Confidence is rising, but caution still shapes consumer behaviour
Our latest Consumer Compass report is here
Drawing on insights from 4,500 consumers globally, our October 2026 Consumer Compass examines the disconnect between how consumers feel and how they spend, showing why stronger sentiment has not yet translated into greater willingness to part with money.
In this edition, we shine a spotlight on the changing health and wellbeing landscape, exploring where consumers turn for advice, the growing influence of brands and AI, the widening gap between healthy intentions and action, and attitudes towards GLP-1 medications. We also examine how brands can build trust, deliver credible support and become valued wellbeing partners.
Brands’ success during periods of economic instability depends on their understanding of today’s consumers – and how they will behave tomorrow.
Our quarterly Consumer Compass report explores how consumers are feeling, how those attitudes are shaping spending behaviour, and what brands need to understand about the growing importance of health and wellbeing in everyday decision-making.
The report is built on feedback from 4,500 consumers across nine markets: France, Italy, Germany, Spain, the Netherlands, the Nordics and the UK, as well as the United States and Canada.