Half of consumers globally view financial stress as the biggest contributor to their unhappiness, according to WARC’s 2026 Global Consumer Trends report. Based on a set of GWI surveys combined with WARC’s own research, case studies, and analysis, the report focuses on five trends influencing brand selection.
Nearly half (45%) of employed consumers are concerned about their job security, and one third are either saving more or cutting back on expenses due to job market conditions. Consumers are reacting by being more intentional with their money, channeling spending toward purchases that bring them joy at minimal cost — among them wellness and hobbies.
“Consumer sentiment in 2026 remains fragile, shaped by financial pressures, geopolitical turbulence, and a growing need for escape, with spend shifting to small comforts that bring joy,” said Stephanie Siew, Senior Research Executive at WARC.
“Brands that forge emotional connections will thrive, but must navigate rising scrutiny on technology, authenticity, and trust to make a meaningful impact.”
AI relationships
The report also found that one in ten consumers globally report having been in a relationship with an AI chatbot, and among those users, 62% say they are likely to turn to an AI chatbot rather than a human friend for personal advice.
AI companions appeal to users by reducing loneliness and removing the complexities of human interaction — a dynamic the report says is driving innovation across categories, including AI-powered toys and companion devices designed to meet the emotional and safety needs of the elderly.
One in 10 consumers globally reports having been in a relationship with an AI chatbot. 62% of users in these relationships say they are likely to turn to an AI chatbot rather than a human friend for personal advice
“Marketers must tread carefully when leveraging AI to engage with vulnerable populations – particularly younger demographics – and address potential safety and mental health risks,” says WARC.
On AI-generated content, 85% of people say knowing an artwork is made by a human makes it more meaningful, and 78% of consumers believe it is very or extremely important for AI-generated content to be clearly labeled — especially in high-stakes contexts such as healthcare, politics, or law. Authenticity and transparency remain top priorities for consumers, as many already struggle to differentiate AI-generated from human-made content.
At the same time, a portion of consumers see potential for AI to improve creative quality.
Challenges to youth social media access
On social media, 64% of consumers believe it is harmful to children, and half (51%) would support age verification. Concerns around potential harms such as cyberbullying and exposure to harmful content have escalated, triggering a wave of legislation and debate around social media bans for minors. Platforms play a growing role in Gen Alpha’s purchasing journey — from product discovery to reviews and style inspiration — and social media restrictions may redirect media investments toward alternative channels such as private messaging apps and family-friendly streaming services.
The report said brands should consider creating their own channels and community spaces to strengthen control over content and deepen customer relationships. With tighter restrictions on reaching younger audiences, focusing on parents as key decision-makers—while prioritizing child safety and transparency—can help build trust and provide a competitive edge. Influencer marketing must also evolve, with stronger safety measures, regulatory compliance, and audience verification to ensure responsible engagement.
Reassessment of ‘Made in China’
Thirty-six percent of consumers now recognize Chinese apps and tech products as “innovative,” and one in four people globally now prefer to buy their personal electronics and smart devices from China, ranking it behind only the US and Japan. The “Made in China” low-price perception is changing, particularly in the tech, automotive, and personal lifestyle categories, although affordability remains a key association with Chinese-made products.
“Marketers should focus on building trust through quality, technological innovation, and emotional connections to drive sustainable premium pricing, and should consider investing in deep local market insights, cultural nuances, regulatory frameworks and consumer behaviour to build authentic connections,” says WARC.
You can read the 2026 Consumer Trends report in full here.
Featured image by Michael Burrows.
