2026 Retail Resiliency Survey: Trust, Crisis Response & AI in Retail

FTI Consulting’s 2026 Retail Resiliency Survey provides a clear read on how U.S. consumers are evaluating retail and consumer brands right now—and what pushes them toward loyalty or brand switching. Based on a national online survey of 967 U.S. adults conducted in March 2026, the findings focus on the drivers of trust and distrust, why shoppers walk away, and how quickly perception can change when a brand faces public scrutiny.

The survey’s top insights are especially relevant for retail leaders navigating reputational risk: values alignment is increasingly tied to purchasing decisions, crisis response influences whether customers return, and employee treatment is becoming a visible trust signal—particularly for younger consumers. The research also points to a fast-emerging reality for modern retail: AI is becoming a trust battleground, and AI search tools are beginning to shape brand perception and discovery, adding a new layer beyond traditional search, social, and advertising. 

This resource is designed for retail executives, communications leaders, public affairs teams, and industry stakeholders who need practical, data-backed insights to guide brand reputation strategy, crisis preparedness, workforce communications, and responsible AI governance in retail. Download the PDF to review the full set of findings and the key questions retailers should be asking as consumer expectations evolve.