Capgemini Research Institute maps a shift where emotional comfort matters as much as affordability

Dreen Yang explains why fairness, small indulgences, and cautious trust in AI are shaping consumer behaviour in 2026, based on findings from the latest Capgemini research

As financial pressure continues to shape household decisions, consumer behaviour in 2026 is being defined by a careful balance between restraint and emotional relief. According to the latest findings from Capgemini Research Institute, shoppers are becoming more deliberate about everyday spending while still allowing room for small indulgences that provide comfort and a sense of control.
The research highlights fairness as the new foundation of consumer value. Price transparency and honest communication have become critical to brand credibility, with a large majority of consumers indicating they would switch brands if they encounter price irregularities, unannounced reductions in pack size, or perceived shrinkflation. For many, a clear and modest price increase is viewed as more acceptable than subtle downsizing or quality changes without explanation.

At the same time, the study shows that emotional considerations now sit alongside practicality in purchase decisions. Around seven in ten consumers report treating themselves to small indulgences as a way to cope with financial uncertainty. While spending on essentials is closely monitored, these limited discretionary purchases are seen as important for emotional wellbeing, reinforcing the idea that value is no longer measured by cost alone.
The findings also point to a nuanced relationship with brands. While consumers are increasingly opting for smaller quantities or cheaper alternatives to manage budgets, trust remains strong in categories where quality and performance are critical. Products such as electronics and baby care continue to command loyalty, even as private labels gain traction in other areas.

Speaking on the shift, Dreen Yang, Global Consumer Products and Retail Leader at Capgemini, said value today extends beyond price and quality to include fairness, transparency, and emotional connection. She noted that consumers expect brands to be clear, consistent, and responsible, particularly as technology plays a larger role in shaping shopping experiences.
Artificial intelligence is emerging as a trusted guide for many consumers, moving beyond its earlier role as a convenience tool. From personalised recommendations to conversational support through chatbots and virtual assistants, AI is increasingly embedded in the buying journey. However, the research reveals clear limits to this trust. Most consumers want greater transparency around how AI systems operate, how recommendations are generated, and how personal data is used.

Concerns around data privacy and disclosure remain high, with a strong preference for brands that explain AI driven decisions and clearly label AI generated content. Consumers also continue to value human assistance, especially during complex or high involvement purchases, indicating that technology alone is not enough to build lasting loyalty.
Overall, the report paints a picture of a more cautious yet emotionally aware consumer. As affordability concerns persist, brands are being judged not just on price, but on fairness, clarity, and the ability to combine digital efficiency with genuine human connection. In this evolving landscape, trust has become as important as value, and emotional comfort now plays a central role in how consumers choose where and how to spend.

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