The Creative & Communications Association has released the results of its fourth Pathfinder Pulse Survey, which covers Q2 2026. The results of the past year provide an opportunity to analyse key trends for the sector.

The findings show an industry that has demonstrated real resolve over the past twelve months, even against a difficult global trading environment. Members continue to retain clients, win new business, and maintain a positive outlook for the year ahead. At the same time, the results point to ongoing cost pressures, regulatory concerns and uncertainty that continue to shape business confidence.

Key findings include:

1. Client spending outlook remains positive despite the global trading environment: Expectations for client spend with Creative & Communication Association member companies for the rest of the year remain positive, with a net score of +30 recorded in July 2026. This reflects consistent positive sentiment recorded over the past twelve months, and an increase from the +11 score in May 2025.

2. Client retention and new business expectations are holding steady: The outlook for client retention for the rest of the year remains strong at +15 in July 2026, a trend which has been consistent over the course of the past 12 months (with scores ranging from +8 in May 2025 to +18 in March 2026).

3. Cost pressures remain, although they are easing: The net score in the non-salary cost of doing business has improved by 13 points over the course of the last year, while concerns over salary concerns have eased by some 17 points over the same period. Nevertheless, both remain issues of concern.

4. Regulatory concerns continue to matter: Sentiment on the overall impact of government policies has dropped from a score of -29 in November 2025 to -8 in July 2026, while concern remains over the impact of public sector procurement rules, employment and HR compliance requirements, and the rate of taxation.

5. The sector is showing resilience despite external pressures: The outlook for the sector as a whole has improved over the course of the year, rising from -28 in May 2025 to -4 in July 2026 (the highest score of the past year).

Download the Q2 Report here.