Los Angeles, CA — January 14, 2026 — DISQO today released its annual Consumer Trends 2026 Report, exploring how economic pressure, evolving media consumption habits, and rising expectations for advertising relevance are redefining media effectiveness in 2026.
Based on a study of over 3,000 U.S. consumers, the report reveals a mindset defined by near-term anxiety paired with longer-term optimism; a combination influencing how consumers evaluate brands and their expectations around value, trust, and consistency.
As media channels proliferate, attention becomes more fragmented, and AI accelerates the targeting, bidding, and personalization of ads, consumers are applying these expectations more selectively, increasingly discerning about which messages earn their attention and influence their spending.
In response, marketers face mounting pressure to move beyond reach and placement, demonstrating the value of every dollar spent, measuring impact across audiences, channels, media partners, creative, placement, and frequency to make more informed data-driven decisions.
“Consumers are entering 2026 with less patience for noise and more sensitivity to relevance,” said Stephen Jepson, President of Media Effectiveness at DISQO. “What we see is that attention exists, but it has to be earned. Brands that win will be the ones that respect the consumer experience, invest in sophisticated brand measurement beyond surface metrics, and prove impact across the full journey to maximize the value of every dollar.”
Key Findings from the 2026 Consumer Trends Report Include:
Short-term pessimism with longer-term optimism
More than half of consumers feel negative about the direction of the world in 2026, yet sentiment improves when looking five years ahead, with optimism and neutrality increasing. This contrast suggests consumers are braced for near-term disruption while still believing improvement is possible over time.
Financial caution is reshaping spending behavior
Seventy-one percent of consumers say inflation is affecting them moderately, very, or extremely. While most report their personal finances are stable, spending intent reflects a defensive posture. Consumers plan to hold steady or increase spending on essentials like groceries and healthcare, while roughly four in ten expect to reduce spending in discretionary categories such as travel, dining out, and apparel.
Advertising’s paradox intensifies across channels
TV and social media remain the most influential channels for driving purchase, cited by 49% and 48% of consumers, respectively. At the same time, those same environments are also among the most likely to feel disruptive or intrusive. Consumers say ads earn attention when they help with discovery, feel relevant, entertain, or provide utility, reinforcing that effectiveness depends on experience, not exposure alone.
AI acceptance hinges on execution
Consumers remain largely undecided on brands using AI in advertising. Thirty-five percent report neutral sentiment, while positive and negative reactions are nearly evenly split. Nearly half of consumers say they recognize AI-generated ads when the tone feels less human or emotional, and 45% notice AI when voices or visuals sound computer-generated. Acceptance rises when AI enhances relevance without diminishing authenticity, clarity, or creativity.
Brand is built through experience
Sixty-one percent of consumers say their personal experience with a brand or product is the single biggest factor shaping brand perception, outweighing advertising, social media, or news coverage. Value, product quality, and trustworthy reputation rank as the top drivers of brand trust, underscoring that advertising works best when it reinforces experiences consumers already recognize as credible and consistent.
About the Report
DISQO’s Consumer Trends 2026 Report examines the consumer attitudes, behaviors, and expectations that influence brand success across key areas, including Economic Outlook, Personal Finances, The State of Advertising, Artificial Intelligence, TV and Streaming, and the Importance of Brand. The study was conducted in the fourth quarter of 2025 among three thousand US adults and weighted to reflect the US population across age, gender, and income.
The data for this report comes from a consumer study that DISQO conducted in the fourth quarter of 2025. We collected data from 3,000 US consumers. To ensure that the data was reflective of the US population, we set quotas for responses to match the gender, age, and income demographics.
Millions of people have opted in to share their brand experiences with DISQO, empowering clients to cultivate deep insights about their target audiences and to perform objective, person-level measurement of ad effectiveness on attitudes and digital behaviors.
About DISQO
DISQO is the most advanced platform for measuring how advertising works. We measure brand lift and performance incrementality across every media channel to power data-driven decisions. Trusted by 500+ of the world’s largest brands and 150+ agency and media partners, DISQO is redefining the power of measurement in advertising. Recognized by Inc., Deloitte, Ad Age, Digiday, Forbes, and Cynopsis, DISQO is shaping the future of marketing intelligence.
For more information on DISQO’s Brand Lift and Outcomes Lift solutions, visit disqo.com or follow @DISQO on LinkedIn.
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