What Are 2026’s Top Consumer Trends? Insights from OUTFRONT’s New Advertising Trends Report

February 17, 2026

For brands, knowing the consumer zeitgeist is critical to marketing success. Understanding the shifts in consumer behaviors, attitudes, and spending can make all the difference in the world.

That’s why OUTFRONT’s Advertising Trends Report is such a valuable resource for anyone who buys advertising. We steer brands and media buyers straight. Get your free copy now.

Over these next few weeks on the blog we’ll explore some of those critically important megatrends – knowledge of which will help marketers and media buyers better connect with their audiences and move them to action. Come back here in the coming weeks for the top media, AI, and IRL advertising trends. But first up, 2026’s top consumer trends

Top Consumer Trend #1: Losing Faith in a K-Shaped Economy

Consumers have lost their faith in an economy that’s gone K-shaped, seeing their own real wages rise just 0.8% while billionaire wealth grows 18%. The distribution of the stock market – 93% of which is owned by the top ten percent of earners and only 1% by the bottom fifty – also contributes to the inequality, not to mention a disconnect between topline economic indicators and the lived experience of most Americans. As a result of the wealth and income gap, there’s also a troubling spending trend: the top ten percent of earners are now responsible for more than 49% of the spending in the U.S. economy.
(SOURCES: UBS, BLS. Motley Fool, Moody’s Analytics)

Top Consumer Trend #2: A Loneliness and Stress Epidemic

A majority of Americans feel isolated at least some of the time, and 75% say there’s a lack of connection in our society. This poses a serious health risk. Loneliness correlates with more headaches, anxiety, fatigue, and depression. Compounding our loneliness is our stress levels, which 58% of Americans describe as moderate to severe, with the future of our nation and the economy as the top issues stressing us out. Americans are crying out for emotional support. 66% of Americans say they need more than they’re getting, and among lonely adults, that number rises to 93%.
(SOURCES: The Harris Poll/American Psychological Association, Gartner, Euromonitor)

Top Consumer Trend #3: The GLP-1 Gold Rush

A stunning one in eight Americans now takes a GLP-1 drug for weight loss. Those households represent 35% of CPG food and beverage sales. Drugs like Ozempic change the way people eat, on average consuming 40% fewer calories and spending 6% less on groceries, 9% less for high-income households. The biggest changes in shopping behavior are seen in the demand for savory snacks (-11%), sweet baked goods (-9%), and soft drinks (-7%).
(SOURCES: Gallup, NielsenIQ)

Top Consumer Trend #4: Back to Health and Wellness

AA majority of Americans across age groups agree that being healthy and fit is one of today’s biggest status symbols and embracing GLP-1s is only one way that is playing out. Fitness and wellness are the number one category for trade-up intent, with fresh produce and nutritional supplements showing double-digit net positive trade-up intent as well. On the other end of the spectrum, snacks, confectionery, and alcohol are showing the steepest drops in purchase intent.
(SOURCES: The New Consumer/Coefficient/Toluna, NielsenIQ)

Top Consumer Trend #5: Experience, But at What Cost?

Travel remains a top three spending priority for 42% of Americans. It’s something we’re willing to splurge on even if we have to cut back elsewhere to do it. Two thirds of travelers plan to incorporate at least one luxury or premium element into their next trip, with accommodations and dining being the most common. But even locally, there’s a +25 net intent to do more local activities, such as movie theaters, museums, theme parks, and sporting events. However, 61% have considered an activity and declined to participate due to the cost. Across the experience economy, from FIFA to music festivals, fans feel like they’re being priced out.
(SOURCES: Mintel, Integrated Insight)

Top Consumer Trend #6: Trust Is Non-Negotiable

Our desire to act in accordance with our values is in a constant tug-of-war with our pocketbooks. Our pocketbooks usually win, but there’s one value that remains non-negotiable: trust. 80% of Americans say they trust the brands they use and 95% say it’s critical to their purchase decisions. In recent years, the emerging trend has been less trust for the large institutions that dominate American society and more trust given to entities with a local presence that people can put a face on.
(SOURCES: Gartner, Edelman, NielsenIQ)

Those are the top consumer trends for 2026! Come back here next week as we dive into the top media trends for the year. And don’t forget to grab your copy of the full 2026 Advertising Trends Report. Download the full report here.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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