Despite brands pouring resources into influencer campaigns and email blasts, a large majority of consumers now trust word-of-mouth and online search far more than these direct marketing efforts. This shift means consumers are increasingly discerning about information sources, seeking authenticity over promotional content. Brands must recognize that these emerging consumer trends shaping brand strategies 2026 demand a re-evaluation of engagement tactics.

Brands are investing heavily in direct digital marketing channels like influencers and newsletters, but consumers view these as the least trustworthy sources of information.

Based on current consumer sentiment, brands that fail to prioritize genuine ethical practices and foster organic, trusted communication channels appear likely to struggle in gaining consumer loyalty and market share by 2026.

More than one-third of Americans consider themselves environmentally conscious, according to provokeinsights. They demonstrate a clear preference for brands aligning with sustainability. Furthermore, a large majority of Americans are willing to pay more for brands that give back, as reported by provokeinsights. This willingness indicates a fundamental shift in consumer priorities, where values are becoming as important as, if not more important than, price or convenience.

The New Trust Economy: Where Consumers Seek Information

1. AI Adoption for Product Research

Best for: Brands targeting tech-savvy consumers or those seeking efficient product information.

Twenty-two percent of shoppers currently use AI search tools like ChatGPT for product research, with 30% of Millennials and 26% of Gen Zers showing the most interest in these tools. Shoppers find AI time-saving (32%) and convenient (31%), according to Salsify. This usage represents a significant shift in how consumers gather product information and impacts how brands need to present their offerings.

Strengths: Reaches engaged younger demographics, offers convenience and time-saving for users. | Limitations: Requires brands to adapt information presentation for AI search tools. | Price: N/A