What Shoppers Really Want in 2026
SheSpeaks’ Aliza Freud and Pathformance’s Elizabeth Johnson unpack the shifting consumer mindset and what it means for brands in the year ahead.
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Shoppers are heading into 2026 feeling cautious, value-driven and increasingly selective about where every dollar goes. In this conversation, SheSpeaks founder and CEO Aliza Freud and Pathformance founder and CEO Elizabeth Johnson join Lisa Johnston, editorial director of the Path to Purchase Institute, to discuss findings from the SheSpeaks 2026 Prediction Study and how brands should respond.
Watch to learn:
- Why anxiety and uncertainty are becoming dominant emotions heading into 2026 (and what that means for demand).
- How shoppers are weighing price, promotion and product quality as their top decision drivers.
- Common mistakes brands make in “pullback years."
- What separates outperformers.
- The signals that matter most next year.
- How influencer content is evolving — and what distinguishes creator posts that truly convert.
- Why authenticity, smart calls-to-action and strategic alignment between creator tone and brand message determine performance.
- The one “New Year’s resolution” every brand should commit to in 2026.
