Widening gap between brand priorities and consumer experiences, according to PA Consulting’s Brand Impact Index
NEW YORK - July 30, 2026 - PA Consulting, a Jacobs company, has launched its Brand Impact Index 2026, in which 7,000 U.S. consumers ranked leading consumer packaged goods and electronics brands according to consumer perceptions of how well they deliver dependable experiences, intelligent innovation, customer-centricity, sustainability and community impact. Of the 297 brands rated, BAND-AID ranked first overall, with its reputation for dependable delivery a key factor in its performance.
This year’s survey found dependable delivery is the strongest driver of consumer engagement. However, that isn’t where most brands are investing, with dependability slipping down the priority list for brand executives. Building on three years of research, the findings point to a widening gap between brands’ priorities and what consumers want.
This comes against the backdrop of rising cost pressures driving profound behavioral shifts in consumers. The survey found that 87% of consumers are impacted by rising costs and 82% have changed their household and grocery buying habits as a result. People are becoming more selective around their household purchases, with 47% buying fewer items overall.
AI investment surges, but consumer confidence lags
As well as taking the views of 7,000 consumers, the 2026 Index also surveyed 370 executives at brands across market categories and analyzed their investment, strategic actions, and challenges across the five components. It found that 32% of brands are investing proactively in transformative growth strategies and feeling optimistic, while another 28% have stalled and risk being left behind. Only 45% of business leaders say their organizations adapt quickly when consumer preferences change.
AI transformation is also a priority for business leaders, with 75% scaling their investment in AI. However, only 29% of consumers are comfortable with AI in brand interactions – down from 60% in 2025. This suggests that the consumer impact of AI is lagging behind the level of executive attention it receives. The top-performing brands are harnessing AI to identify and accelerate innovation, focusing on using it to add real value for consumers.
PA Consulting Growth Strategy and Transformation Expert Jorge Aguilar said: “Consumers are looking for dependable experiences that address their needs and problems without generating more friction. Those reliable experiences earn their trust and their loyalty. Our research shows that if brands can stand as a trusted pillar of assurance and value, aligning with consumer needs, they can yield far better results.”
“When interacting with the top-performing brands, consumers were 2x more likely to pay a premium and 1.8x more likely to forgive the brand when it makes a mistake. Conversely, brands that aren’t appreciating today’s consumer mindset are in danger of falling behind.”
The 10 top-performing brands (and their categories) in the 2026 index are:
- BAND-AID (health, beauty, personal care)
- Dawn (household)
- One Upon A Farm (food)
- Canon (consumer electronics)
- Beech-Nut (food)
- Samsung (consumer electronics)
- The Honest Company (health, beauty, personal care)
- PlayStation (consumer electronics)
- Apple (consumer electronics)
- Ring (consumer electronics)
For more information, contact Shivani.joshi@paconsulting.com
Notes to the editor
Methodology
The PA Consulting Brand Impact Index 2026 ranks 297 leading consumer packaged goods and consumer electronic brands against five components for better growth. A refined approach was adopted for 2026, as travel, automotive, and retail brands were removed from the scope while brands across food, beverage, sports, and fitness were added. PA Consulting surveyed 7,000 U.S. consumers, reflecting national diversity across age, gender, zip code, race/ethnicity, income, and household composition. The 2026 edition also includes executive insights from 370 business leaders at brands across market categories, contributing to an evaluation of whether their priorities align with or diverge from consumer expectations.
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