Tomorrow's Cost-Conscious Consumers
Published 30 June 2026
Consumer sentiment is plummeting, troubled by price hikes, stagnant wages and geopolitical upheaval. The result is a wide-reaching recalibration in what people buy, and how they budget, save, and seek financial support. For brands, this atmosphere of financial uncertainty offers an opportunity to reassess what value means to tomorrow’s budget-aware consumer.
Global Tumult Stokes Personal Financial Upheaval
The New Spending & Value Equation
Strategies for Managing Budgetary Turbulence
The global economy, and with it consumer confidence, is in flux. Globally, 89% of economists expect economic growth to weaken between May 2026 and 2027, while 94% anticipate a rise in inflation (World Economic Forum, 2026). This precarity is already evident in consumer sentiment as people prioritise saving, trim spending, and brace for hard times ahead.
The global economy, and with it consumer confidence, is in flux. Globally, 89% of economists expect economic growth to weaken between May 2026 and 2027, while 94% anticipate a rise in inflation (World Economic Forum, 2026). This precarity is already evident in consumer sentiment as people prioritise saving, trim spending, and brace for hard times ahead.
While people are striving to cut back on discretionary expenses, skyrocketing costs for essentials means many are seeing their overall spending increase regardless. Consequently, people are embracing novel shopping behaviours, from adapting purchase frequency (aiming to side-step price hikes or avoid impulse buys) to crowdfunding for covering housing expenses.
Consumers are adopting a range of tactics to mitigate the effect of economic unrest on their finances. Spending less is a cornerstone, but people are also turning to buy now, pay later (BNPL) services, personal loans and flexible budgets to make ends meet. Meanwhile, some countries are alleviating taxes or boosting the minimum wage to help residents.
Tomorrow's Cost-Conscious Consumers
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Tomorrow's Cost-Conscious Consumers
Consumer sentiment is plummeting, troubled by price hikes, stagnant wages and geopolitical upheaval. The result is a wide-reaching recalibration in what people buy, and how they budget, save, and seek financial support. For brands, this atmosphere of financial uncertainty offers an opportunity to reassess what value...