More than half of global consumers (54%) only buy from brands they fully trust, as rising costs, AI and growing uncertainty reshape expectations of businesses, reveals new research, with findings raising wider questions about corporate reputation, ethical leadership and the importance of earning trust both inside and outside the workplace.
More than half of consumers (54%) will only purchase products or services from companies and brands they completely trust, according to new global research from Euromonitor International, signalling the growing importance of credibility and reliability in an increasingly uncertain world. The findings, published in Euromonitor International’s Top Global Consumer Trends 2027 report, reveal that people are becoming more selective about the brands they support, more cautious about artificial intelligence and increasingly focused on products, services and experiences that deliver immediate, tangible value.
Some 72% of consumers are concerned about rising prices for everyday goods, while 56% thoroughly research products and services before making purchases. Meanwhile, although 81% use generative AI to assist with daily activities, only 19% consider it an extremely trustworthy source of shopping information. Financial insecurity is another major concern, with just 26% reporting that they have money available to cover an unexpected emergency.
TRUST & TRANSPARENCY VITAL
The findings suggest that trust, transparency and control are becoming increasingly important factors in purchasing decisions, as consumers seek reassurance in a world shaped by economic volatility, technological change and uncertainty about the future. However, the implications extend beyond consumer spending. Many of the people evaluating brands as customers are also employees, job applicants and potential future recruits. Their expectations of how organisations behave – including honesty, fairness, inclusion and accountability – can influence wider perceptions of corporate reputation.
The findings come amid broader concerns about trust in business leadership. Recent research revealed that just 24% of people globally regard business leaders as trustworthy, while only 23% trust AI chatbots. Although the studies examine different aspects of trust, both highlight the challenges organisations face in maintaining credibility as economic, technological and social pressures intensify.
“Consumers are no longer simply buying products or services; they’re looking for confidence,” stated Ali Angus, Head of Innovation at Euromonitor International. “Whether it’s trust in a brand, confidence in AI, belonging within a community or balance in their own lives, people are increasingly gravitating towards choices that feel dependable and within their control.”
FIVE TRENDS SHAPING CONSUMER BEHAVIOUR
The report identifies five trends expected to shape consumer behaviour in 2027.
1. SHELF ASSURED: TRUST AND RELIABILITY BECOME THE NEW VALUE
As rising living costs, supply disruptions and service failures become familiar challenges, consumers are placing greater importance on businesses they can depend on. Euromonitor’s Shelf Assured trend highlights a shift towards reliability, consistency and affordability, with people increasingly questioning whether products will remain available, perform as expected and maintain their value over time.
According to the report, 72% are concerned about rising prices for everyday products, while 54% only purchase from companies and brands they completely trust. More than half (56%) thoroughly research products and services before buying, while one in three prefer purchasing fewer products of higher quality. The findings suggest that consumers are becoming more deliberate about spending decisions, particularly when choosing products they expect to use regularly. Some are repairing rather than replacing items, purchasing fewer products and prioritising brands with a proven track record of reliability.
The research also highlights how stock shortages, changes in product formulations, shrinking packaging sizes and service disruptions can undermine consumer confidence. For businesses, this means reputation increasingly depends on consistent delivery rather than marketing promises alone. The importance of honesty and authenticity in consumer relationships is not new.
Past research found that 41% of consumers had stopped using or reduced their use of an online brand because of poor reputation or malpractice. The 2020 study, conducted by Brands2Life, also highlighted concerns about customer service, privacy, unfair treatment of workers and suppliers, and the wider social responsibilities of businesses.
The latest Euromonitor findings reinforce the importance of trust as a commercial consideration, particularly when customers are under pressure to make their money go further. For companies, credibility increasingly depends on what consumers experience rather than simply what brands communicate.
2. RELUCTANT RELIANCE: CONSUMERS USE AI BUT REMAIN SCEPTICAL
Artificial intelligence is becoming part of everyday life, but growing adoption does not necessarily mean consumers trust the technology. Euromonitor’s Reluctant Reliance trend reveals a significant gap between the use of generative AI and confidence in the information it provides. According to the report, 81% of consumers use generative AI to assist with daily activities, up from 71% in 2025. However, only 19% consider it an extremely trustworthy source of shopping information, while just 12% regard it as extremely trustworthy for health information and advice.
