The 2026 Consumer Truth: People Aren’t Broke—They Just Refuse to Pay for Brand Premiums
In 2026, as the global economy continues its steady recovery, consumer behavior is undergoing a profound transformation. Despite rising disposable incomes worldwide (World Bank, 2025), an increasing number of shoppers are saying “no” to inflated brand markups. The issue isn’t a lack of money—it’s a growing unwillingness to pay extra simply for a logo. Consumers…










