{"id":15,"date":"2025-01-01T20:02:17","date_gmt":"2025-01-02T01:02:17","guid":{"rendered":"https:\/\/trends1.wpenginepowered.com\/?page_id=15"},"modified":"2026-04-22T11:03:09","modified_gmt":"2026-04-22T15:03:09","slug":"home","status":"publish","type":"page","link":"https:\/\/trends.national.ca\/report-2026\/en\/","title":{"rendered":"The Proof Imperative"},"content":{"rendered":"

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admin_label=”Pill” _builder_version=”4.23.1″ _module_preset=”default” background_color=”#f20dfa” custom_css_main_element=”height:100%;” global_colors_info=”{}”][et_pb_text admin_label=”Text – Empty” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”] [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ module_class=”pill col-40 animate” admin_label=”Pill” _builder_version=”4.23.1″ _module_preset=”default” background_color=”#f73176″ custom_css_main_element=”height:100%;” global_colors_info=”{}”][et_pb_text admin_label=”Text – Empty” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”] [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_font=”Calibre Regular|500|on|on|||||” text_text_color=”#FFFFFF” 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global_colors_info=”{}”] [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section – Home Cards” module_id=”home-cards” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”||58px||false|false” collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” admin_label=”Row” _builder_version=”4.23.1″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”home-card magenta” admin_label=”Section Card – Prove It” _builder_version=”4.23.1″ _dynamic_attributes=”link_option_url” _module_preset=”default” background_color=”#182846″ custom_padding=”5%|6%|2%|6%|false|true” custom_padding_tablet=”6%|6%|2%|6%|false|true” custom_padding_phone=”11%|9%||8%|false|false” custom_padding_last_edited=”on|desktop” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjI1MzIifX0=@” custom_css_free_form=”selector:hover {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#051228″ border_radii_tablet=”on|70px|70px|70px|70px” border_radii_phone=”on|70px|70px|70px|70px” border_radii_last_edited=”on|phone” box_shadow_style=”preset1″ box_shadow_vertical=”0px” box_shadow_blur=”12px” box_shadow_color=”#051228″ global_colors_info=”{}”][et_pb_text admin_label=”Text – Section #” _builder_version=”4.23.1″ _module_preset=”96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=”#FFFFFF” text_font_size=”16px” text_letter_spacing=”0.16px” height=”18px” custom_padding=”||14px||false|false” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n

1.0<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Text – Section Blurb” _builder_version=”4.27.4″ _module_preset=”83ceac28-ff55-4850-adc8-ab37ef2f93dc” global_colors_info=”{}”]<\/p>\n

Prove it<\/h2>\n

Trust begins with evidence.<\/strong><\/p>\n

In an era of scrutiny and skepticism, trust can\u2019t be claimed; it must be demonstrated. This section explores how organizations earn credibility by showing results, making clear commitments, and backing their messages with substance.<\/p>\n

[\/et_pb_text][et_pb_icon font_icon=”&||divi||400″ icon_color=”#FFFFFF” icon_width=”35px” align=”right” admin_label=”Arrow” _builder_version=”4.23.1″ _module_preset=”default” transform_rotate=”0deg|0deg|45deg” custom_margin=”|-7%|||false|false” custom_margin_tablet=”-21px|0%|16px||false|false” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”10px|10px|10px|10px|true|true” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_icon][\/et_pb_column][et_pb_column type=”1_2″ module_class=”home-card coral” admin_label=”Section Card – Own It” _builder_version=”4.23.1″ _dynamic_attributes=”link_option_url” _module_preset=”default” background_color=”#182846″ custom_padding=”5%|6%|2%|6%|false|true” custom_padding_tablet=”6%|6%|2%|6%|false|true” custom_padding_phone=”11%|9%||8%|false|false” custom_padding_last_edited=”on|desktop” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjIzMzcifX0=@” custom_css_free_form=”selector:hover {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#051228″ border_radii_tablet=”on|70px|70px|70px|70px” border_radii_phone=”on|70px|70px|70px|70px” border_radii_last_edited=”on|phone” box_shadow_style=”preset1″ box_shadow_vertical=”0px” box_shadow_blur=”12px” box_shadow_color=”#051228″ global_colors_info=”{}”][et_pb_text admin_label=”Text – Section #” _builder_version=”4.23.1″ _module_preset=”96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=”#FFFFFF” text_font_size=”16px” text_letter_spacing=”0.16px” height=”18px” custom_padding=”||14px||false|false” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n

2.0<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Text – Section Blurb” _builder_version=”4.23.1″ _module_preset=”83ceac28-ff55-4850-adc8-ab37ef2f93dc” global_colors_info=”{}”]<\/p>\n

