CONSUMER TRENDS

 

 

2026 Consumer Trends Research

Sustainability is rewriting the rules of business and redefining what it means to be a brand.

The Winter 2026 Consumer Trends Research, Provoke Insights uncovers how sustainability, purpose, and changing consumer values are transforming how Americans shop and who they trust. This 2026 consumer trends research study reveals that today’s consumers are informed, selective, and expect more. They want brands that act responsibly, deliver on promises, and make a real impact on the world around them.

Now in its eleventh wave, this nationally representative study surveyed 1,500 Americans to explore what drives shopping behavior and loyalty in today’s marketplace. Conducted by Provoke Insights, a leading market research and brand consultancy specializing in branding, advertising, media, and content marketing strategies, the study analyzes 15 industries including apparel, grocery, travel, non-profits, and furniture. 

The takeaway is clear. Sustainability is not a trend; it is a deciding factor in trust, loyalty, and long-term growth. Consumers reward brands that are transparent, authentic, and committed to sustainable practices. Those that fail to live up to these expectations risk losing relevance.

The Winter 2026 Trends Research Shows

• How sustainability shapes purchasing behavior and brand perception

• Which industries consumers believe are most and least sustainable

• How affordability, convenience, and conscience influence decisions

• What inspires true loyalty and lasting connections

Each of the 15 category-specific reports delivers fresh, easy-to-read insights designed to help marketers, advertisers, and strategists understand what truly matters to consumers today.

People are looking for more than just products. They want brands that align with their values, lead with integrity, and contribute to a better future. Provoke Insights’ Winter 2026 study gives brands the knowledge to connect meaningfully, strengthen trust, and grow responsibly. Download all 15 Winter 2026 Consumer Trends Reports to explore the latest insights on consumer behavior, purchasing trends, and the role of sustainability in shaping brand loyalty.

 

 

Willingness to Pay for Environmentally Conscious Brands

 

Category Comparison: Media Trustworthiness
Consumers are more inclined to trust word of mouth over online recommendations and reviews.

Have questions or need help applying these insights? Connect with our team—we’re here to help your brand grow. Learn more about our research services.