Discover the most influential consumer trends shaping brand strategies
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Top 5 Consumer Trends: Key Insights for CMOs
Consumer trends and cultural relevance are the top brand investment goal for 51% of B2C leaders.
CMOs face ongoing disruption and uncertainty heading into 2026. Success requires more than market analysis—it demands a deep understanding of consumer values, sentiment, and generational attitudes.
Watch the Gartner 2026 Top U.S. Consumer & Cultural Trends webinar to:
- Identify 5 key consumer trends set to reshape brand strategies
- Understand the shifting values and expectations behind changing behaviors
- Learn how top brands are effectively adapting to these emerging challenges
About Consumer Trends
Consumer trends are reshaping how brands connect with audiences and how Chief Marketing Officers (CMOs) must approach strategy, creative, and communication. Today’s consumers are emerging from a period of economic uncertainty with heightened price sensitivity and a growing skepticism toward brand messaging. This “price paranoia” is prompting many to scrutinize value, seek transparency, and expect brands to reciprocate loyalty in meaningful ways. For CMOs, this environment demands a renewed focus on building trust through clear communication, stable pricing strategies, and customer-centric loyalty initiatives.
In this rapidly evolving marketplace, CMOs who stay attuned to these consumer trends, balancing trust, community, sustainability, innovation, and generational nuance, will be best positioned to create relevant, resilient brands that thrive amid ongoing change.
Consumer Trends FAQs
What is a consumer trend?
A consumer trend is a significant shift in behaviors, preferences, or expectations among individuals or groups, often shaped by changes in technology, economic conditions, and cultural influences. These trends reflect how consumers adapt to new realities, adopt emerging technologies, and respond to evolving societal values.
How to predict consumer trends?
Identifying consumer trends involves a multifaceted approach that includes analyzing data from market research, social media, and customer feedback.
Why do consumer trends change?
Consumer trends change because technology, economic conditions, and cultural values are always evolving. As people adapt to new tools, shifting financial realities, and societal influences, their preferences and behaviors naturally shift as well.