
Markets spent 2025 climbing a wall of worry,
Markets spent 2025 climbing a wall of worry, then casually handed us 19% returns, like that was totally normal. Gold? Up 70%, because apparently it also wanted in on the fun. Both hit record highs in the same year.
That’s… not how this is supposed to work.
Traditionally, when stocks are partying, gold is sulking in the corner nursing a drink. When gold starts sprinting, stocks usually trip over the furniture. But in 2025, looking at historical relationships, it shrugged and said, “Why choose?” We got both served with a side of cognitive dissonance and labeled resilience.
Someone’s wrong. Possibly everyone.
Now we’re standing at the edge of 2026, squinting at it like it’s a forecasting problem we can brute-force with a spreadsheet and a confidence interval. We can’t. What we can do is separate signal from storytelling, admit what we don’t know, and stop pretending that uncertainty is a flaw in the system rather than the system itself.
WHAT WE ACTUALLY KNOW:
AND IT'S LESS COMFORTING THAN IT SOUNDS
Right now, stocks are priced as if the future goes mostly right. Not perfectly correct, but right enough that there’s not much room for mistakes. That’s not crazy. It is expensive. And after three straight years of big gains, history says the next year usually cools off. Not a crash, more like single-digit returns with bigger mood swings. You’re in the phase where everyone wants out at the same time, and staying invested stops feeling comfortable.
Unemployment is sitting at 4.6%, which sounds fine until you realize that’s about as high as it gets before the economy starts coughing. Inflation at 2.7% means prices aren’t running away, but there’s no cushion either. The so-called “soft landing” worked… barely. One supply hiccup, one geopolitical flare-up, one ugly jobs report, and we find out how sturdy this miracle really is.
Companies are expected to grow profits by about 11% in 2026, down from last year's growth rate. That might sound healthy, but it leaves zero room for excuses. Corporate executives are already sweating costs, tariffs, and whether all that AI spending actually turns into profit instead of PowerPoint slides. Miss expectations by a little, and the market doesn’t negotiate its reprices. Quickly.
These facts matter.
You’ll probably ignore most of them anyway. The market usually does until it suddenly doesn’t.
WHAT WE DON'T KNOW:
WHICH IS EVERYTHING THAT ACTUALLY KILLS PORTFOLIOS
Will companies really keep spending hundreds of billions on AI every year, or will the people who sign the checks finally ask the uncomfortable question: “Cool demo… but where’s the money?” Will the Fed actually cut rates, sit on its hands, or panic-reverse if inflation refuses to behave? Do tariffs cool off, or do we wake up to another round of “surprise” trade wars nobody priced in?
Does the dollar keep sliding, or does it snap back hard and wreck anything leaning the wrong way? Do gold and silver keep ripping, or do they remind everyone that parabolic moves eventually come back to earth? And do emerging markets keep beating the U.S. by a mile, or does America remember it still owns the biggest, loudest capital markets on the planet?
That’s a lot of unanswered questions. And those are just the ones we know how to argue about.
The real danger is the questions we’re not even asking yet, the ones that blow up tidy investment theses and perfectly reasonable portfolios. We’ll spend most of 2026 debating spreadsheets, forecasts, and rate paths… while the thing that actually matters is already flapping its wings somewhere offshore, completely unimpressed by our models.
The Future of Shopping? AI + Actual Humans.
AI has changed how consumers shop by speeding up research. But one thing hasn’t changed: shoppers still trust people more than AI.
Levanta’s new Affiliate 3.0 Consumer Report reveals a major shift in how shoppers blend AI tools with human influence. Consumers use AI to explore options, but when it comes time to buy, they still turn to creators, communities, and real experiences to validate their decisions.
The data shows:
Only 10% of shoppers buy through AI-recommended links
87% discover products through creators, blogs, or communities they trust
Human sources like reviews and creators rank higher in trust than AI recommendations
The most effective brands are combining AI discovery with authentic human influence to drive measurable conversions.
Affiliate marketing isn’t being replaced by AI, it’s being amplified by it.
THE BULL CASE
BORING, BUT POSSIBLE
Companies grow profits at a solid pace. Stock prices don’t get more expensive relative to those profits. The market grinds higher, maybe 10–15%, possibly 20% if everything lines up just right. No recession. No policy accidents. The Fed has room to ease if the economy slows. Government spending stays supportive. Technology actually boosts productivity, not just slide decks. Money rotates into international markets instead of stampeding out of them.
Prices are high, but not “burn-it-all-down” high. Yet.
This doesn’t require brilliance. It just needs the world to keep working… a little less impressively than it has. And that’s the problem. Three straight years of significant gains rewired everyone’s expectations. After tasting 19%, “steady progress” feels like disappointment. Markets don’t like boring. Momentum traders hate boring, which makes boring the exact thing that quietly kills most 2026 storylines.