Own it<\/h2>\n

Responsibility builds resilience.\u00a0<\/strong><\/p>\n

Mistakes, risks, and crises are inevitable. What matters is how leaders respond. This section highlights the power of honest, accountable\u00a0communication\u00a0and how owning the narrative can strengthen reputation, even under pressure.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_icon font_icon=”&||divi||400″ icon_color=”#FFFFFF” icon_width=”35px” align=”right” admin_label=”Arrow” _builder_version=”4.23.1″ _module_preset=”default” transform_rotate=”0deg|0deg|45deg” custom_margin=”|7%|||false|false” custom_margin_tablet=”-21px|0%|16px||false|false” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”10px|10px|10px|10px|true|true” custom_css_free_form=”selector {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_icon][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” admin_label=”Row” _builder_version=”4.23.1″ _module_preset=”default” collapsed=”on” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”home-card orange” admin_label=”Section Card – Share it” _builder_version=”4.23.1″ _dynamic_attributes=”link_option_url” _module_preset=”default” background_color=”#182846″ custom_padding=”5%|6%|2%|6%|false|true” custom_padding_tablet=”6%|6%|2%|6%|false|true” custom_padding_phone=”11%|9%||8%|false|false” custom_padding_last_edited=”on|desktop” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjI1NDIifX0=@” custom_css_free_form=”selector:hover {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#051228″ border_radii_tablet=”on|70px|70px|70px|70px” border_radii_phone=”on|70px|70px|70px|70px” border_radii_last_edited=”on|tablet” box_shadow_style=”preset1″ box_shadow_vertical=”0px” box_shadow_blur=”12px” box_shadow_color=”#051228″ global_colors_info=”{}”][et_pb_text admin_label=”Text – Section #” _builder_version=”4.23.1″ _module_preset=”96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=”#FFFFFF” text_font_size=”16px” text_letter_spacing=”0.16px” height=”18px” custom_padding=”||14px||false|false” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n

3.0<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Text – Section Blurb” _builder_version=”4.23.1″ _module_preset=”83ceac28-ff55-4850-adc8-ab37ef2f93dc” global_colors_info=”{}”]<\/p>\n

Share it<\/h2>\n

Connection earns\u00a0confidence.\u00a0<\/strong><\/p>\n

Trust grows when communication is inclusive, transparent, and relevant. These perspectives show how organizations build deeper relationships by listening closely, adapting to local realities, and creating space for shared understanding.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_icon font_icon=”&||divi||400″ icon_color=”#FFFFFF” icon_width=”35px” align=”right” admin_label=”Arrow” _builder_version=”4.23.1″ _module_preset=”default” transform_rotate=”0deg|0deg|45deg” custom_margin=”|-7%|||false|false” custom_margin_tablet=”-21px|0%|16px||false|false” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”10px|10px|10px|10px|true|true” custom_css_free_form=”selector {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_icon][\/et_pb_column][et_pb_column type=”1_2″ module_class=”home-card blue” admin_label=”Section Card – Own it” _builder_version=”4.23.1″ _dynamic_attributes=”link_option_url” _module_preset=”default” background_color=”#182846″ custom_padding=”5%|6%|2%|6%|false|true” custom_padding_tablet=”6%|6%|2%|6%|false|true” custom_padding_phone=”11%|9%||8%|false|false” custom_padding_last_edited=”on|phone” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjI1NTEifX0=@” custom_css_free_form=”selector:hover {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#051228″ border_radii_tablet=”on|70px|70px|70px|70px” border_radii_phone=”on|70px|70px|70px|70px” border_radii_last_edited=”on|desktop” box_shadow_style=”preset1″ box_shadow_vertical=”0px” box_shadow_blur=”12px” box_shadow_color=”#051228″ global_colors_info=”{}”][et_pb_text admin_label=”Text – Section #” _builder_version=”4.23.1″ _module_preset=”96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=”#FFFFFF” text_font_size=”16px” text_letter_spacing=”0.16px” height=”18px” custom_padding=”||14px||false|false” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n

4.0<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Text – Section Blurb” _builder_version=”4.23.1″ _module_preset=”83ceac28-ff55-4850-adc8-ab37ef2f93dc” global_colors_info=”{}”]<\/p>\n

