When "trust" becomes scarce, who do you give it to? | 2026 Consumer Trends Survey

Have you ever had this feeling: shopping becomes more exhausting, the more you choose, the more anxious you get? Afraid of falling into traps, overpaying, being manipulated, recommendations based solely on algorithms, or talking to customer service only to be met with AI “dodging the issue”…

As a result, more and more people no longer trust advertisements or chase big brands’ prestige, only believing in what’s comfortable to wear, reliable to use, and genuinely practical. Consumption has long ceased to be about face, but about peace of mind, ease, and not being fooled.

“Trust” has become the most scarce and valuable currency of consumption in this era.

But where does it really come from? Is it a perfect experience, responsible after-sales service, or a resonance that understands you? And why does it sometimes disappear instantly?

We want to find the answer with you. To do so, Yicai magazine has partnered with Uniqlo to officially launch 「When ‘Trust’ Becomes Scarce, Who Do You Give It To?｜2026 Consumer Trends Survey」. We sincerely invite you to participate in filling out the questionnaire because every thought of yours will be a key code to understanding current consumer trust.

To ensure the authenticity and objectivity of the survey results, this questionnaire is completely anonymous, and your answers will be kept strictly confidential, used only for statistical and analytical purposes. At the same time, we will handle any personal information involved with confidentiality. Ultimately, we will present a genuine, objective, and substantial consumer insight report.