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1、2026 US consumer trends reportThe trust deficit2Introduction Trust is in short supply.From the food on our plates to the information in our feeds,US consumers are increasingly asking:who can I rely on?In 2026,this question is influencing how people shop,spend,choose brands and how they respond to th

2、e institutions and companies around them.In recent years,rising costs,corporate scandals,and political instability have fuelled a collective sense of caution.That caution is now crystallizing into something more entrenched:a widespread trust recession.Its no longer just about belt-tightening or shor

3、t-term reactions to crisis consumer habits are being reshaped by deeper concerns about fairness,transparency,and integrity.People arent just demanding better prices;theyre demanding proof that brands and institutions are on their side.This report explores how that erosion of trust is reshaping the c

4、onsumer landscape.Drawing on a nationally representative survey of 2,000 working-age US consumers collected in late 2025,we examine whats driving changes in spending behavior,how trust is evolving across sectors,and what it all means for brands in the food and drink,financial services,and subscripti

5、on industries.We also explore the ways trust or the absence of it is influencing attitudes toward new technologies,sustainability,and social values.As a new year looms and economic uncertainty remains high,this years insights offer a vital read on what US consumers want,what theyre wary of,and how b

6、rands can rebuild trust where its been lost.Because in 2026,trust isnt just a brand value its the deciding factor.Todd Latham CEO,AttestMethodologyThis report draws on four nationally representative surveys of 2,000 working-age adults in the US,conducted on the Attest platform between 1720 November