A Few Predictions

January 2026

Credit: RDNE Stock Project

Welcome to 2026. No one knows exactly what the future holds, but if what’s past is prologue, here are a few trends we see continuing in the New Year based on what we saw in 2025.

First, the demand for crisis communications is likely to grow. Last year, we saw a marked increase in demand for everything from crisis planning and social listening to the creation of standby statements and full-on crisis plan implementation. In a volatile, fractured environment, careful preparation for potential and emerging crises is essential.

Second, maintaining a diverse pool of spokespeople is likely to continue to pose challenges. Program beneficiaries and on-the-ground experts became more reluctant to advocate publicly, fearful of backlash or jeopardizing careers. Clear-eyed risk/benefit assessment of media opportunities, careful development of talking points and in-depth media training will continue to be priorities.

Third, there will continue to be abundant media opportunities for nonprofit leaders willing to take a stand. Journalists want to hear from experts with a strong point of view, particularly those who can back up their claims with data and offer counterpoint to the prevailing narrative. And while legacy news organizations are shrinking, nonprofit and digital-only local newsrooms are expanding, offering new outlets to reach audiences.

Whatever your communications priorities are in 2026, we wish you a happy and successful year ahead.

 

Jim Miller, Founder & President

Ambulance Lessons in High School

Credit: Fox 5 New York

Urban Assembly’s ambulance simulator in action.

Lights, sirens and a heart defibrillator aren’t often seen in many high school classrooms, but Momentum client Urban Assembly has all three in its ambulance simulator at its Early College High School of Emergency Medicine. Fox 5 NY visited the New York City public school last month to see it in action, and their coverage was picked up around the nation.

Reporter Arthur Chi’en interviewed three seniors, educator Doreen Ferguson and school Principal Dr. Rasheed Bility. The piece captured the full experience inside the simulator — showing students working with real equipment, real scenarios and real-time patient assessments.

The segment highlighted how hands-on training builds confidence and muscle memory long before students encounter real emergencies. “This is a space where students can make mistakes before they enter the real world — where someone’s life is actually in their hands,” Ferguson said.

Butter Makes it All Good

Credit: Felicity Tai

Butter is one of history’s most delicious accidents. Over 9,000 years ago, farmers inadvertently discovered the first examples while transporting milk on the backs of sheep over long (and bumpy) distances. The movement churned the milk, creating a new and deliciously creamy dairy product.

Over the millennia, it’s been used as medicine, currency, fuel, cosmetics and religious offerings. It even inspired America’s first student protest. Now, we use butter to enrich the flavors of everything from meats to pastries to vegetables. Without it, dishes that we love today wouldn’t exist or would have an entirely different texture and flavor. Imagine choking down dry sourdough, or fettuccine without alfredo. The French boulangerie would be downright desolate (goodbye, croissants and flaky pastries).

Consider how this ingredient underpinned your holiday celebrations — cookies, cakes, potatoes, roast meats and veggies — and be grateful for the miracle that is butter. And if you haven’t already, go out and get the good stuff: Kerrygold Irish butter. Real butterheads know.

Leave Family Behind (for a Little While)

Account Director Kylee Siaw and her friend Merritt Shivitz on the run from their families in Cappadocia, Turkey.

Account Director Kylee Siaw adores her family; really she does. But listen up, people:

Once a year I am into a practice of radical self-care that looks suspiciously like ditching my husband, kids and dog and fleeing the country with a friend. Because love is real, but so is the need to remember who you were before you tackled a 2-hour bedtime routine. This year, that place was Turkey and that friend was one of my oldest and dearest friends, because this is not a trip for someone you get drinks with on occasion.

Choose wisely! This must be a person you can fumble through ordering food in a different language with misplaced confidence and who will endure that 14-hour flight, six-hour layover and additional four-hour flight without spiraling. They will respond appropriately when the plane food gives you food poisoning (by keeping their distance and throwing you some water and Pepto Bismol and saying, “You’ll be fine by the morning for our hot air balloon ride, right?”).

This next part is just as imperative: This person must be someone you can sit next to in complete silence for hours or tell lovingly to stop talking. No hurt feelings or follow-up questions. Someone who understands the best part of travel is having no plan at all. Traveling with a friend like this is part vacation, part therapy, part reminder you are still fun and curious. So yes, I’m into disconnecting and reconnecting and exploring all at once.

Turn Pages Instead of Scrolling

Momentum President Jim Miller advises that inspiration for new story ideas can be a short walk or drive away. He explains:

When inspiration flags, visit a newsstand or bookstore and browse the shelves of magazines for fresh ideas of outlets and angles to pitch. Flipping through a printed publication is a different experience from scrolling; the tactile experience alone might help you think differently. You’ll also discover publications you weren’t even aware of — and features, editors and bylines you might not even find online.