a few of the brands that are excelling in this space — including Heinz 57, Purina, and e.l.f. — and shares some best practices experts shared for how marketers can effectively approach having their brand play in culture.

Whether you're looking to develop campaigns that ensure every holiday season is a success, learn to become more culturally fluent, or have a different marketing problem to solve, you can find the answers at an ANA National Industry Conference. These premier events are where the industry's sharpest marketers compare notes, set standards, and pressure-test what's next. Attend the 2026 Masters of Marketing Conference, presented by Havas and taking place October 20-23 in Orlando, Fla., and you'll hear from leaders at Coca-Cola, LEGO, P&G, Rivian, Harley-Davidson, and Manscaped. To check out the full lineup of upcoming National Industry Conferences, visit us at www.ana.net/events.

Have a topic idea or guest suggestion for On Scope? Let us know.

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