The MARKETING RX: Why Spotify Wrapped Wins Every December and What Marketers Can Learn From It

Wrapped isn’t just a fun year end moment. It taps into what people naturally crave in December… reflection, identity, and a story about who they were this year. Spotify turns personal data into something people love to share, which is why it spreads so fast.

December already pushes people to look back, and Wrapped gives them an easy and fun way to do it. It also dominates attention without big ad spend because the audience handles the distribution.

The real marketing lesson for 2026 is simple. Make the user the main character. Create moments people look forward to each year. Package insights in a way that feels personal and fun. Wrapped works because it speaks to identity and gives people something they’re excited to show off. When you spotlight the audience, the audience spreads the message for you.

For marketers planning ahead, ask yourself: What data or insights could you package in a way that feels personal? How can you build yearly traditions for your brand instead of chasing trends?

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QUICK HITS

Here are a few other things happening this week in the marketing world.

• Forbes dropped its new 30 Under 30 lists last week and the internet is already debating who got snubbed. It’s a good reminder to look around at your own team. Is there someone you could nominate next year to bring some media attention to your organization? (my On Brand with Jimmy Fallon co-star Bianca made the list!)
• Netflix just announced plans to acquire Warner Bros. Discovery, and the industry is buzzing with questions. Will the deal actually go through? What does this mean for streaming competition in 2026?
• A new Market Like a Mother episode is live! This one breaks down the myth that the customer is always right. Karen and I dig into why that belief can actually hold brands back and how to create healthier, more effective client relationships.. Listen on YouTube, Spotify or Apple Podcasts!

Want support shaping a more intentional and sustainable marketing plan for 2026? Set up a Discovery Call and I can help!