Report identifies five forces influencing global purchasing decisions

Fragile consumer sentiment is reshaping spending habits, with people prioritising small, affordable comforts as financial and geopolitical pressures persist. This is according to a new global report from the World Advertising Research Council (WARC). 

The ‘2026 Global Consumer Trends’ report draws on GWI (formerly GlobalWebIndex) consumer surveys alongside WARC’s research and analysis to identify five forces influencing purchase decisions. These trends range from emotional spending patterns to the growing role of AI in daily life. 

Comfort spending rises amid uncertainty 

Ongoing economic instability and geopolitical tensions are contributing to widespread financial anxiety. The report finds that 45% of employed consumers are concerned about job security, while 33% are saving more or reducing spending. 

Consumer confidence remains under pressure 

Half of respondents cite financial stress as their main source of unhappiness. As a result, many consumers are becoming more deliberate in their spending, directing money toward low-cost activities and products that provide a sense of enjoyment – such as hobbies and wellness. 

Travel remains an area of interest, but safety concerns and rising costs linked to global instability may limit demand. 

Digital relationships gain traction 

The report highlights a shift in how consumers seek emotional support, with one in 10 globally reporting having had a relationship with an AI chatbot.  

Around 62% of those in such relationships say they would turn to AI rather than a human for personal advice. The appeal lies in reduced complexity and a sense of constant availability, driving innovation in AI-powered devices and services, including tools designed for elderly care. 

Brands rethink youth engagement strategies 

Growing concern over the impact of social media on younger users is influencing regulation and public opinion. The report finds that 64% of consumers believe social platforms are harmful to children, while 51% support age-verification measures. 

Tighter restrictions may limit direct access to younger audiences, prompting brands to explore alternative channels such as private messaging platforms and streaming services. The report suggests that marketers focus more on engaging parents and building controlled brand environments. 

Demand for clarity increases 

The rapid growth of AI-generated content is raising questions about authenticity and trust. According to the report, 85% of consumers believe human-created work holds more meaning, while 78% want clear labelling of AI-generated material. 

As audiences struggle to distinguish between human and AI-generated content, transparency is becoming a priority, particularly in sensitive sectors such as healthcare, law and politics. At the same time, some consumers acknowledge AI’s role in improving the scale and variety of creative output. 

“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. Brands that forge emotional connections will thrive, but must navigate rising scrutiny on technology, authenticity, and trust to make a meaningful impact,” says Stephanie Siew, Senior Research Executive at WARC.