The ongoing Consumer Sentiment Study by Alter Agents, a strategic market research consultancy, determined that years of economic disruption, political instability and technological change have been reshaping how Americans shop, evaluate brands and make decisions.
As Alter Agents characterized it, a “trust recession” has emerged with consumers less optimistic about their futures and more inclined to spend time questioning recommendations, seeking reassurance and looking for proof before making purchase decisions.
The change in attitude toward shopping comes as consumers are changing their personal financial priorities, with 73% of those in the United States reducing nonessential spending, 42% postponing or canceling major life events and 34% cutting back even on essentials.
Consumers told Alter Agents that shopping today feels more stressful. In the study, Alter Agents noted, one in three consumers reported making deliberate shopping trade-offs such as switching to lower-priced brands or buying private-label items. Only 29% of consumers said they believe companies are open and honest about their business practices, and 28% believe companies are transparent with consumers
The study findings suggest consumers are becoming more pragmatic and trust-sensitive as shopping grows more cognitively demanding. Alter Agents attributed that to a combination of non-stop recommendations, fragmented information and skepticism around reviews, retailers and AI-generated content.
“Consumers are not reacting to a single crisis in isolation,” Rebecca Brooks, Alter Agents CEO, said. “They are navigating economic pressure, information overload, declining institutional trust and rapid technological change all at the same time. That combination is fundamentally changing how people evaluate products, brands and even the information surrounding them.”
Heather O’Shea, Alter Agents’ chief research officer, added. “We are seeing consumers move away from aspirational purchasing and toward more defensive decision-making. Consumers are looking for reassurance, transparency and confidence that they are making the right choice. For brands, the challenge is no longer simply reducing friction or accelerating conversion. It is helping people feel informed, supported and certain in an environment where trust feels harder to find.”
