As 2026 approaches, trust is emerging as a key factor in consumer decisions. According to a report published by Attest, American consumers are going through a period of mistrust that is directly influencing how they shop, spend, and choose brands.
The study is based on four national surveys conducted between November 17 and 20, 2025, among 2,000 American adults.
Weakened trust
While 36% of consumers say they are optimistic about entering 2026, a larger proportion (40%) are less confident. Concerns remain dominated by inflation (53%) and the cost of living (50%).
Those aged 18–30 are more optimistic than those aged 50–67 (41% vs. 29%), which is reflected in their spending behavior. Nearly half of young adults say they spend without counting the cost. This mistrust is also reflected in an increase in brand switching. 77% of consumers say they are willing to switch to cheaper alternatives.
“The propensity to switch is closely linked to the level of trust placed in companies,” Attest points out.
Expectations of manufacturers are changing
Another strong signal concerns the role of companies in the public sphere. Only 22% of consumers now want professionals to stay out of social issues.
“Faced with eroding trust in institutions, some consumers are transferring their needs to companies.”
Expectations in terms of communication are also changing. While humor remains popular, it is declining, while educational (39%) and motivational (46%) content is gaining ground.