THE BEAR CASE
GRAVITY-FINALLY
Three years of strong returns borrowed heavily from the future. Now the bill is sitting on the counter. Unemployment is drifting higher. Rate cuts are already baked in, even though inflation hasn’t fully behaved. Tariffs squeeze profits more than expected. Supply chains get rattled again, pick your headline. The dollar snaps back, punishing commodities and overseas markets. AI spending slows, and suddenly mega-cap tech isn’t immune to disappointment.
If profits come in light and investors decide prices were too optimistic, stocks fall 10–15%. If the economy actually tips into recession, 20–30% drawdowns are on the table. This doesn’t require a catastrophe. Just slightly worse-than-expected results and a market that decides optimism was overpriced.
We climbed a wall of worry last year.
Walls have edges.
THE REALISTIC CASE:
CHOPPY, VOLATILE, AND YOU'LL HATE IT
Returns land at 5–10%, but not smoothly or evenly. Multiple 5–10% pullbacks test whether you actually believe in your strategy or just say you do when markets are calm. Volatility is higher than the cozy stretch we just came out of. Some sectors win. Others quietly bleed. Active decisions matter again, which is excellent for skilled investors and deeply uncomfortable for passive ones.
This won’t be another year where buying an index and ignoring it works flawlessly while you skim newsletters and feel smart.
The easy money phase is over. The interesting phase begins. Most people will miss it because they’re still waiting for 2023–2025 to come back. It won’t. It never does.
THE CONTRADICTION NOBODY WANTS TO DISCUSS
Stocks rose 19%. Gold jumped 70%. That’s not strength, it’s confusion wearing a confidence mask. Investors were optimistic about corporate profits and deeply worried about currencies, debt, and monetary stability. Normally one story wins. In 2025, the market said, “Let’s believe both,” and everyone cheered without noticing the contradiction.
What that actually means: assets that are supposed to protect you during stress stopped protecting and started partying. That’s either the beginning of a significant global reset… or a warning that risk is being mispriced. Spoiler: we won’t know which until it’s painfully obvious.
THE SOFT LANDING RESTS ON NARROW FOUNDATIONS
The Fed pulled off something impressive, cooling inflation without crashing the economy. But unemployment rose 0.4%in the process, which is uncomfortably close to levels that historically signal real trouble. Inflation settled near 2.7%, leaving almost no buffer for surprises.
If this is a soft landing, it’s soft like a gymnast sticking the landing on one foot. One energy shock, one wage spike, one geopolitical mess, and we’re lawn-darting.
CONCENTRATION RISK ISN'T RISK UNTIL IT IS
Seven stocks did almost all the heavy lifting last year. The other 493 mostly showed up for moral support. Your “diversified” index is effectively seven engines pulling a long train of passengers.
That creates opportunity and fragility. Think rubber band: stretched tight, it snaps back fast when released… or snaps entirely if stress keeps building. You’re holding the rubber band. No pressure.
GLOBALIZATION'S REBALANCING IS REAL OR TEMPORARY
Emerging markets surged 30%. The dollar fell 9%. Gold and metals exploded higher. After years of being punished, international diversification finally worked. That could be a short-term reset or the start of a longer shift away from U.S.-only dominance.
This was the first real challenge to American market supremacy in years. Whether it sticks or fades will shape portfolios for the next decade. Most investors won’t notice until they’re already late.
WHAT YOU SHOULD ACTUALLY DO
Maintain discipline. This is the only advice that survives prolonged exposure to actual markets. Diversify across assets that don’t move together. Rebalance regularly, not when it feels good, but when it feels unnecessary and slightly annoying. Resist euphoria and panic with equal enthusiasm. Keep cash on hand for the inevitable 5–10% “totally healthy, definitely normal” corrections. And stop chasing what worked in 2023–2025 like it’s a personality trait. Start thinking about what works after sentiment turns.
This isn’t rocket science. It’s harder than rocket science. Rockets don’t have Twitter, CNBC, or group chats full of people posting screenshots at the exact top.
The S&P closed 2025 at 6,929. Whether that’s a launchpad or a peak depends on variables we don’t control, can’t forecast, and will absolutely argue about anyway. What we can control is positioning: stay invested, stay diversified, stay disciplined, and stop pretending you can predict which quarter the DJ cuts the music.
Markets rewarded patience in 2025. Whether they do in 2026 is the question we’ll answer one quarter at a time. Place your bets. Recheck your assumptions. And remember, making money doesn’t mean you were right. Sometimes it just means you were lucky and the music hasn’t stopped yet.
That’s the setup.
Now comes the part where the market stops being generous and starts being honest.

