DISQO：2026年消费者趋势报告：影响品牌成功的态度、行为与期望（英文版）（31页）.pdf

1、CONSUMERTRENDS2 26Attitudes,behaviors,and expectations influencing brand success.SponsoredrunningbrandREPORTIntroduction2026 marks a genuine inflection point in how people engage with the world and with the brands vying for their attention.Even amid economic and cultural complexity,consumers arent c

2、losing off;theyre becoming more intentional,more selective,and more open to experiences that genuinely add value.A mindset reflects a steady shift toward practical optimism:believing that while the path isnt always smooth,progress is still possible.For marketers,this opens the door to a different ki

3、nd of growth.As channels evolve and digital behaviors diversify,the market is expanding in both reach and sophistication.Advertising is no longer judged on presence alone.Discovery,entertainment,and utility still matter,but they must show up in ways that feel coherent across touchpoints and respectf

4、ul of peoples time and intelligence.Fragmented journeys have sharpened expectations.Consumers increasingly expect brands to recognize them,remember them,and deliver consistent value wherever they show up.Artificial intelligence is accelerating this shift beneath the surface.What once felt experiment

5、al is quickly becoming core infrastructure for creative development,personalization,and decisioning.So while consumers are still forming their views about AI in media and advertising,they respond best when it deepens relevance without eroding transparency,warmth,or trust.That evolution raises the st

6、akes for marketers:it demands stronger first-party data strategies,disciplined incrementality testing,and thoughtful governance around AI-driven optimization to avoid over-reliance on platform-reported outcomes.In this context,brand becomes a stabilizing force and a long-term resilience strategy.Les