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Fragile consumer sentiment drives spending towards small comforts amid financial and geopolitical strains

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5 months ago

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WARC

The WARC 2026 Consumer Trends report explores key issues influencing consumer purchase decisions across brands and categories

23 April 2026 – WARC has today released its 2026 Global Consumer Trends report exploring the key issues that will influence consumer purchase decisions across brands and categories over the next year.

Based on a comprehensive set of GWI surveys combined with WARC’s own research, case studies and analysis, the report focuses on five trends influencing brand selection, each examined through the lens of WARC’s proprietary GEISTE framework: consumers’ pivot to comfort consumption amid prolonged uncertainty, the rise of AI companionship, escalating restrictions to youth social media access, a reassessment of ‘Made in China’ brands, and the growing demand for authenticity and transparency in AI generated content.

Stephanie Siew, Senior Research Executive, WARC, says: “Consumer sentiment in 2026 remains fragile, shaped by financial pressures, geopolitical turbulence, and a growing need for escape, with spend shifting to small comforts that bring joy. Brands that forge emotional connections will thrive, but must navigate rising scrutiny on technology, authenticity, and trust to make a meaningful impact.”

“Our annual Consumer Trends report provides a broader view of the major issues confronting our industry from the perspective of consumers, with suggestions to help businesses create the most impact in the year ahead.”

The consumer trends that will shape spending decisions in the year ahead, identified by WARC are:

Uncertainty fuels comfort consumption: Nearly half (45%) of employed consumers are concerned about their job security. One third (33%) are either saving more or cutting back on expenses due to job market conditions

Ongoing macroeconomic turbulence, geopolitical conflict, and employment anxiety have created a sense of emotional and financial fatigue among consumers. Half (50%) of consumers view financial stress as the biggest contributor to their unhappiness.

Consumers are reacting to uncertainty by being more intentional with their money, channelling spending toward purchases that bring them joy at minimal cost, such as wellness and hobbies. While there is also a desire for travel, ongoing geopolitical conflict threatens to dampen this demand as safety concerns and potential fuel price increases impact affordability and destination choices.

To tap into consumers’ desire for accessible joy, marketers are recommended to explore ways to align brand offerings with these smaller comforts that consumers are prioritising.


AI redefines companionship: 1 in 10 consumers globally report having been in a relationship with an AI chatbot. 62% of users in these relationships say they are likely to turn to an AI chatbot rather than a human friend for personal advice

Consumers are increasingly using AI tools for social fulfilment including companionship and emotional support, which is redefining interpersonal relationships: 1 in 10 consumers globally report having been in a relationship with an AI chatbot. AI companions appeal to users by reducing loneliness and removing the complexities of human interaction.

This demand for frictionless connection is driving innovation across categories, such as AI-powered toys and companion devices designed to meet the emotional and safety needs of the elderly. Consumers are also becoming more trusting of AI as their relationships deepen.

Marketers must tread carefully when leveraging AI to engage with vulnerable populations – particularly younger demographics – and address potential safety and mental health risks.


Challenges to youth social media access: 64% of consumers believe social media is harmful to children. Half (51%) would support age verification for social media

Concerns around the potential harms of social media for teens and children, such as cyber bullying and exposure to harmful content, have escalated, triggering a wave of legislation and debate around social media bans for minors.

Restrictions on younger audiences pose challenges for marketers, as platforms play a growing role in Gen Alpha’s purchasing journey, from product discovery to reviews and style inspiration. Social media restrictions may redirect media investments toward alternative channels such as private messaging apps and family-friendly streaming services.

Brands should consider creating their own channels and community spaces to enhance content control and customer relationships. With tighter restrictions on reaching younger audiences, targeting parents as key decision-makers and prioritising child safety and transparency can build trust and offer a competitive edge. Influencer marketing must adapt with robust safety measures, regulatory compliance, and audience verification to ensure responsible engagement.


Reassessment of ‘Made in China’: 36% of consumers now recognise Chinese apps and tech products as “innovative”. 1 in 4 people globally now prefer to buy their personal electronics and smart devices from China, ranking it behind only the US and Japan

Chinese companies are moving beyond traditional manufacturing roles, establishing themselves as influential global players and focusing on building highly valued, emotionally resonant brands. Consequently, the “Made in China” low price perception is changing, particularly in the tech, automotive and personal lifestyle categories, although affordability remains a key association with Chinese-made products.

Marketers should focus on building trust through quality, technological innovation, and emotional connections to drive sustainable premium pricing, and should consider investing in deep local market insights, cultural nuances, regulatory frameworks and consumer behaviour to build authentic connections.

Legacy global brands can leverage established distribution channels, which present immediate barriers to entry for emerging competitors, and may be better positioned to cope with energy shortages compared to some Asian economies.


