CONSUMER TRENDS
2026 Consumer Trends Research— Free Mini Decks for 15 Industries
Access Provoke Insights’ Winter 2026 Consumer Trends mini-reports, designed specifically for in-house marketers and insights teams. Each short, data-packed deck highlights how consumer attitudes and behaviors are shifting across 15 key industries. Download the reports to guide your 2026 brand, marketing, and innovation strategy.
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.
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.
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“This research is the property of Provoke Insights – a full-service market research and brand consultancy firm.”
Key insights from the 2026 consumer trends research include the following findings.
Environmental Consciousness
More than one-third of Americans consider themselves environmentally conscious, highlighting the growing importance of sustainability in consumer decision-making.
Willingness to Pay for Environmentally Conscious Brands
A large majority of Americans say they are willing to pay more for brands that give back, reflecting the increasing influence of purpose and social responsibility on purchasing behavior.
Category Comparison: Media Trustworthiness
Word of mouth is the most trusted information source among consumers, while online search also ranks highly and email newsletters and influencers are viewed as the least trustworthy.
Why Marketers Trust Provoke Insights
- 11 waves of national trend tracking
- Used by Fortune 500 brands, agencies, and insights teams
- Experts in brand, segmentation, and industry-specific research
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.