Five 2026 consumer trends you need to know

AI companions, social media concerns and 'comfort spending' are among key trends shaping consumer behaviour in 2026. WARC's Adi Kishore speaks to Stephanie Siew and GWI's Jason Mander about the big changes marketers need to know, based on WARC's 2026 Consumer Trends Report.

Guests:
Jason Mander, Chief Insight Officer, GWI
Stephanie Siew, Analyst, WARC
Adi Kishore, Insights Director, WARC

Chapters:
0:00 – Intro: WARC Podcast & 2026 Consumer Trends Report
2:03 – Permacrisis: Why Consumer Sentiment Is Fragmented in 2026
3:30 – Trend 1: Uncertainty Fuels Comfort Consumption & “Small Joys”
6:05 – Where Spend Is Shifting: Comfort Food, Streaming, Affordable Luxury
6:27 – Trend 2: AI Redefining Companionship and Emotional Connection
10:06 – Ethics, Safety & Vulnerable Users in AI Companionship
11:57 – Trend 3: Youth Social Media Restrictions & Digital Safety Backlash
13:49 – Influencer Marketing, Regulation & Reaching Gen Z Safely
16:16 – Trend 4: Reassessing “Made in China” & the Rise of Eastfluence
19:15 – Chinese & Asian Brands: Electronics, Beauty, EVs and Culture
20:37 – Trend 5: Generative AI in Content – Efficiency vs Authenticity
22:20 – Consumer Trust, AI Labeling and the Role of Human Creativity
24:15 – Balancing Innovation and Trust in 2026
24:55 – Action Points for CMOs: Where to Start With These 5 Trends

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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