The promise and threat of AI in content: 85% of people say knowing an artwork is made by a human makes it more meaningful. 78% of consumers believe it is very or extremely important for AI-generated content to be clearly labelledThe flood of AI-generated content in digital spaces has sparked pushback from consumers over quality and ethical concerns. In entertainment sectors such as gaming, some fans are actively opposing the use of AI, forcing several developers to rethink their releases.

At the same time, a portion of consumers see potential for AI to improve creative quality. According to Billion Dollar Boy, around four in ten consumers believe AI has improved both the quality and diversity of creator content.

Authenticity and transparency remain top priorities for consumers as many already struggle to differentiate AI-generated from human-made content. Eight in ten (78%) demand clear labelling and disclosures when AI has been used, especially in high stakes contexts such as healthcare, politics, or law. They hold similar disclosure expectations for social media.

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Century Group Joins African Energy Week (AEW) 2026 as Floating Production Storage and Offloading (FPSO) Partner, Showcasing Regional Offshore Expansion

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30 minutes ago

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September 11, 2026

By

African Energy Chamber

The Nigerian FPSO operator will highlight its fleet capabilities, regional expansion plans and investment partnerships at African Energy Week 2026

JOHANNESBURG, South Africa, April 10, 2026/APO Group/ –Century Group has been confirmed as an Energy Infrastructure and FPSO Partner at African Energy Week (AEW) 2026 in Cape Town, reflecting its growing footprint as one of Nigeria’s leading indigenous offshore operators. The company’s participation underscores its expanding operational capacity, fleet strength and role in driving local content and infrastructure solutions across Africa.
 




 

Century Group’s operational strategy is evolving beyond traditional service provision toward asset ownership, infrastructure management and regional expansion. In October 2025, the company confirmed it is in ongoing discussions with South African partners about potential oil and gas infrastructure projects, highlighting its interest in deploying FPSO and midstream solutions into new regional markets.

This partnership highlights how African-led solutions are increasingly shaping the continent’s energy landscape

At AEW 2026, Century Group will showcase how indigenous operators can support offshore production stability, build local capacity and forge strategic investment partnerships. Its asset portfolio and regional collaborations reflect Nigeria’s evolving offshore landscape, where local operators are increasingly ensuring production continuity, reducing bottlenecks and connecting domestic output to export markets – capabilities central to discussions at AEW’s upstream and infrastructure sessions.

“At AEW 2026, Century Group will showcase not only its fleet capabilities but also its strategic vision for offshore infrastructure development,” said NJ Ayuk, Executive Chairman of the African Energy Chamber. “This partnership highlights how African-led solutions are increasingly shaping the continent’s energy landscape and how indigenous operators can bridge technical execution with regional growth opportunities.”

The company’s broader engagement in continental energy dialogues further underscores its strategic outlook. Century Group executives have advocated for deeper Africa‑Gulf partnerships, identifying Africa’s youthful demographics and growing energy demand as opportunities for joint investment and capability development in global energy markets.

These developments align with a wider shift in Nigeria’s energy ecosystem, where local capacity and policy reforms are boosting indigenous participation, enhancing competitiveness and unlocking private capital. Century Group’s trajectory – from managing FPSO/FSO infrastructure to cross-border expansion and strategic partnerships – reinforces its value as an FPSO partner for AEW and as a leader in Africa’s offshore energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

 




 

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Business

ES-KO Secures Five-Year Catering & Facilities Management Contract Renewal with TotalEnergies EP Congo

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31 minutes ago

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September 11, 2026

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The contract renewal has generated strong momentum, reinforcing alignment, confidence, and renewed energy as ES-KO moves forward into this next chapter alongside TotalEnergies EP Congo

POINTE-NOIRE, Congo (Republic of the), April 10, 2026/APO Group/ –In mid-March, ES-KO (www.ES-KO.com) marked an important milestone in Congo with the renewal of its catering and housekeeping contract with TotalEnergies EP Congo for an additional five years. Awarded following a full tendering process, the renewal affirms ES-KO’s competitiveness, reliability, and operational excellence.
 




 
Download Brochure: https://apo-opa.co/4spz8K0

During the on-site visit, Beatrice Falsetti, ES-KO Operations Manager, and Olivier Guigon, ES-KO Congo General Manager, met with TotalEnergies EP Congo representatives to officially launch this new phase of collaboration. Discussions focused on future priorities, including continuous operational improvement, service quality, and initiatives to further strengthen coordination across sites.

The visit also included a trip offshore to Likouf, one of TotalEnergies EP Congo’s key production sites. Located 75 km off the coast of the Republic of Congo, Likouf is a massive floating production unit (FPU), roughly the size of two football fields and weighing around 80,000 tonnes. Operating 24/7, it is a fully self-contained industrial and living environment.

Likouf is also notable for being the first fully electric FPU, designed to significantly reduce its environmental footprint. Its “all-electric” system provides the power required for operations while minimizing gas combustion, supporting more sustainable offshore production.

