Forrester’s Consumer Predictions For 2026

I wrote the theme to this year’s consumer predictions to the beat of Rihanna’s “We Found Love,” with the lyric “we found love in a hopeless place” particularly resonating. OK, the world isn’t hopeless, but the consumer landscape is marked by turbulence: tariffs threatening economic growth, geopolitical unrest, and the looming question of AI-driven existential questions.

This makes things seem a bit doom-and-gloom. Even as I write this blog post, weeks after our predictions have been locked in, the US government shutdown has been ongoing for a month, political turmoil in the Middle East continues, the World Health Organization’s mental health report paints a bleak picture, and a seemingly old-school heist at arguably the most famous museum in the world has stolen the headlines.

But amid this persistent and unsettling news feed lies another truth: Humans are resilient. People draw strength from connection, community, and consistency, especially during tumultuous times. As a result, consumers will crave connection in 2026 … and it’s going to look a little different than 2020! In 2026, connection-seeking won’t solely come from traditional sources, as consumers seek connections offline (over online) while making synthetic friends. Forrester predicts:

20% of Gen Zers and Gen Alphas will succumb to AI companions. Consumers are getting personal with AI, and younger consumers will increasingly turn to genAI platforms for connection in 2026. Popular apps like ChatGPT already create compelling personalities. But dangerous missteps will happen if companies aren’t responsible with it. Younger consumers gravitate to connections that are always-on, always private, and always nonjudgmental. And AI companions, on their surface, will reliably satisfy these needs. But at what cost? Expect mental health and privacy concerns due to AI addition to overshadow those of social media in 2026.
A third of consumers will opt for offline (over online) brand experiences. In-person is coming back. According to Forrester’s Consumer Pulse Surveys, “I plan on doing more in-person shopping in general” during the winter holiday shopping season is up seven percentage points in 2025 compared to 2023. And brands are betting big on in-person experiences, too: Starbucks plans to phase out its drive-thru and mobile-only stores in 2026, and TikTok is adding a feature that enables college students to meet up “in real life” as a few examples. No, digital experiences aren’t going away, but consumers will choose to disconnect online in order to connect offline.
AI glasses will kick-start the AI wearables race, with 10% of consumers trialing them. Your closet might soon be filled with AI-enabled fashion items: pendants, rings, bracelets … but first up in 2026? AI glasses. Currently, 6% of US online adults indicate that they use smart glasses (versus 4% in the UK and 3% in Australia). In the new year, we predict that this number will double as AI assistants heat up — enabling connections based on context, including live translations, navigation, and hands-free recording. While Meta’s AI glasses have led the race these last couple of years, the global market will get crowded in 2026 with Google’s partnership with Warby Parker and Gentle Monster, Alibaba’s release of Quark, and Amazon’s plan to roll out AI glasses in late 2026 or early 2027.

Read all five of Forrester’s consumer predictions in our report, Predictions 2026: Consumers, and learn what they mean for your own consumer base. Then, set up a Forrester guidance session with me to discuss how to apply these predictions and best practices to stay ahead in the coming year.

If you aren’t yet a Forrester client, you can download our complimentary Predictions guide on B2C marketing and customer experience, which covers more of our top predictions for 2026. Find additional complimentary resources, including webinars, on the Predictions 2026 hub.