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This year’s biggest brand risk? Losing consumer trust. Our 2026 US Consumer trends report reveals how trust is shaping spending, brand switching, and expectations across every sector. Download the full report to learn how this impacts your business.
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Attest’s 6th annual Consumer trends report uncovers how trust is driving – or derailing – decisions in 2026. From cautious spending and climate fatigue to AI anxiety and subscription bloat, we map the key shifts in behavior and sentiment, with guidance for researchers and marketers navigating a more selective, values-led consumer mindset.
Half of US consumers describe their spending as cautious. Brand loyalty is eroding, with 77% likely to switch to cheaper brands. Trust is now the deciding factor — and even the most optimistic consumers won’t spend without it.
Shrinkflation, surprise fees, and sneaky auto-renewals are taking their toll: 79% of shoppers respond negatively to shrinkflation, 70% leave or lose trust after an unexpected bank charge, and nearly 60% have been auto-renewed into a subscription without consent. In 2026, even small breaches of trust can lead to brand abandonment.
of Americans feel negatively towards the government
are worried about inflation in 2026
of shoppers are spending cautiously
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