2026 consumer behavior trends are reshaping how brands connect with customers. As expectations evolve faster than most teams can ship, people expect the experiences they receive from brands to be intuitive, intelligent, and deeply human. Brands that win won’t be the ones chasing trends. They’ll be the ones listening better, moving smarter, and designing every touchpoint with care.
This report breaks down the key behavioral shifts shaping the year ahead. Not fluff. Not futurecasting. Just the real trends — grounded in data — and what they mean for teams who want to build better, more connected customer experiences.
Trend 1: Worthwise
Loyalty is expanding — and brands need to catch up.
In 2026, value is measured in participation. Customers are engaging in more human, less visible ways — through feedback, community, referrals, content, and even low-friction behavior like not overwhelming support or returning products. But most loyalty programs are stuck in a transactional loop, rewarding spend instead of seeing the full picture.
Forward-thinking brands are rethinking loyalty as a multidimensional exchange — where contributions beyond the cart are recognized and rewarded. Because the most valuable customers aren’t always the ones spending the most. They’re the ones who feel seen.
How to act on it:
1. Earn loyalty fast: Most users never engage with the programs they sign up for. Reduce time-to-value with smart reminders, personalized reward nudges, and clear benefit callouts.
2. Deepen loyalty through recognition: Use gamified elements and milestone moments to build emotional connection and create a sense of real progress over time.
3. Spread loyalty through advocacy: 92% of consumers trust referrals over ads. Build programs that reward sharing, celebrating, and community connection.
Trend 2: Spontainment
In a hyper-optimized world, surprise is the new standout.
We track everything. Delivery times. Sleep scores. Steps. That obsession with predictability has left something behind: emotion. The hippocampus — the part of the brain that forms memories — thrives on the unexpected. And when something delights us out of nowhere, it sticks. In 2026, brands have a rare opportunity: to design for joy. Not through randomness, but through intentional, personalized surprise.
How to act on it:
1. Personalize like you mean it: Use AI and real-time data to build journeys that feel less like flows — and more like magic.
2. Orchestrate moments that matter: Focus on timing and emotional impact — creating moments that resonate beyond the inbox.
3. Let AI spark the unexpected: Train AI to find what resonates — then use it to surprise customers with the right kind of relevance at scale.
Want to know more? Download the full report here and explore the trends shaping the year ahead.
2026 Predictions: Consumer trends shaping the marketing landscape
Trend 3: Absurddities
When the internet gets louder, weird wins.
People now spend nearly 30% of their waking hours consuming online media. And in that scroll-heavy reality, the most effective way to cut through is often the most unexpected: absurdity. Brands are leaning into big, bold, wildly creative campaigns that create shared cultural moments. These bold activations aren’t random stunts — they’re rooted in cultural awareness and brand strategy.
In a fragmented digital landscape, these experiences become unifying moments of connection. But absurdity isn’t a one-size-fits-all tactic. The smartest brands use engagement data to know who to target — and when to go big.
How to act on it:
1. Build for virality: Align your engagement strategy with culture. Use humor, memes, and trends to spark attention — but ground them in your brand voice.
2. Blend digital and real-life: Geolocation, social moments, and immersive experiences can drive buzz and deepen brand connection.
3. Track the right signals: Watch share rates, social mentions, and user reactions to know what’s working — and where to scale it.
Trend 4: Buy:Because
Confidence is the new conversion.
Inflation, tariffs, and economic pressure are making every purchase feel riskier. People are thinking twice — or walking away entirely. 76% feel overwhelmed by too many choices. 85% abandon carts due to indecision. In 2026, the role of the brand is shifting. The goal isn’t to overwhelm with options — it’s to guide people toward confident decisions. With AI, brands are becoming decision partners — not just sellers. They’re narrowing options, previewing outcomes, and guiding users toward what actually fits. Reducing friction in decision-making means prioritizing clarity over volume.
The brands that win are focused on making customers feel sure — and making every step feel like a smart move.
How to act on it:
1. Recommend with context: Use data to deliver fewer, smarter suggestions — and explain why they’re right for that customer.
2. Preview the outcomes: Help people imagine the result. Think try-before-you-buy features, transparent reviews, or AI-powered previews.
3. Make every decision feel like a win: Shift your focus from product-first to reassurance-first — build trust into every step of the journey.
2026 isn’t just another year — it’s a turning point.
The brands that stand out will be the ones who truly understand their customers — not in segments, but as people. Emotionally tuned, context-aware, and driven by real value. Whether you’re crafting moments of delight, guiding smarter decisions, or showing up in culture with bold creativity, one thing’s clear: experience is everything. And the best experiences are built with care. These trends call for action — to rethink how we connect, engage, and grow.
Ready to meet the moment?
Step into the future with intention — not passively, but with a clear plan to lead.
Transform anticipation into action and lead the charge into a new era of marketing excellence.
→ If you want to know more, you can download the full report here.
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