Despite these concerns, AI is rapidly becoming embedded in the shopping journey. Euromonitor found that AI-generated referrals to retail websites increased by 376% between January 2025 and July 2026, based on its Digital Shopper analysis of a panel of 7.7 million AI users worldwide. In July 2026, beauty and personal care accounted for 45% of AI-generated referral traffic to fast-moving consumer goods retail product pages. Consumers increasingly use AI to compare products, evaluate alternatives and summarise reviews. However, confidence weakens when technology moves beyond providing assistance towards making decisions on people’s behalf.
The report identifies concerns about misinformation, privacy, environmental impacts and the potential loss of human control. For businesses, the challenge is ensuring AI systems remain useful, transparent and accountable, particularly when they influence purchasing decisions, personal information or health-related choices. These concerns reflect wider questions about responsible AI governance.
As previously reported, organisations with strong trustworthy AI practices are 15 times more likely to report strong returns on their AI investments. The research, from SAS and IDC, found that 62% of organisations investing strongly in trustworthy AI reported high returns, compared with just 4% of those lagging behind. Although focused on business AI investment rather than consumer shopping behaviour, the findings highlight the commercial importance of governance, explainability, data quality and accountability. Transparency is also becoming increasingly important within workplaces.
Separate research revealed that four in 10 employees believe their CEOs have not been sufficiently transparent about how AI will affect their jobs and career opportunities. Together, these studies highlight a common challenge: people may embrace the practical benefits of AI while remaining uncertain about its reliability, consequences and the extent to which they retain control. For businesses, earning trust will require making AI genuinely useful while ensuring consumers and employees understand how decisions are made and when human judgement remains essential.
3. PEER POWERED: COMMUNITIES BECOME THE NEW INFLUENCERS
As confidence in institutions and digital information faces increasing pressure, consumers are turning towards personal relationships and communities for reassurance and recommendations. Euromonitor’s Peer Powered trend reflects a growing desire for belonging, authentic relationships and shared values. The findings reveal that 72% of consumers trust recommendations from friends and family when making purchasing decisions. Nearly half (49%) consider active participation in a community important, while 34% expect more everyday activities to return to in-person settings.
Meanwhile, 40% expect to become more active in their communities over the next five years. The report suggests that digital platforms have made it easier to connect with others, but those connections do not always deliver the sense of belonging or trust associated with personal relationships. As a result, consumers are increasingly valuing genuine community participation, shared experiences and opportunities for face-to-face interaction.
For brands, the shift creates opportunities to build meaningful relationships with communities rather than relying exclusively on conventional advertising or influencer campaigns. However, authenticity remains essential. Companies seeking to connect with communities must demonstrate a genuine understanding of their needs, experiences and values. Previous research revealed that nearly two-thirds of US consumers were likely to make an immediate purchase after seeing advertising they considered diverse. The study highlighted how inclusive representation can influence consumer engagement and purchasing decisions.
However, representation alone is not necessarily sufficient to establish credibility. In 2024, the Hispanic Marketing Council warned businesses against Latino Coating — the practice of using superficial cultural imagery or messaging without genuine engagement with Hispanic communities. The organisation urged brands to move beyond tokenistic marketing by investing in cultural understanding, authentic representation and sustained relationships.
Similarly, earlier research found that Gen Z consumers and Hispanic and Black parents were willing to abandon brands they considered disrespectful towards racial or cultural groups. While these studies examined different consumer populations and were conducted several years before Euromonitor’s latest research, they reinforce the importance of understanding people’s values rather than treating inclusion simply as a marketing exercise. For brands, the 2027 trend suggests that communities should be treated as meaningful relationships to nurture, not merely audiences to target.
4. MODE-SWITCHING: CONSUMERS REJECT CONSTANT PRODUCTIVITY PRESSURE
Growing expectations around productivity, self-improvement and personal performance are also reshaping consumer behaviour. Euromonitor’s Mode-Switching trend suggests that people are increasingly seeking a balance between achievement, recovery, enjoyment and wellbeing. Rather than constantly trying to optimise every aspect of their lives, consumers are becoming more selective about where they invest their time, money and energy. The report identifies pressure around performance as a significant concern, with around two in five consumers feeling pressure to remain productive.
