Why the Trend Is Emerging: From Sustainability Optimism to Survival Mode Romanian consumers are not disengaging from sustainability, they are cognitively overwhelmed by war proximity, economic instability, and social distrust, and this shift from aspirational responsibility to defensive alertness is redefining how attention, trust, and brand expectations are distributed in 2026. • What the trend is:  A shift from climate-centered concern to war-driven anxiety and economic sel