Consumer satisfaction and loyalty, 2026

As part of Qualtrics XM Institute’s 2025 Global Consumer Study, 20,000 consumers around the world evaluated their recent experiences with organizations in 18 industries across four elements: satisfaction, likelihood to trust, likelihood to recommend, and likelihood to purchase more. From their responses and using data collected in our 2024 Global Consumer Study, we analyzed global consumer sentiment and year-over-year changes in satisfaction and loyalty across countries and industries.