Meanwhile, 69% are actively looking for ways to simplify their lives. Euromonitor also projects that global spending on wellbeing products and services will exceed US$2.8 trillion in 2027. The report describes how consumers are moving between periods of intense productivity, deliberate recovery and occasional indulgence. For example, some may carefully control everyday spending while allowing themselves occasional experiences or purchases that provide enjoyment. Others are choosing simpler activities, time away from digital demands or opportunities for personal reflection.
The trend reflects an evolving understanding of wellbeing, in which achievement is increasingly balanced against the importance of rest, emotional satisfaction and personal autonomy. The implications extend beyond consumer markets into workplace wellbeing and responsible leadership. Employees are also navigating financial uncertainty, technological change, heavier workloads and expectations to remain constantly productive.
For organisations, this raises questions about whether workplace cultures support balance and wellbeing or reinforce the pressures people are increasingly seeking to escape. Businesses developing products and services should also consider whether they genuinely help consumers simplify their lives or simply introduce new expectations around self-improvement and performance. However, the growing wellbeing market also presents ethical challenges. Companies should ensure health and wellbeing claims are supported by evidence and avoid exploiting consumers’ anxieties about productivity, appearance or personal performance.
5. FUTURE TENSE: FINANCIAL INSECURITY RESHAPES CONSUMER PRIORITIES
Perhaps one of the most significant findings concerns consumers’ declining confidence in the future. Euromonitor’s Future Tense trend highlights growing scepticism about traditional expectations that sacrificing today will deliver greater financial security tomorrow. Economic volatility, rising living costs and concerns about global instability are encouraging consumers to prioritise immediate, tangible benefits. The research reveals that only 26% have money available to cover an unexpected emergency, while 38% believe the world will become more dangerous over the next five years.
Meanwhile, 44% say they enjoy life without worrying about planning for the future, and around one in five report having a retirement savings account. The findings suggest that financial insecurity is reshaping how consumers evaluate risk, savings, long-term commitments and purchasing decisions. Some are prioritising immediate needs, flexibility and access to money rather than committing resources to distant goals. Others are seeking greater control over their circumstances through community participation, values-based spending or changes to their personal priorities.
Among respondents actively engaged in political or social issues, 30% deliberately purchase brands that reflect their beliefs. The report also found that 52% consider spiritual beliefs an important part of their lives, reflecting the different ways people seek meaning and reassurance amid uncertainty. For businesses, these findings have implications extending beyond affordability. Consumers may become increasingly reluctant to accept corporate promises about future sustainability, social impact or long-term value without seeing meaningful evidence of progress today.
This also reflects expectations emerging among investors. Earlier research identified AI, ESG, diversity and inclusion, and transparency as important considerations for investors. The study highlighted investor expectations around corporate values, governance and environmental commitments, underlining the importance of openness in building confidence. Although investors and consumers have different priorities, both groups have reasons to expect businesses to substantiate their claims and demonstrate credible value.
For brands and employers, the latest Euromonitor findings underline the importance of affordability, fair pay, clear pricing, financial wellbeing and long-term security. Organisations may increasingly need to demonstrate how their products, services and employment practices deliver meaningful benefits now, rather than relying solely on promises of future value.
WHY CONSUMER TRUST IS ALSO A WORKPLACE ISSUE
Although Euromonitor’s report focuses on consumer behaviour, the findings have broader implications for employers and corporate reputation. Consumers are also employees, jobseekers and potential future recruits. The expectations people bring to their purchasing decisions do not necessarily disappear when they evaluate an organisation as a place to work.
A company perceived as trustworthy, transparent and authentic by customers may also benefit from those qualities when attracting talent, building employee confidence and maintaining its reputation. Equally, questions about misleading claims, poor treatment of workers, inadequate transparency or superficial inclusion commitments can create reputational challenges extending beyond consumer relationships.
However, Euromonitor’s consumer research does not directly measure recruitment decisions or employee trust. The workplace implications are a broader consideration for business leaders, supported by separate employment research. For example, Fair Play Talks previously reported that declining transparency around diversity, equity and inclusion was associated with increased stigma and lower productivity among underrepresented groups of employees.
