Three Shifts Redefining How Americans Spend in 2026

In his latest Forbes Tech Council article, Resonate CEO Bryan Gernert argues that economic uncertainty is no longer a passing headwind. It is a permanent market condition reshaping how Americans spend and where they place their trust. Drawing on consumer intelligence across tens of millions of Americans, Gernert outlines three consequential shifts defining 2026: longer consideration cycles, zero tolerance for generic messaging, and a move from habit-driven to alignment-driven loyalty. For growth leaders, the implication is clear: predictive consumer intelligence is no longer a marketing tool. It is core strategic infrastructure. Read the full article here.