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A new report from Euromonitor International reveals that consumers are increasingly placing trust in reliable brands and recommendations from people they know. According to the Euromonitor report, 72% of consumers are concerned about rising prices, and nearly three-quarters rely on recommendations from friends and family when making purchasing decisions.
The report highlights that while 81% of consumers use generative AI in their daily lives, only 19% consider it a highly trustworthy source for shopping advice. Ali Angus, Head of Innovation at Euromonitor International, noted that consumers are gravitating towards choices that feel dependable and within their control. "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," Angus said.
As reported by Scripps News, the report also points to growing uncertainty about the future, with consumers focusing more on immediate value rather than long-term promises. Only one in five consumers has a retirement savings account, and 38% believe the world will become more dangerous within five years.
The Euromonitor report identifies five trends shaping consumer behavior in 2027, including the increasing importance of reliability as a value proposition and the limited trust in AI despite its widespread use. Consumers are also showing a preference for community-based recommendations over institutional or online content.
For more insights, the full report is available on Euromonitor's website.