Business / Luxury Brands
Track luxury brand strategy, premium consumer demand, global positioning and business shifts in the high-end market.
Changing Focus: How 2026 will be different for Global Influentials and Company Leaders
Summary
The Ipsos webinar presents insights into the behaviors and outlook of influential consumers and company leaders, focusing on their perspectives for 2026. The barometer data reveals that today's influential consumers have an average household income of approximately $172,000, providing them with financial insulation that allows for a unique engagement with market disruptions.
Influential consumers express significant concerns about global issues, including armed conflict and AI regulation, while showing a willingness to pay more for sustainable products. Their optimism for 2026 is reflected in their expectations for personal finances and spending, with many planning to increase expenditures across various categories.
A notable shift in perspective is observed as influential consumers feel more positive about macroeconomic factors compared to the previous year. This optimism is expected to influence their purchasing behaviors, particularly in the luxury market, where they are broadening their criteria for selection.
The engagement of influential consumers extends to social justice issues, with a significant majority expressing readiness to combat social injustice and expecting brands to take a stand. This reflects a more engaged consumer base that values alignment with personal values in their purchasing decisions.
Perspectives
Webinar insights on influential consumers and company leaders' outlook for 2026.
Influential Consumers
- Express concerns about global issues like armed conflict and AI regulation
- Show willingness to pay more for sustainable products
- Exhibit optimism for personal finances and spending in 2026
- Demonstrate readiness to combat social injustice and expect brands to engage
- Broaden criteria for luxury purchases beyond price and quality
Company Leaders
- Exhibit optimism for 2026 despite global uncertainties
- Use AI daily and expect increased budgets for AI technologies
- Acknowledge potential job displacement due to AI
- Recognize opportunities for new roles created by AI
- Focus on sustainability in business practices
Neutral / Shared
- Financial insulation allows influential consumers to navigate market disruptions differently
Metrics
household_income
$172,000 USD
average household income of influential consumers
This figure highlights the financial power of this consumer segment.
household income in all markets typically is around $172,000 in US dollars.
liquid_assets
$850,000 USD
mean liquid assets of influential consumers
Indicates the financial security and spending potential of this group.
they've also got a lot of mean liquid assets. You can see that there over $850,000 across all markets.
financial_decision_makers
66%
percentage of influencers with primary say in household financial decisions
Shows the influence this group has on financial decisions.
66% of these influencers, these consumers, have final or primary say in their household financial decisions.
liquid_assets_total
$115 trillion USD
total liquid assets controlled by influential consumers
Demonstrates the vast economic power held by this demographic.
they control the money, both at home and in business. They've got about $115 trillion in liquid assets.
income
$23 trillion USD
annual household income of the influential group
This income level provides significant market influence and purchasing power.
$23 trillion in annual household income
concern
87%
influential consumers concerned about armed conflict
High concern indicates potential shifts in consumer behavior and market demand.
87% of influential who are somewhat or very concerned about the impact of armed conflict
concern
67%
influential consumers focusing on AI regulation
This concern suggests a demand for regulatory frameworks in technology.
67% of influential thinking about AI and then how we need some laws around it
willingness_to_pay
77%
influential consumers willing to pay more for sustainable products
Indicates a strong market trend towards sustainability.
77% of influential is willing to pay more for brands that make sustainable products
Key entities
Timeline highlights
00:00–05:00
The Ipsos webinar discusses the behaviors and outlook of influential consumers and company leaders, focusing on their perspectives for 2026. The barometer data reveals that today's influential consumers have an average household income of approximately $172,000.
- The webinar features insights from Ipsos on the behaviors and outlook of influential consumers and company leaders, focusing on their perspectives for 2026. Justin Laborde, Vice President at Ipsos, introduces the session and outlines the agenda, which includes discussing the latest barometer data from their global influential study
- The barometer data, collected in December 2025 and January 2026, reveals the attitudes, values, and lifestyles of wealthy consumers, defined as those in the top 20% by income. Todays influential consumers control significant financial resources, with an average household income of approximately $172,000
05:00–10:00
The influential group possesses an annual household income of $23 trillion, enabling them to better navigate market disruptions compared to lower-income consumers. They express significant concerns about armed conflict and AI regulation, with a notable willingness to pay more for sustainable products.
