Consumer Compass
Q2 2026
A consumer landscape at a turning point
Drawing on insights from 4,500 consumers across the world, our Q2 2026 Global Consumer Compass report reveals how changing confidence, rising costs and evolving technology expectations are reshaping consumer behaviour.
In this edition, we unpack why falling confidence is becoming the new normal, where spending opportunities still exist, and how AI and self-service are transforming the customer experience. We also examine the growing gap between AI adoption and trust – and what brands can do to build confidence, deliver value and respond to changing consumer needs.
Brands’ success during periods of economic instability depends on their understanding of today’s consumers – and how they will behave tomorrow.
As in previous waves, this report includes feedback from 4,500 consumers across France, Italy, Germany, Spain, the Netherlands, the Nordics and the UK, alongside our second wave of tracking in the United States and Canada. It explores how consumers around the world are feeling and how this is influencing their spending habits.