News consumption in Mexico has changed dramatically in recent years. Trust in news fell five percentage points this year, now standing at just 31%, according to the Digital News Report 2026 index produced by the Reuters Institute and the University of Oxford.
Corporate communication and marketing also find themselves in a state of constant experimentation, as increasingly fragmented audiences access vast volumes of information and have stopped being passive: today they question, compare, investigate, and even have the potential to become content creators themselves.
With these shifts in mind, the collective intelligence spanning 25 global markets that make up HAVAS Red —part of Havas Group, of which Eureka & Co. is a strategic partner— identified some of the communication trends having the greatest impact, precisely because they respond to changing audience attitudes and preferences.
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Newsfluencers vs. news avoidance
It’s not just trust in news that has declined. More and more people are actively avoiding it. In light of this, HAVAS Red’s report, Red Sky Predictions 2026, highlights the rise of newsfluencers, who are redefining how the world witnesses cultural change by offering unfiltered perspectives that challenge official narratives.
The strength of these creators lies in the fact that they present news through a citizen-journalism lens, clearly setting themselves apart from the rigid editorial lines of traditional media.
For the team at Eureka & Co., identifying these profiles holds real value for strengthening the communication of the brands we work with, understanding that their worth lies not in their reach but in the connection they build with their audience, while staying open to co-creating meaningful narratives.
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Optimization for generative AI (GEO)
Another shift related to how audiences get informed leads directly to the rise of platforms like ChatGPT, Google Gemini, Claude, and others. Although news consumption through this channel is still just 10%, its use is growing, and more and more people trust the personalized answers these platforms provide. This has made it increasingly important for brands and organizations to consider creating content designed specifically for these platforms — what’s known as generative engine optimization (GEO).
At Eureka, we understand that positioning in these spaces is no longer optional, and we see it as an evolution of SEO, except now the goal has changed: it’s about creating content with enough relevance to build the authority needed to be identified and featured in the responses generated by the various AI-powered platforms.
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Transparency, but with purpose
When a company demonstrates transparency, it becomes a powerful asset for crisis management, because providing visibility into supply chains, environmental impact, and business data helps build trust. However, in an environment overflowing with information and realities blurred by AI, what’s needed is transparency with purpose — with context.
HAVAS Red’s predictions report suggests that rather than just sharing numbers, brands should explain trade-offs, progress, and setbacks, and why they matter. “Those that move from ‘showing everything’ to ‘showing it with purpose’ will earn deeper, more resilient trust,” the report states.
As strategic communication consultants, at Eureka we work with our partners to evaluate approaches like purposeful transparency as a strategy with the potential to strengthen a company’s competitive standing. We believe this approach can be effective for companies looking to build trust in a more solid, lasting way.
These trends are part of a working approach that demands constant reinvention from us and an ongoing analysis of how audience and brand priorities are shifting — a perspective that runs through every team seeking new possibilities for communication.