Doing Good in Social: What purpose-driven brands need to focus on in 2026
Lucy Lindley has created our first ever annual trends report. It’s not really a trends report but if we call it a trends report, you'll know what we mean. It's an insightful guide to ensuring impactful social media in 2026.
In the meantime, here are the highlights:
Less noise. More trust. Stronger communities.
If you work in social for a charity or purpose-led organisation, chances are you're feeling at least one of these right now:
Still playing catch-up
Slightly overwhelmed
Ready for a reset
Cautiously optimistic about doing things differently
You’re not imagining it - the old playbook doesn’t work anymore. Social media has changed, and audiences have changed with it.
Based on insights from our Doing Good in Social report, here’s what actually matters heading into 2026 - and how purpose-driven organisations can focus their energy where it counts.
1. Community over content
Virality is out. Community is in.
The high-engagement bubble has burst. People are tired of:
Clickbait
Inauthentic posts
Endless self-promotion
Brands that talk at them but never listen
Audiences are choosing more carefully who they engage with and why.
For purpose-driven organisations, this is good news. You don’t need bigger budgets or flashier content. You already have something far more valuable: real people, real stories, real impact.
👉 Here’s where to focus:
Quality over quantity
Fewer posts, more purpose
Content built around what your audience cares about - not just your CTAs
A channel mix that reflects where people are actually engaging
A smaller, engaged community will always outperform a large, passive one.
2. Conscious & quiet consumption
People haven’t given up on social just yet. But they have changed how they show up.
Social media is still the go-to place for discovering and engaging with content. But behaviour is shifting:
Anxiety-related conversations about social are rising
Mentions of digital detoxing are increasing (dumb phones are starting to appeal again!)
People are engaging more privately (DMs, shares, saves) and less publicly. (Gone are the days of oversharing!)
Engagement has become quieter, but no less meaningful.
👉 What this means for your content:
Lead with values, not vanity metrics
Share honest, relatable insight rather than striving for polished perfection
Measure quality of engagement, not just numbers
Don’t “post and ghost” - your community needs conversation, not one-way broadcasts
Three thoughtful comments from the right people matter a heap more than thirty 🔥 emojis.
3. Collaboration & credibility
Trust is fragile and harder to earn than ever.
With misinformation, AI-generated content, and influencer fatigue on the rise, brand trust is low. Social platforms are used more than ever… but we’re seeing that they’re trusted less.
So who do people believe?
Other people.
Employees
Communities
Creators with lived experience and values-aligned audiences
👉 What to focus on:
Empower your team to be visible and confident social advocates
Partner with trusted community gatekeepers - not just “big names”
Practice radical transparency - especially when things don’t go perfectly
Use AI carefully - not to replace real stories or real people
Credibility doesn’t come from polish. It comes from showing up consistently, honestly, and like a human.
The big takeaway
Charities and purpose-led brands like you don't need to chase trends. Just focus on:
Building relationships over reach
Trusting people over platforms
Making social media a space for connection, not broadcasting
Community isn’t a tactic. It’s the reason you’re here.
Keep on using social for good 💙