What is value? Honesty, quality, and AI determine purchasing behavior in 2026

Are consumers leaving price considerations behind? Honesty, transparency, and quality are increasingly determining what is considered “valuable,” according to Capgemini, while AI is playing an increasingly central role in the purchasing process.

Honesty comes first

Years of inflation have sharpened price awareness, but at the same time broadened the definition of value. Price remains relevant, but consumers are increasingly weighing it against quality, reliability, emotional return, and the feeling of being treated fairly. This is evident from the report What matters to today’s consumer 2026 by the Capgemini Research Institute, based on a survey of 12,000 consumers in twelve countries.