Analysts from Mintel have identified five trends that will be shaping consumer behaviour in 2024 and beyond. The trends that the company thinks will have an impact on marketing and innovation are:
Being Human: In a world increasingly dominated by algorithms, we will need human skills and emotion to make the most of this technological revolution.
More Than Money: Consumers will reassess what matters most to them, affecting not only what they want and need, but their perception of what constitutes value.
Relationship Renaissance: Consumers who find comfort through screens at the cost of meaningful, real-life relationships, will seek new forms of intimacy for the sake of their physical and mental health.
New Green Reality: Incorporating sustainability into the day-to-day is not enough; consumers and brands will be faced with the reality that survival within a new climate context has to be the priority.
Positive Perspectives: Brands and consumers will work together in new ways to deal with uncertainty.