Global Consumer Trends 2027: trust, transparency and control take centre stage

Economic Anxiety Drives Consumer Desire for Control, Study Shows

Rain's 2026 Consumer Landscape study of US adults finds that economic anxiety is making consumers more deliberate about spending, with control shaping decisions. Only 58% feel in control of their finances, dropping to 50% for households under $100K. While 68% are more cautious, 69% still spend on small indulgences, and 73% cut back in one area to splurge in another. Wellness routines and GLP-1 usage reflect this desire for control, especially among millennials. Consumers over 55 prioritize independence and health, with 97% valuing choice. The study suggests brands should offer practical tools for autonomy rather than merely promising outcomes.