Dentsu: UK leads EMEA in consumer confidence

The report found that economic pressures continue to influence consumer decision-making across the region

Dentsu has released its Q2 2026 EMEA Consumer Navigator Report, revealing that consumers across Europe remain cautious about the economy while becoming more deliberate in both their spending habits and media consumption.

Based on surveys conducted in April 2026 across the UK, France, Germany, Italy and Spain, the research combines insights from consumer attitudes towards personal finances with changing patterns of engagement across entertainment, including live events, audio content, film, television and emerging formats such as micro-dramas.

Consumers prioritize value and trust

The report found that economic pressures continue to influence consumer decision-making across the region. However, rather than disengaging from spending altogether, many consumers are reassessing priorities and making more considered choices.

While overall economic sentiment remains largely negative, signs of optimism are beginning to emerge, particularly among younger consumers and in the UK. Consumers are increasingly focused on value, trust and purchases they perceive as meaningful.

Spending reductions were most evident in discretionary categories such as clothing, dining out and events. At the same time, shoppers are becoming more price-conscious in everyday purchases, with many switching brands or opting for lower-cost alternatives.

Financial confidence shows resilience

Despite concerns about the wider economy, personal financial outlooks appear more stable. Just over half of consumers reported being able to cover all essential expenses during the previous 30 days, while most expect their financial situation to remain stable or improve over the coming months.

The research also highlights notable differences between markets and generations. The UK emerged as the most optimistic market surveyed, while France and Italy recorded lower levels of confidence. Gen Z consumers were significantly more positive about future prospects than older age groups.

Even in a cautious environment, some spending categories continue to retain emotional importance, particularly holidays, experiences and specialist products that consumers view as worthwhile rewards.

Entertainment becomes an ecosystem

The report's entertainment analysis suggests consumers increasingly engage with entertainment through interconnected ecosystems rather than individual channels.

Sports fandom and live experiences were identified as major drivers of brand engagement, with audiences drawn by community participation, competition and shared experiences. The research found that incentives such as discounts and early access can further strengthen engagement.

Live events also create value beyond the initial experience, with audiences extending their involvement through merchandise, concert films, influencers and online communities.

Audio and entertainment partnerships gain influence

Podcast and radio hosts are becoming increasingly influential in shaping consumer perceptions of brands. Many respondents said endorsements or recommendations from trusted hosts affect how they view companies and products.

The report also found that partnerships with entertainment properties, celebrities and popular franchises can positively influence brand awareness, consideration and purchase intent, particularly among younger consumers.

Micro-dramas emerged as a growing format, with younger audiences showing strong interest in short-form scripted content and a willingness to engage with branded integrations. The UK was identified as one of the leading markets for adoption of the format.

Opportunities for brands

According to the report, brands need to balance economic sensitivity with cultural relevance. Consumers are looking for tangible value in a challenging financial environment while also investing increasing amounts of attention in entertainment experiences that align with their interests and identities.

The findings suggest marketers should focus on building trust, understanding local market differences and creating meaningful connections within the entertainment ecosystems where audiences are spending their time.

The full reports can be accessed here and here

www.dentsu.com

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