Introducing Doing Good in Social 2026 - our first annual ‘trends’ report

Social media feels… well, a lot right now.

Algorithms are shifting (always), engagement looks different to how it used to (we’re lurking), and the pressure to keep up can feel relentless - especially if you’re working in a charity or purpose-driven organisation where the stakes are already high.

That’s exactly why we created Doing Good in Social.

This is our first ever annual report, and it’s not a trends-for-trends’-sake download or a list of “do this, post that” predictions. Instead, it’s a practical, thoughtful guide to what really matters for purpose-driven social media in the year ahead - grounded in lived experience, data, and the reality of doing this work day in, day out.

Rather than chasing algorithms or short-term wins, the report focuses on the bigger shifts shaping how people show up online and what that means for organisations trying to do good, not just do well.

Inside, you’ll find:

• Clear thinking to help you step back from the noise

• Strategic guidance you can actually apply

• Real-world examples of organisations doing social media well - with integrity, credibility and community at the heart

It’s designed to help you feel more confident in your decisions, more intentional with your time, and a little less like you’re constantly playing catch-up.

Whether you’re planning your year ahead, sense-checking your strategy, or just need reassurance that you’re not alone in feeling tired-but-hopeful about social media - this report is for you.

We’re really proud of it.
And we hope it gives you clarity, confidence and inspiration for the year ahead.