Lead it<\/h2>\n

Vision turns trust into influence.\u00a0<\/strong><\/p>\n

In 2026, leadership means more than\u00a0direction,\u00a0it means setting the tone for how organizations show up in the world. This section focuses on how bold ideas, clear values, and cultural foresight position\u00a0brands to\u00a0inspire, unify, and shape the future.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_icon font_icon=”&||divi||400″ icon_color=”#FFFFFF” icon_width=”35px” align=”right” admin_label=”Arrow” _builder_version=”4.23.1″ _module_preset=”default” transform_rotate=”0deg|0deg|45deg” custom_margin=”|-7%|||false|false” custom_margin_tablet=”-21px|0%|16px||false|false” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”10px|10px|10px|10px|true|true” custom_css_free_form=”selector {|| cursor: pointer;||}” border_radii=”on|100px|100px|100px|100px” border_width_all=”1px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_icon][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”on|on|on” admin_label=”Carousel” _builder_version=”4.23.1″ _module_preset=”b8249017-be50-4b5d-a39b-61788ef2fc45″ background_enable_color=”off” animation_style=”none” disabled=”on” saved_tabs=”all” collapsed=”on” global_colors_info=”{}”][et_pb_row _builder_version=”4.23.1″ _module_preset=”9496df4f-88d7-4a56-bd60-01574ee8b9c2″ background_color=”#182846″ use_background_color_gradient=”on” background_color_gradient_direction=”0deg” background_color_gradient_stops=”#051228 0%|#182846 100%” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_code admin_label=”Carousel Shortcode” _builder_version=”4.23.1″ _module_preset=”74d0b1fb-979b-46df-9798-36188500447d” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|desktop” disabled_on=”on|on|on” admin_label=”Who We Are” _builder_version=”4.23.1″ _module_preset=”_initial” background_color=”#051228″ custom_padding=”0px|25px|0px|25px|false|true” custom_padding_tablet=”80px|60px|180px|60px|false|false” custom_padding_phone=”50px|25px|100px|25px|false|false” animation_style=”none” disabled=”on” collapsed=”on” global_colors_info=”{}” custom_padding__hover_enabled=”off|desktop”][et_pb_row column_structure=”2_5,3_5″ custom_padding_last_edited=”on|desktop” _builder_version=”4.23.1″ _module_preset=”default” custom_padding=”80px|10%|180px|10%|false|true” custom_padding_tablet=”80px|0%|180px|0%|false|true” custom_padding_phone=”50px|0%|100px|0%|false|false” global_colors_info=”{%22gcid-8a89dc53-961d-4aa1-9fb1-043ef84a50c2%22:%91%22background_color%22%93}”][et_pb_column type=”2_5″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” header_2_font=”Calibre Medium||||||||” header_2_text_color=”#FFFFFF” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22text_text_color%22,%22text_text_color%22,%22text_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n

Who We Are<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”da39944c-7397-4f4e-ab85-21aaa762f1fe” text_text_color=”#FFFFFF” global_colors_info=”{}”]NATIONAL Public Relations is Canada’s leading public relations consulting firm. For nearly 50 years, we’ve been at the heart of success in key industries, working to create meaningful change for today and tomorrow. What sets us apart is our Canada-wide, multi-sector expertise, which enables us to develop high-performance communications, operations and strategies. Our strength is our team. In this report, discover how to prosper in an ever-changing landscape. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

   The   Proof   Imperative   Building trust in 2026 1.0Prove it Trust begins with evidence. In an era of scrutiny and skepticism, trust can\u2019t be claimed; it must be demonstrated. This section explores how organizations earn credibility by showing results, making clear commitments, and backing their messages with substance.2.0Own it Responsibility builds resilience.\u00a0 Mistakes, risks, and crises are inevitable. What matters […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-15","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nThe Proof Imperative - 2026 Trends Report<\/title>\n<meta name=\"description\" content=\"Explore NATIONAL's 2026 Trends Report. Gain actionable insights for innovation, trust building, and resilience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trends.national.ca\/report-2026\/en\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2026 Trends Report | The Proof Imperative\" \/>\n<meta property=\"og:description\" content=\"Discover our 2026 Trends Report, a comprehensive guide with expert advice on upcoming trends in corporate and financial communications, branding and marketing, digital communications, healthcare, and public affairs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/trends.national.ca\/report-2026\/en\/\" \/>\n<meta property=\"og:site_name\" content=\"2026 Trends Report\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-22T15:03:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2026\/01\/Trends-OG.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/trends.national.ca\\\/report-2026\\\/en\\\/\",\"url\":\"https:\\\/\\\/trends.national.ca\\\/report-2026\\\/en\\\/\",\"name\":\"The Proof Imperative - 2026 Trends Report\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/trends.national.ca\\\/report-2026\\\/en\\\/#website\"},\"datePublished\":\"2025-01-02T01:02:17+00:00\",\"dateModified\":\"2026-04-22T15:03:09+00:00\",\"description\":\"Explore NATIONAL's 2026 Trends Report. 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