Across both developed and developing economies, people are growing uneasy about the future. In every country surveyed, more people believe global political tensions will slow their nation’s economic growth than believe they won’t. That worry is strongest in developed markets, where half of consumers now expect growth to weaken—more than double the share in developing countries.
Since mid-2025, confidence in many wealthy economies has steadily declined. In countries like France, Germany, the UK, and the United States, more people now fear rising unemployment or even an economic downturn. Meanwhile, consumers in Japan, Brazil, and China are feeling more hopeful, with many expecting better times ahead.
This sharp divide in outlook makes the global consumer landscape more complicated than ever. And it’s not just economics at play. New technology, shifting priorities, and deeply human habits are all shaping how people shop.
Why people expect to spend more
Whether they feel optimistic or worried, most consumers say they expect to spend more in the coming months. But this is not because they want to - it’s because they feel they have no choice. Inflation is the main driver.
In developed countries, 84% of consumers say higher prices are forcing them to spend more, compared with 70% in developing markets. This pressure is being felt across almost every product and service category.
Still, there are exceptions. In wealthy countries, people plan to cut back on things like alcohol, clothing, ready-made meals, and packaged snacks. In Brazil, alcohol is also the main category where shoppers expect to pull back.
What really shapes buying decisions
Today’s purchase decisions are shaped by far more than just price.
AI is becoming a shopping companion.
The use of generative AI has surged by 50% since early 2025. More people are now using it to compare brands and choose products, almost as often as they use it for work. In fast-growing digital markets like India, nearly two-thirds of consumers now rely on AI in some way while shopping.
People are forced to make tradeoffs.
Many consumers care about issues like sustainability—but that doesn’t always show up in what they buy. For example, 71% of people worry about environmental impact when it comes to cars, yet only 8% are willing to pay more for a greener option. This “say-do gap” hasn’t changed much in years, which shows how hard it is for people to act on their values when cost and convenience get in the way.
Habits still rule.
Even though more than half of consumers say they’re open to trying new brands, over 80% end up buying what they already know. Familiarity and comfort still have a powerful grip, even in a world full of choices.
What this means for businesses
Consumers today are under pressure—from inflation and global instability to rapid technological change and tough personal tradeoffs. That makes understanding their mindset more important than ever.
Companies need to step back and look at the big picture: what’s driving spending in each market, where risks are rising, and where growth is still possible.
They also need to show up where people are now shopping—inside AI tools. As more consumers rely on AI to compare and decide, brands must ensure their information is clear, trustworthy, and easy for AI systems to use.
Breaking tradeoffs is another major opportunity. If sustainable or ethical options can be made just as affordable and simple as conventional ones, more people will act on what they already say they care about.
And finally, brands must work harder to build meaningful connections. By delivering consistent, helpful, and engaging experiences across every touchpoint, companies can slowly change habits and earn long-term loyalty.
In a world shaped by geopolitical tensions, inflation, climate concerns, and fast-moving technology, both consumers and businesses are navigating unfamiliar territory. The brands that succeed will be the ones that truly understand how people think, how they shop, and what they need right now—and meet them exactly where they are.
