Transparency, Values, and Empathy: 3 Things Consumers Will Look for in Brands in 2026

Entering 2026, the landscape of relationships between brands and consumers in Indonesia has undergone a significant shift. According to findings from Chapters 3 & 7 of the 2026 Consumer Report, consumers now demand three main things from every brand they choose which are transparency, value relevance, and empathetic communication. These three have become the new foundation for building brand trust among Indonesian consumers in an era increasingly conscious of meaning and honesty.

Amid an influx of information and rising awareness of business ethics, consumers nowadays no longer simply buy products; they evaluate brands comprehensively. From production processes to data privacy policies, transparency has become the key currency in building trust in a brand. Brands that are willing to show how their products are made, who is behind them, and their impact on the environment or society will be much more valued by consumers. Transparency is no longer just a communication choice but a long-term sustainability strategy.

1. Transparency: The Foundation of Trust in the Digital Era

2. Values: Consumers Want Brands That Align with Their Life Principles

Findings from the Consumer Report that have been compiled also show that consumer values in 2026 are not only focused on quality or price, but also on alignment of values and life vision. Consumers are looking for brands that have a social mission, care about well-being, and demonstrate a real commitment to relevant issues ranging from sustainability and inclusivity to the welfare of local communities. Brands that can answer the question, 'What value do we bring to consumers' lives?' will win hearts and long-term loyalty.

Brand Communication Strategy Towards 2026

In an era where consumers are becoming smarter and more critical, brand communication strategies need to transform to be more human. Data-driven approaches must be balanced with an emotional touch; marketing campaigns should emphasize honesty and value relevance. The brand that will succeed in 2026 is not the one that shouts the loudest, but the one that is best able to listen, understand, and respond with empathy.

3. Empathy: Warm and Authentic Communication

Consumers now evaluate not only what a brand says, but how the brand communicates. Rigid, aggressive, or overly promotional communication is now considered irrelevant. Conversely, empathetic communication that understands the emotions, context, and reality of consumers has become key to building genuine relationships. Brands that can show care and understand their consumers' life experiences will find it easier to create strong emotional connections.

This shift in expectations is just one of the key insights from our full 2026 Consumer Report. The report will help brands understand how Indonesian consumers perceive honesty, value, and empathy, and how to translate that into effective and sustainable communication strategies.

Sign up now for our 2026 Consumer Report Waiting List to get early access to exclusive insights on brand trust in Indonesia, consumer values in 2026, and brand communication strategies relevant to the new era of trust and empathy.

Ready to Embrace the New Reality of Indonesian Consumers in 2026?

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