Brand trust is on the line in 2026
This year’s biggest brand risk? Losing consumer trust. Our 2026 UK 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.
The 2026 UK Consumer trends report
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.
Consumers are cautious — and more selective than ever
Half of UK consumers describe their spending as cautious. Brand loyalty is eroding, with 72% likely to switch to cheaper brands. Trust is now the deciding factor — and even the most optimistic consumers won’t spend without it.
Consumers are ditching brands over broken trust
Shrinkflation, surprise fees, and sneaky auto-renewals are taking their toll: 84% of shoppers respond negatively to shrinkflation, 71% leave or lose trust after an unexpected bank charge, and 55% have been auto-renewed into subscriptions without consent. In 2026, even small breaches of trust can lead to brand abandonment.
