Dentsu has launched the Q2 2026 EMEA Consumer Navigator Report, offering the latest insights into how consumers across the UK, France, Germany, Italy and Spain are navigating continued economic pressure, while also exploring how audiences across EMEA are engaging with brands across live experiences, audio formats, movies, TV series and micro-dramas. Based on consumer surveys conducted in April 2026, the findings together paint a picture of a consumer landscape defined by caution, adaptation and more deliberate decision-making, alongside evolving expectations for how brands show up across entertainment.

The findings point to a more selective consumer landscape. Economic pressure continues to shape day-to-day decisions, but consumers are not simply retreating. They are reassessing priorities, making more intentional trade-offs and looking for value that feels meaningful, whether in essential purchases or the content, communities and experiences they choose to engage with. For brands, the message is clear: relevance, trust, and context matter more than ever.

 Mindset report: cautious consumers are becoming more deliberate, not disengaged

The Q2 2026 EMEA Mindset Report highlights a region where economic caution still shapes consumer behaviour, despite tentative signs of improvement. Although confidence in the broader economy remains muted, many consumers are feeling steadier about their personal financial situation and are making more considered spending decisions, with a stronger focus on value, trust and meaningful purchases.

Key findings from the report include:

• Economic sentiment remains negative, but cracks of optimism are appearing: Most EMEA consumers continue to view the economy negatively, although positive outlooks have edged up slightly compared to previous quarters, particularly among younger consumers and in the UK.
• Consumers are becoming more strategic in how they spend: Clothing, dining and events are among the categories seeing the sharpest reductions, while everyday purchases such as groceries are increasingly subject to brand switching and trade-down behaviour.
• Personal finances are more resilient than broader sentiment suggests: Just over half of consumers say they were able to cover all essential expenses over the past 30 days, while most expect their personal finances to remain stable or improve in the near term.
• Some categories still hold emotional value: Even in a cautious environment, consumers continue to make space for selected rewards, particularly in specialty products and experience-led categories such as holidays.
• Market and generational differences remain significant: The UK is comparatively the most confident market, while France and Italy remain more pessimistic. Younger consumers, especially Gen Z, are also notably more optimistic than older cohorts.

Entertainment report: audiences are building deeper ecosystems around what they watch, hear and experience

The Q2 2026 EMEA Entertainment Navigator explores how consumers across EMEA are engaging with live experiences, audio formats, movies, TV series and micro-dramas, and what this means for brands seeking to connect through entertainment. The findings show that entertainment is no longer a single channel or isolated moment of engagement, but a broader ecosystem in which fandom, community and trusted voices shape how consumers discover, evaluate and respond to brands.

Key findings from the report include:

• Sports fandom and live experiences are powerful drivers of brand engagement: Community, competitiveness and the desire for shared moments are helping deepen participation, while perks such as discounts and early access can unlock even stronger engagement.
• Live performances create impact beyond the event itself: Fans are extending engagement into concert films, merchandise, influencers and online communities, highlighting the value of broader ecosystem-based activations.
• Audio hosts are becoming trusted brand intermediaries: Podcasts and radio are embedded in daily routines, and many consumers say what a trusted host says about a brand significantly influences their perception of it.
• Entertainment IP continues to drive brand lift: Partnerships tied to favourite franchises, characters or celebrities are influencing brand awareness, research and purchase intent, particularly among younger audiences.
• Micro-dramas are emerging as a new opportunity for early-moving brands: While still nascent, the format is gaining traction among younger consumers and in markets such as the UK, with viewers showing strong openness to brand presence within the content.
• Market and generational differences shape where brands should show up: The UK over-indexes on live experiences, podcasts and micro-dramas, while engagement patterns vary significantly across France, Germany, Italy and Spain.

“What this quarter’s findings make clear is that consumers are becoming more intentional in every part of their lives — from how they spend to how they engage with media and entertainment,” said XX, XX, dentsu. “For brands, the opportunity lies in understanding both sides of that shift: showing up with real value in a cautious economic climate, while also building relevance in the entertainment spaces where audiences are investing more of their attention, trust and identity.”

Download the reports

EMEA Consumer Navigator Q2 2026 – Mindset Report
EMEA Consumer Navigator Q2 2026 – Entertainment Report