Consumer behavior is entering a new phase—shaped by evolving generational expectations and emerging forces that are redefining priorities across categories.

In this session, Ali Furman, PwC’s US Consumer Markets Industry Leader, breaks down key signals reshaping how consumers decide in 2026.

This session will examine how Gen Z and Gen Alpha are changing the rules of engagement—from discovery to loyalty—and why the rise of wellness, catalyzed by weight-loss drugs, is quietly rewiring consumer spending across categories.

CEOs will leave with a clearer understanding of the many signals shaping consumer decision-making and what they mean for growth, strategy, and competitive advantage in 2026.