Consumers Seek Trust and Simplicity in 2027
Euromonitor International's Top Global Consumer Trends 2027 report identifies five behaviour shifts shaping purchasing decisions next year.
Updated on Nov. 5, 2026 in Shopping — General
Live Poll
Do you trust the brands you buy from to stay reliable and affordable?
Euromonitor International released its Top Global Consumer Trends 2027 report, identifying five consumer behaviour trends expected to shape 2027. The findings draw on Passport, the firm's AI-powered market intelligence platform.
Why it matters
The report describes uncertainty as a permanent feature of daily life, with rising costs and disruption now part of everyday routines. Its projection is that brands succeeding in 2027 will be those that help consumers navigate uncertainty with confidence.
The report's figures come from Passport, Euromonitor International's AI-powered platform, with 81% of consumers using GenAI for daily tasks while only 19% rate it highly trustworthy for shopping information. Nearly three-quarters trust recommendations from friends and family, and 72% worry about rising prices. The extraction does not state the survey sample size or the markets covered by each statistic.
The players
Euromonitor International
Euromonitor International is a market research firm that publishes global consumer and industry analysis across dozens of categories.
The details
Euromonitor identifies a pattern of consumers who buy only from brands they fully trust, with more than half falling into this group. Many also feel constant pressure to get things done, and 38% believe the world will become more dangerous within five years.
Timeline
2027 is the year the identified consumer trends are expected to shape behaviour.
Culture Shift
The trust-in-brands and preference for friends and family recommendations over AI tools point to a broader turn toward personal and verified sources amid rising uncertainty. Euromonitor's own framing that uncertainty has become a permanent feature of daily life places these shopping habits within a longer-term societal shift toward simplicity and reassurance.
Shoppers who rely on recommendations from friends and family may find those trusted sources more influential than AI tools when choosing products. Households worried about rising prices may look for simpler buying routines and brands they already trust.
The takeaway
Consumers in 2027 are likely to reward brands that reduce friction and build confidence rather than those that add complexity. Shoppers can apply this by favouring brands they already trust and consulting people they know before major purchases.
Further reading
Explore more in Shopping — General for context on how consumers are changing their buying habits.
Source note: This article includes information reported by Bizcommunity.
Live Poll
Do you trust the brands you buy from to stay reliable and affordable?
