Consumer sentiment rises among Gen Z and Gen X

Consumer sentiment in Germany showed improvement in September 2026, with the overall indicator rising by 2.8 points to minus 26.6. According to a socio-demographic evaluation of the NIM consumer climate powered by GfK, the most significant increases occurred among Gen Z and Gen X.

Gen Z (those born between 1997 and 2012) saw an increase of 9.7 points, moving into positive territory at 6.3 points due to more optimistic income expectations and a higher propensity to purchase. Gen X also experienced a strong jump of 11.9 points, driven by a decreasing tendency to save, though they remain at a more pessimistic level compared to younger generations.

Separately, a Roland Berger study highlights how economic uncertainty and artificial intelligence are reshaping consumer behavior. While personal health remains a high priority, nearly half of respondents view their country's economic situation negatively. The study notes a shift in product discovery: brand reputation is becoming less critical, while personal networks and AI are playing larger roles. Specifically, 93 percent of consumers aged 18 to 24 use AI regularly for product research, positioning the technology as a primary influence in the decision-making process.