Operating in such a remote and high-tech environment presents unique logistical and operational challenges—from complex supply chain coordination to maintaining consistent service standards at sea. Personnel typically live on the platform for rotations of up to one month, making daily life onboard highly structured and repetitive. In this context, ES-KO’s catering and facilities management services play a key role in supporting well-being and morale, bringing comfort, variety, and moments of relief that help break the routine.

Back onshore, ES-KO management gathered at the office to share the news with in-house teams and personally congratulate them on their efforts and contribution to this achievement. The contract renewal has generated strong momentum, reinforcing alignment, confidence, and renewed energy as ES-KO moves forward into this next chapter alongside TotalEnergies EP Congo.

Earlier in February, ES-KO was awarded an HSSE Trophy by TotalEnergies EP Congo in recognition of its strong 2025 performance in health, safety, security, and environmental practices.

Distributed by APO Group on behalf of ES-KO.

 




 

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Ascott expands in Nairobi with new Citadines signing, reinforcing the city’s position as a regional hub

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34 minutes ago

on

September 11, 2026

By

Ascott

The signing reinforces Ascott’s commitment to expanding in high-potential urban markets and builds on its existing footprint in Kenya, where it currently operates Somerset Westview Nairobi, with additional properties in the pipeline

NAIROBI, Kenya, April 11, 2026/APO Group/ –The Ascott Limited (www.DiscoverASR.com), the wholly owned lodging business unit of Capital and Investment (CLI), has announced the signing of Citadines Westview Nairobi, a 160-key hotel located in the capital’s established Kilimani district. The new property will complement the existing 162-key Somerset Westview Nairobi serviced apartments, forming a strategic dual-brand offering that enhances Ascott’s ability to serve both short- and extended-stay demand across a broader range of traveller segments. Scheduled to open in the first quarter of 2028, Citadines Westview Nairobi is designed to cater to a growing mix of both corporate and leisure travellers as well as the meeting and conferences demand.

 




  

 

Reinforcing Nairobi’s Role as a Regional Business Hub
Nairobi continues to strengthen its position as a key regional business and investment hub, supported by growing corporate activity, infrastructure development and increasing international connectivity. This is driving sustained demand for high-quality, flexible accommodation that caters to both short-term and extended stays. The signing reinforces Ascott’s commitment to expanding in high-potential urban markets and builds on its existing footprint in Kenya, where it currently operates Somerset Westview Nairobi, with additional properties in the pipeline.

Nairobi is one of Africa’s most important commercial and lifestyle hubs, with strong fundamentals supporting continued growth in hospitality demand

Part of Ascott’s Broader Africa Growth Strategy
The Nairobi signing forms part of Ascott’s broader expansion across Africa, where the company has secured 10 signings over the past year. Once fully operational, these will expand its portfolio from two properties today to 23 properties with over 2,800 units across 10 cities in eight countries by 2028. In addition to Kenya, Ascott is growing its presence in key markets including Morocco, Nigeria and Ethiopia, where two properties are slated to open in Addis Ababa’s Bole district, further strengthening its footprint in East Africa.

Vincent Miccolis, Managing Director for Middle East, Africa and Türkiye, The Ascott Limited, said:
“Nairobi is one of Africa’s most important commercial and lifestyle hubs, with strong fundamentals supporting continued growth in hospitality demand. This signing reinforces our commitment to the Kenyan market and reflects our focus on expanding in cities where we see sustained demand from both business and leisure travellers. We are honoured to further strengthen our partnership with Britam on this development, bringing together strong institutional investment and Ascott’s global operating expertise. By introducing Citadines alongside Somerset, we are able to offer a broader range of accommodation options that cater to different guest segments, while maintaining the quality and flexibility that define our brands.”

Ambrose Dabani – CEO & Principal Officer Britam Holdings PLC, said: “This investment reflects our long-term confidence in Nairobi as a key economic and commercial hub in the region. We are focused on high-quality, resilient assets that deliver sustainable value over time. Partnering with Ascott allows us to combine strong real estate fundamentals with an experienced global operator, ensuring the development is well positioned to meet evolving demand for professionally managed accommodation in the market.”

Designed for Modern Urban Living
Citadines Westview Nairobi will offer a mix of well-balanced hotel rooms, studios and one-bedroom apartments, supported by a comprehensive range of amenities including food and beverage outlets, meeting and conferencing facilities, a swimming pool, and a fully equipped gymnasium. The F&B offering will complement the Somerset Westview Nairobi’s Jabu rooftop bar and La Mascotte restaurant, contributing to a more vibrant and integrated lifestyle destination within the development. Strategically located  adjacent to Somerset Westview Nairobi in the prime Kilimani district, the property offers seamless access to Nairobi’s key business hubs and lifestyle destinations, providing guests with the flexibility and convenience for a comfortable stay, whether travelling for business or leisure, on short or extended stays.

Distributed by APO Group on behalf of The Ascott Limited.

 

 




 

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