Trust, transparency and control to take centre stage in 2027

Euromonitor International’s Top Global Consumer Trends 2027 report finds consumers seeking greater control as uncertainty reshapes consumer behaviour. 

It notes that people are looking for balance and control in a world they don’t expect to be certain. Across markets, they are placing greater value on reliability, transparency, community and immediate, tangible benefits. 

“Consumers are no longer simply buying products or services; they’re looking for confidence,” says Ali Angus, Head of Innovation at Euromonitor International.  

“Whether it’s trust in a brand, confidence in AI, belonging within a community or balance in their own lives, people are increasingly gravitating towards choices that feel dependable and within their control.” 

The report identifies five trends Euromonitor believes will shape consumer behaviour in 2027: 

Shelf Assured 

Reliability is becoming the new value proposition. As rising costs and disruption become part of everyday life, consumers increasingly favour brands they trust to remain available, consistent and affordable. More than half only buy from brands they trust completely, while 72% worry about rising prices. 

Reluctant Reliance 

Consumers want AI’s assistance, but not its authority. GenAI adoption continues to surge, yet trust remains limited. While 81% use GenAI to assist with daily activities, only 19% see it as a highly trustworthy source of shopping information. 

Peer Powered 

Communities are becoming the new influencers. As trust in institutions and online content weakens, consumers increasingly rely on friends, family and like-minded groups to shape what they buy and who they trust. Nearly three-quarters trust recommendations from friends and family when making purchases. 

Mode-Switching 

The age of relentless self-improvement is giving way to selective optimisation. Consumers are increasingly balancing productivity and self-improvement with recovery, enjoyment and wellbeing. While 42% feel under constant pressure to get things done, 69% are actively looking for ways to simplify their lives, reflecting a growing desire to balance achievement with wellbeing. 

Future Tense 

Consumers are becoming increasingly sceptical about the future. As confidence in traditional milestones weakens, people favour immediate value and tangible outcomes over promises that may never materialise. Only one in five consumers has a retirement savings account, while 38% believe the world will become more dangerous within five years. People increasingly favour immediate, tangible value over long-term promises. 

Comments Euromonitor: “Consumers are becoming increasingly selective about where they place their trust, cautious about what they buy and demanding of the value brands provide. In 2027, the brands that succeed will be those that help consumers navigate uncertainty with confidence.”