Global Consumer Confidence Climbs for Third Straight Month

Ipsos’ Global Consumer Confidence Index rose 1.1 points in July 2026 to 49.0. That is the third consecutive monthly increase and nearly one point higher than the same time last year. Sentiment is now just one point below where it sat before the start of the Iran war. The reading comes from a survey of more than 21,000 adults under 75 across 30 countries, fielded between June 19 and July 3.

For brand builders, this is not just macro trivia. Consumer confidence measures how people feel about the economy, their jobs, their investments and their ability to buy. Those feelings become mental budgets. When optimism climbs, people are more willing to notice premium options, switch brands and commit to bigger purchases.

The mood is improving, but not evenly

Nine of the 30 economies posted significant gains while only two declined. Asia-Pacific moved upward: Singapore added 3.6 points and India added 3.2 points. Latin America also strengthened, with Argentina up 4.4 points, the largest gain of any country. South Korea fell 2.2 points, the only significant decline in the region.

India remains the standout, not just regionally. Its National Index of 67.1 is the highest among all 30 countries and the only score at 60 or above. Fourteen other markets now sit at or above the 50-point mark, while Japan (39.7) and Türkiye (38.0) are the only countries below 40.

The expectation gap is the real story

Look beneath the headline number and you see a familiar psychological pattern: people feel better about tomorrow than today. The Expectations sub-index is 57.0, up 0.7 point. The Current sub-index, which reflects views of today’s economy and purchasing conditions, is only 39.8, despite a 1.6-point gain. Investment is 42.2 and Jobs is 58.4. All four indicators improved, but the spread between expectations and current conditions remains wide.

That gap creates a specific consumer behaviour. Shoppers may browse, save and talk themselves into future plans long before they actually spend. They are mentally ready, but financially cautious.

What marketers should do

• Segment by market, not by global average: India and Argentina are showing broad gains, while Japan and Türkiye need a different playbook.
• Use future-oriented framing in markets where expectations are rising, but pair it with near-term affordability cues.
• In low-confidence markets, sell security: guarantees, durability and value reduce the perceived risk of buying.
• Watch the Current sub-index, not just the headline. It tells you whether optimism is converting into today’s purchasing confidence.

The takeaway for brand managers and founders: rising confidence changes the frame consumers bring to your category. It does not automatically hand you their wallet. The brands that win in this mood are those that speak to the future while respecting the present.

Source: Ipsos