As part of the NJBIZ Looking Ahead 2026 special feature, we asked industry leaders across New Jersey: How do you expect customer behavior or preferences to change in 2026? Read the Letter from the Editor and other Q-and-A’s here.

Cannabis

Sam Brill
CEO, Ascend Wellness Holdings

Customers are becoming more educated, intentional and brand-aware. Conversations in our stores are increasingly going beyond THC levels and focusing on terpenes, effects and lifestyle. Consumers in this category are looking for more than access to product. They are seeking consistency, transparency, and trust, delivered through brands that reflect the values and lifestyles they identify with. In an increasingly crowded market, strong brands are what create confidence, loyalty and long-term preference — not just availability.

Food/hospitality

Amanda Stone
Vice president of public affairs, NJ Restaurant and Hospitality Association

Consumers are gravitating toward comfort foods, value-driven menus, and greater transparency in how food is sourced and prepared.

Health care

Brian Lawrence
CEO, FellowshipLIFE

We don’t expect dramatic changes — older adults consistently want hospitality, engagement, personalized well-being, choices, amenities and a strong sense of community. The core expectations remain the same; the demand for quality simply increases each year.

Michael Maron
CEO, Holy Name

Patients will expect: frictionless digital access (scheduling, results, communication); Shorter wait times — not requests, demands; more transparency in pricing and outcomes; culturally matched care teams capable of speaking to the diversity of the region; home-based care wherever possible. People no longer tolerate the inefficiencies they used to forgive.

Law

Christine Amalfe
President, New Jersey State Bar Association; partner, FBT Gibbons

Not significantly. I practice primarily in employment law, where the fundamentals of workplace behavior have remained remarkably consistent over time. While modern offices continue to evolve with technology and new ways of working, the human dynamics that shape how people interact, communicate and respond to authority have changed very little. In employment law, the challenge for lawyers and clients is the ever-changing legislative and regulatory landscape, often driven by the change in administrations on the state or national level. With each swing, however, comes more opportunities to counsel and provide assistance to clients to ensure they are in compliance.

Lawrence Weiner
Litigation partner, co-chair, Landlord Tenant, Mandelbaum Barrett

As it relates to commercial tenancy, I do not see much change occurring in 2026. High interest rates and tighter lending requirements will continue to put pressure on landlords, which will sustain tenants’ opportunities to seek rent concessions and demand upgraded amenities.

Money

Edward Moran
Senior vice president, commercial banking market president, OceanFirst Bank

Overall business keeps moving faster, and customers will continue to expect fast and expedient decisions and resolutions to requests. Combining technology with a personal touch will remain a must-have for providing best-in-class service for business clients.

Public relations

Sandy Crisafullli
President, Caryl Communications

The more technology blurs our ability to distinguish “real” from “generated,” the more we crave authenticity, transparency and assurance. 2026 will be a year of open conversations and building trust around the thoughtful and effective use of AI in business – and how we can embrace opportunity without sacrificing human integrity, creativity and accountability.

April Mason
Violet PR

AI has made more personalized and direct communication possible on both the B2B and B2C sides, which has raised expectations across the board. Customers now expect brands to understand their needs, speak to them directly and deliver relevant value rather than broad, generic messaging. As a result, audiences are becoming more selective and more discerning. They are gravitating toward brands, organizations, and leaders that feel informed, consistent and genuinely useful, while tuning out those that do not. The risk in this environment is trying to speak to everyone at once. Brands that rely too heavily on generic messaging in an effort to reach the widest possible audience often end up resonating with no one at all. As media relations professionals, the way we communicate with journalists has also changed significantly. Shrinking newsrooms and a nonstop media cycle mean reporters have less time and fewer resources to develop stories on their own. As a result, PR firms that can deliver clear, well-packaged stories, supported by strong data, credible quotes and compelling visuals, have become far more valuable partners in today’s media landscape.

Real estate

Blake Chroman
Principal, Sitex Group

We expect customers to continue focusing on functionality and efficiency, with a strong preference for properties that help them operate smarter and more predictably. That means more demand for newer, higher-quality facilities where users can take less square footage but gain better operational features, more loading doors, more yard or trailer storage, higher clear heights and stronger utility capacity. We also expect many tenants, especially in the small bay segment, to place more value on simplicity and predictability in lease terms, with growing interest in structures that make monthly occupancy costs easier to forecast and manage.

David Greek
Managing partner, Greek Real Estate Partners

I expect customers to remain cautious and focused on flexibility. Ongoing uncertainty around trade policy and the broader economic environment has led many tenants to take longer to make decisions, favor shorter lease terms and look for ways to manage risk. We are also seeing companies rely more heavily on third-party logistics providers and short-term arrangements, rather than committing to long-term space until there is greater clarity.

Tim Greiner
Executive managing director, Leasing Advisory, JLL New Jersey

Occupiers are prioritizing office environments that support collaboration, culture and productivity, building on the return-to-office momentum we’ve seen over the past two years. We expect clients will become increasingly selective with quality, location and amenities mattering more than ever.

Bill Hassan
Executive vice president, CBRE

Flexibility from outdated expectations. The data center world is evolving and we need to keep up with the changes.

Retail

Michael Stigers
Wakefern

Customer preferences always evolve, but value continues to drive shopper decisions. Our iconic Can Can sale, for example, remains a January favorite, and we work hard each year to keep it fresh and meaningful for customers. We also expect continued demand for our high-quality, budget-friendly private brands – Bowl & Basket, Paperbird and Wholesome Pantry – as well as specialty offerings, convenient fresh-prepared meals and better-for-you options. We’re proud to now offer Di Bruno Bros., the specialty brand we acquired in 2024, known for authenticity and exceptional quality. And innovation remains a priority. Our local wellness and produce supplier summits this past year helped us uncover new products and deepen relationships with local and regional partners and growers. With more customers incorporating GLP-1 medications and weight-loss programs into their lives, we see opportunities to support wellness journeys through education and curated food options.