The Human Rights Campaign research highlighted the importance of consistent organisational commitments and the consequences employees may experience when confidence in workplace inclusion declines. This reinforces the need for companies to consider how their public values are reflected internally.
EMPLOYMENT PRACTICES & LEADERSHIP DECISIONS
A brand promoting diversity, community, wellbeing or ethical behaviour must also consider whether its employment practices, leadership decisions and workplace culture support those commitments. The same applies to artificial intelligence. Consumers may want greater transparency and control over how AI influences purchasing decisions, while employees want clarity about how the technology will affect their roles, careers and working lives.
For business leaders, these expectations point to the importance of consistency between what organisations promise externally and what employees experience internally. Trust should therefore be viewed not simply as a marketing concern, but as a wider organisational asset influencing customer loyalty, workforce confidence, recruitment, retention and corporate reputation.
WHAT RESPONSIBLE BUSINESSES SHOULD DO NEXT
Taken together, Euromonitor’s five trends point towards changing expectations of how organisations should behave. Trust is becoming increasingly important, but businesses cannot assume it will be earned through brand recognition, advertising campaigns or technological innovation alone. Companies need to demonstrate that their products, services, workplace practices and corporate behaviour are reliable, transparent and responsive to people’s needs.
Recommendations include:
1. Demonstrate reliability and consistency
Businesses should ensure their products and services deliver what they promise, while communicating clearly about pricing, availability, quality and changes that could affect consumers.
2. Make AI transparent and accountable
Organisations using AI to influence consumer choices or workplace decisions should explain how it works, provide appropriate safeguards and maintain meaningful human oversight.
3. Build authentic community relationships
Brands should invest in genuine engagement with communities, understand different cultural experiences and ensure public commitments are reflected in their actions throughout the year.
4. Align employer values with brand values
Businesses should ensure the commitments they communicate externally — including diversity, inclusion, wellbeing, sustainability and ethical conduct — are supported by workplace policies and leadership behaviour.
5. Recognise the importance of wellbeing
Products, services and workplace practices should help reduce unnecessary complexity and pressure rather than adding to consumers’ and employees’ existing demands.
6. Respond to financial vulnerability
Affordability, transparent pricing, fair pay and accessible products are likely to remain important as consumers and employees face uncertainty about their financial futures.
7. Back corporate commitments with evidence
Whether communicating about sustainability, inclusion, ethical sourcing or technological responsibility, companies should be able to substantiate their claims with credible information and measurable outcomes. These priorities reflect the wider importance of ethical decision-making.
As highlighted in Fair Play Talks’ Global Ethics Day 2026 coverage, businesses face growing pressure to examine how decisions are made, how people are treated and how leaders are held accountable. For organisations, earning trust should therefore be treated as more than a marketing objective. It is increasingly connected to governance, transparency, responsible leadership and everyday corporate behaviour.
TRUST WILL BE A DEFINING BUSINESS PRIORITY IN 2027
Euromonitor’s findings suggest that the relationship between consumers and businesses is becoming increasingly conditional. More than half of consumers only buy from brands they fully trust, while financial insecurity, AI scepticism and changing expectations around wellbeing and community are reshaping how people evaluate the organisations they engage with.
Consumers are still embracing technology, seeking new experiences and investing in products that improve their lives. However, they are also becoming more cautious about whom they trust, how they spend their money and whether companies can deliver the benefits they promise.
For businesses, the challenge is not simply attracting attention or encouraging purchases. It is demonstrating that they understand the pressures people face and can provide genuine value, reliability and reassurance. The same principles have implications for the workplace. Organisations depend on trust not only to attract customers, but also to recruit talented people, retain employees, build strong relationships with stakeholders and maintain confidence in their leadership.
A company cannot assume that its reputation as a consumer brand exists independently of how it treats its workforce, manages technology or fulfils its social and environmental commitments. As AI becomes more embedded in everyday decisions, and financial and social uncertainty continues to shape expectations, transparency and accountability are likely to become increasingly important competitive factors.
Ultimately, the businesses best positioned to earn trust in 2027 may not be those making the biggest promises, but those consistently demonstrating that their promises can be believed — by customers, employees and wider society alike.
Click here for the Euromonitor International’s Top Global Consumer Trends 2027 report.
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