In reviewing VOWS writer Daniel Smith’s optimistic 2026 industry forecast (“Say Yes to the Future” - page 52 of our December 2025 issue) I was struck by what wasn’t directly included in the report, what is in my opinion a key driver of the possibility of success next year: our individual and collective resiliency.
Several of the key points addressed in this issue’s 2026 article were also highlighted in last year’s VOWS 2025 projections, compiled in November 2024.
Though we were optimistic then that the election would bring a promise of stability, we did not (could not) anticipate the strident approach to import tariffs imposed in January, which over the course of the following months stalled what we thought was to be a relieving period of growth for the industry.
For 2026, we see reasons for similar optimism. . . but are now further buoyed by the creativity shown by all of us working cohesively together to react and adapt to this year’s fluctuating costs of goods and shaky consumer sentiment.
The headwinds that affected us in 2025 will not soon dissipate. But we can (and should) take solace in knowing that we have been tempered by these trials and have come through with our resiliency, dedication and authenticity intact.
Which is itself a measure of success. . . and a reminder of our abilities and worthiness.
Wishing you all the best of the seasons. . . and a prosperous 2026
