Oracle Study Supply Chain Issues Erode Consumer Trust

Published: 01/19/2026
Supply Chain Disruption Consumer Anxiety Brand Loyalty
An Oracle study reveals that supply chain disruptions are significantly impacting US consumers, causing anxiety, frustration, and altering their purchasing behavior. Consumers expect greater transparency and timely service from brands; otherwise, businesses risk losing customers. Companies should prioritize supply chain management, improving efficiency and resilience to earn consumer trust. The disruptions have created a climate where brand loyalty is tested, and clear communication is crucial for maintaining customer relationships amidst ongoing challenges.
Oracle Study Supply Chain Issues Erode Consumer Trust

AUSTIN, Texas – May 16, 2024 – Oracle Corporation has released a thought-provoking study examining how global supply chain disruptions are profoundly affecting American consumers. The survey of over 1,000 U.S. consumers shows that the ongoing COVID-19 pandemic and its variants have exacerbated concerns about delivery delays, product shortages, and supply chain breakdowns, with consumer anxiety spreading at unprecedented rates and brand loyalty facing severe challenges.

In today's interconnected global economy, supply chains serve as the lifeline of modern commerce. However, recent years have presented unprecedented challenges—from pandemic-induced lockdowns and labor shortages to geopolitical tensions and natural disasters—creating a perfect storm of disruptions that significantly impact both consumers and businesses.

The "Invisible Bomb" in American Lives

Before the pandemic, supply chains remained largely invisible to most consumers. Now, 91% of shoppers consider supply chain factors when making purchases, up from just 45% pre-pandemic. This shift reveals how supply chains have moved from backstage to center stage in consumer decision-making.

The study highlights four key impacts:

  • Awareness: Consumers now actively track product origins, shipping methods, and inventory levels.
  • Practical Disruptions: 87% of Americans faced negative consequences last year—60% couldn't purchase desired items, 51% canceled orders due to delays, and 40% rationed essentials.
  • Emotional Toll: 43% blamed missed special occasion gifts on supply issues, with men (57%) twice as likely as women (29%) to cite this reason. 24% of men reported frustration versus 12% of women.
  • Widespread Anxiety: Consumers reported feeling frustrated (61%), impatient (46%), anxious (45%), and angry (34%). 92% fear being unable to obtain necessities, while 66% worry about ruined holidays.

Uncertain Future Deepens Concerns

With no clear resolution in sight, Americans express growing pessimism:

  • 82% fear disruptions will derail life plans (birthdays, vacations, school preparations)
  • 77% worry new COVID variants will worsen supply issues
  • 92% anticipate more disruptions, with 66% believing they may never end
  • 89% expect continued negative impacts, primarily through product shortages (62%), seasonal shopping challenges (45%), and increased stress (44%)

This uncertainty drives behavioral changes—49% plan to bulk-buy, 45% will purchase gifts earlier, and 40% will monitor global shortages of regular purchases.

Brands Face Loyalty Crisis

The study reveals shifting consumer expectations:

  • 81% would pay premium prices for reliable delivery
  • 84% cancel orders due to delays; 80% abandon brands entirely after repeated issues
  • 58% stop purchasing after just 1-3 delays
  • 94% demand more brand support despite understanding supply chain complexities
  • Consumers want real-time shipping updates (63%), inventory transparency (59%), and proactive notifications about potential issues (54%)
  • 76% trust companies using AI for supply chain management more; 78% prefer buying from them
"These insights clearly show how ongoing global supply chain issues are affecting Americans," said Jon Chorley, Oracle's VP of SCM Product Strategy. "Ultimately, supply chains are where brand promises get kept or broken. Organizations delivering the efficiency and transparency consumers expect will gain stronger loyalty and accelerated growth."
Terri Hiskey, Oracle's VP of Supply Chain Marketing, noted: "What surprised me was both the severity of impact and how knowledgeable consumers have become about supply chains. With 80% willing to abandon brands over delays, companies must prioritize supply chain resilience now or risk losing customers and revenue."

Key Strategies for Resilience

The report recommends businesses:

  • Enhance supply chain transparency through IoT and blockchain technologies
  • Develop robust risk management frameworks with diversified suppliers and backup inventory
  • Optimize processes via automation and AI-driven solutions
  • Strengthen supplier partnerships through long-term contracts and information sharing
  • Improve customer service with proactive communication and compensation for delays

Oracle's study serves as a wake-up call for businesses worldwide. In this era of persistent supply chain challenges, companies must re-evaluate their strategies, embracing technological innovation to build agile, transparent systems. Those who successfully align their supply chains with evolving consumer expectations will gain competitive advantage, while others risk obsolescence.

This crisis presents both challenge and opportunity—pushing organizations to reimagine how they serve customers and build resilient operations. By embedding consumer needs into every supply chain decision, businesses can discover new pathways for sustainable growth.

Related Topics