.jpg)
The New Rules for Consumer Engagement
About the Research
This 2026 update is based on a targeted pulse survey of 900 consumers conducted in January 2026, designed to capture rapid shifts in sentiment following the final quarter of 2025. These insights build upon our comprehensive annual study from September 2025, providing a definitive longitudinal view of how consumer intent and brand loyalty are evolving in today’s high-speed ecosystem.
January 2026, n=900
01
The New Era of Intentionality
While economic pessimism is easing, "cautious limbo" is the new baseline. 39% of consumers expect things to improve (up from 28% in our 2025 survey), but spending restraint has evolved from a temporary reaction into a permanent household habit. High-intent budgeting is now a standard practice, with 93% of consumers making changes to their spending habits in the last six months. For brands, this means every purchase is a deliberate choice; value must be proven consistently to make the cut.
02
Closing the
Loyalty Gap
Brand loyalty is rebounding, with 26% of consumers now feeling more loyal than last year—a massive jump from just 11% in July. While 34% still feel less loyal, that’s an improvement from 40% last year. Despite this, 84% have recently switched brands for value-related reasons. To win, brands must focus both on delivering table stakes value and critical non-price factors, such as reliable shipping, availability, and flexible return policies.
03
The AI-Expanded Research Path
AI usage along the purchase journey has surged. Sixty-four percent of consumers now use AI-powered tools to help them research—up from 45% just six months ago—but it isn't the "shortcut" many expected. Instead, AI is expanding the journey. Over half of users say AI tools increase the time they spend researching and the number of sources they consult. With 98% of users checking additional sources after an AI query, brands need a "surround sound" strategy to stay visible across the entire digital ecosystem.
04
The Confidence Gap Winning the "Value Realist"
Economic volatility has moved consumers past temporary frugality into a permanent state of "Value Realism." They are no longer just looking for the lowest price; they are looking to de-risk their lives by seeking maximum utility for every dollar spent. Brands that move beyond the discount loop can capture growth by offering "Utility-Driven Value"—think modular pricing, guaranteed product longevity, or services that adapt to the consumer’s shifting financial health.
05
Creative as the Ultimate Tie-Breaker
In a marketplace of similar prices and features, creative is a critical differentiator. 20% of consumers, a meaningful segment of undecided shoppers, were swayed to switch brands by a compelling ad in the last quarter. However, to be effective, ads must earn the right to interrupt. Consumers cite relatability, authenticity, and humor as the top reasons an ad is "worth watching." When a brand's creative provides genuine utility or entertainment, it moves from being a distraction to being the competitive edge that wins the sale.
