Retail Resiliency Survey 2026
Loyalty in Motion: How Trust and Brand Perception Are Evolving in Real-Time
The inaugural Retail Resiliency Survey from the Retail & Consumer Products team within FTI Consulting’s Strategic Communications segment examines how trust, loyalty, and purchasing decisions are impacted by brand perception, demonstration of corporate values, AI-generated content, and crisis response.
Developed to help retail and consumer brand leaders better understand how corporate actions impact real-time shifts in consumer behavior, the Retail Resiliency Survey provides a data-driven view into where potential risk is emerging.
Our survey of consumers across the United States, conducted in March 2026, puts data behind the dynamics many retail and consumer brands are already navigating: brand loyalty is becoming more fluid, more immediate, and more influenced by how companies behave and respond to challenges in real-time.
Executive Summary:
In 2026, retailers are operating in an environment where expectations are higher, reactions are faster, and brand perception is shaped across more touchpoints than ever before.
The data highlights three key dynamics.
Loyalty is becoming more conditional
Consumers, especially younger ones, are more willing to switch brands based on values.
Brand perception is being shaped in real time
Crisis response, employee treatment, and technology decisions are increasingly visible and impactful.
Discovery is expanding into AI-driven environments
Consumers are beginning to encounter and evaluate brands through AI-generated content, introducing a new layer of influence outside traditional channels.
Please contact us with questions and feedback on the report. Our Retail & Consumer team looks forward to being your solutions partner to tackle the challenges facing your brand.
