Brand Loyalty: Apple vs Android

Even as financial confidence weakens across Southeast Asia, health and wellness remains the one category consumers refuse to cut. The Milieu 2026 Consumer Study reveals why health has become untouchable — while travel takes the hit.

In 2026, Southeast Asian consumers have shifted from cautious to deliberate — spending less, but with more intention. The Milieu 2026 Consumer Study reveals what this means for brands, loyalty, and purchasing decisions across six markets.

New data from 3,000 workers across Southeast Asia reveals a striking gap between the desire for AI training and the reality of who’s receiving it.