What is really happening with the new consumer in 2026, beyond headlines and survey data?
In this episode, we look at consumer behavior, spending habits, and emerging brand trends with Dan Frommer, founder of The New Consumer. We discuss the gap between what consumers say and what they actually do, why inflation concerns can coexist with strong spending, and what it means that many Americans are now in "optimization mode." Dan shares where categories like wellness, functional food, and protein are heading, how GLP-1 is beginning to reshape consumer behavior, and why Gen Z can be both highly engaged with AI and uneasy about its long-term impact. We also explore TikTok Shop, creator-led commerce, and what brands should be paying attention to right now.
My guest is Dan Frommer, Founder and Editor in Chief of The New Consumer, a leading publication focused on consumer behavior, brands, and the impact of technology on how people live and spend. Before launching The New Consumer, Dan was Editor in Chief of Recode at Vox Media and was an early employee at Business Insider, where he helped build the company in its early years.
Connect with Dan Frommer on LinkedIn: https://www.linkedin.com/in/danfrommer/
For The New Consumer: https://newconsumer.com/
If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/ or connect through https://www.ie-brand.com/connect