- The influential group has a significant financial advantage, with an annual household income of $23 trillion, allowing them to navigate market disruptions more effectively than lower-income consumers. They express concern about armed conflict affecting global stability, with 87% highlighting its impact, and 67% focusing on the need for AI regulation
- Five major disruptions impacting the influential group include armed conflict, AI regulation, and a willingness to pay more for sustainable products. 77% of influential consumers are willing to pay a premium for brands that produce sustainable products, reflecting their environmental concerns
- Current global changes are categorized into predictable normal changes and an era of poly crisis, where multiple crises create compounded uncertainty. The influential group has developed coping mechanisms for these disruptions, following a psychological framework that includes alarm, information seeking, acceptance of disorder, and risk evaluation
10:00–15:00
Influential consumers are currently navigating a cycle of disruptions with a sense of optimism for 2026, driven by their financial insulation and past experiences. They consistently feel positive about their personal finances and family matters, a trend expected to continue into the future.
- Influentials are adept at managing a cycle of disruptions, which begins with alarm and stress, followed by information seeking, risk evaluation, and a path forward. This process reflects their experience in handling past challenges
- Despite ongoing disruptions, influential individuals exhibit a re-entrenched optimism for 2026, driven by financial insulation and their ability to navigate previous crises. They believe that once current situations stabilize, their positive outlook will return
- Historical data shows that influential individuals consistently feel positive about their personal finances and family matters. This trend is expected to continue into 2026, reflecting a stable sense of confidence
15:00–20:00
In 2026, a significant portion of Infolentials express optimism about their finances, with 67% of French and 60% of South Korean Infolentials feeling positive. Additionally, 69% believe their country's economy will improve, reflecting a shift in perspective from the previous year.
- In 2026, 67% of French Infolentials and 60% of South Korean Infolentials express optimism about their finances, indicating a notable shift in perspective. Additionally, 69% of Infolentials believe their countrys economy will improve, up from 56% who felt positively about 2025
- The perception of the global economy is improving, with 66% of Infolentials anticipating a positive outlook for 2026, despite ongoing geopolitical concerns. Over 80% describe their financial situation as comfortable or unstable, reflecting a lack of worry about individual finances
- Infolentials plan to increase spending in various categories over the next 12 months, with nearly half intending to spend more on food and groceries. There is also a growing confidence to make major purchases, suggesting a shift from day-to-day financial concerns to broader marketplace engagement
20:00–25:00
A significant majority of Infolentials, 81%, are prepared to actively combat social injustice, reflecting a shift towards a more engaged consumer base. Their optimism is expected to influence their purchasing behaviors, particularly in the luxury market, where they are broadening their criteria for selection.
- 81% of Infolentials are ready to actively fight social injustice, indicating a shift towards a more engaged consumer base. Nearly two-thirds see themselves as leaders on social issues, expecting brands to align with these values and take a stand on issues like racism and sexism
- The optimistic outlook among Infolentials is expected to influence their engagement in the marketplace in 2026. This optimism extends beyond financial stability to a broader engagement with social issues, affecting both small and large purchases
- Infolentials are broadening their criteria for purchasing luxury products, considering factors like personalization, experience, and craftsmanship. This shift reflects their optimistic sentiment, allowing them to evaluate a wider array of attributes when shopping
- 70% of Infolentials enjoy the personal attention they receive when purchasing luxury items, while 76% believe luxury is about the experience. Additionally, 78% choose timeless luxury items, indicating a strong preference for design and craftsmanship
25:00–30:00
Infolentials are increasingly prioritizing natural, organic, and sustainable options in their purchasing decisions, with 81% expressing a tendency to buy brands that reflect their personal values. The criteria for purchasing luxury items are evolving to become more multi-dimensional, with 80% of company leaders reporting positive experiences with AI.
- Infolentials are increasingly prioritizing natural, organic, and sustainable options in their purchasing decisions. 81% express a tendency to buy brands that reflect their personal values, while 78% are drawn to brands that align with their ambitions
- The criteria for purchasing luxury items are evolving to become more multi-dimensional. Infolentials are broadening their consideration set to include factors like personalization, experience, and craftsmanship, alongside price and quality
- 80% of company leaders report positive experiences with AI, indicating strong adoption in personal and work contexts. Many use AI daily, rating its usefulness highly on a 10-point scale