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Consumer Trends 2024 cover: a hand holds a glass prism in front of a face, with one eye showing through it.

ConsumerTrends 2024

Market and consumer trends for sustainable growth in the post-truth era.

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Introduction

We find ourselves immersed in a complex reality where post-truth, the technology race and the growing polarisation of society converge and have a profound impact on personal relationships and on how business strategies are put into action.

Global drivers

Global disorder

Globaldisorder

The reopening of historic rifts pits peoples against each other in violent conflicts on a global scale.
Unaffordable prices

Unaffordableprices

The constant rise in the CPI makes it harder to access basic necessities.
Covert propaganda

Covertpropaganda

Ideological messages creep into every dimension of our daily lives.
Not so perfect

Notso perfect

Idealised stories can’t take it all. Conflicts and disagreements come to light.
Unleashed ideologies

Unleashedideologies

The far right is gaining ground in the absence of solid leadership from traditional parties.
Productive paranoia

Productiveparanoia

Activity metrics soar due to the obsession with making every minute of the day pay off.
Shouting marketing

Shoutingmarketing

Communication is getting out of hand, through exaggerated formats and excessive noise.
Raw emotion

Rawemotion

The context of uncertainty and radicalism leads to a highly sensitive society.
Ashes of television

Ashesof television

Streaming platforms expand their catalogues with TV content on the verge of extinction.
ChatGPT

ChatGPT

Artificial intelligence tools are being democratised and bursting into our daily lives.
Flowing through uncertainty

Flowingthrough uncertainty

Younger generations struggle to find their place amid constant instability.

The ten trends

Beyond god: Faith and spirituality as consumer goods in the age of posturing.

01

Beyond god

Faith and spirituality as consumer goods in the age of posturing.

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Impact thrice: Companies bet on creating shared value beyond their own existence.

02

Impact thrice

Companies bet on creating shared value beyond their own existence.

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AI attacks: Artificial intelligence finds its place in everyday life.

03

AI attacks

Artificial intelligence finds its place in everyday life.

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Textile exodus: Fashion sets off on a one-way journey towards sustainability and circularity.

04

Textile exodus

Fashion sets off on a one-way journey towards sustainability and circularity.

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Complex disparity: The disparity in the distribution of wealth goes beyond the categories of rich and poor.

05

Complex disparity

The disparity in the distribution of wealth goes beyond the categories of rich and poor.

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Muscles as success: The cult of the body as a new status symbol attracts all kinds of consumers.

06

Muscles as success

The cult of the body as a new status symbol attracts all kinds of consumers.

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Extra payments: Transactions where you know where they start, but not where they end.

07

Extra payments

Transactions where you know where they start, but not where they end.

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Jumping stages: Life stages overlap. New perspectives or self-deception?

08

Jumping stages

Life stages overlap. New perspectives or self-deception?

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Lusty food: Food takes on new meanings and tempts us.

09

Lusty food

Food takes on new meanings and tempts us.

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Secret tourism: Niche leisure gains ground over a saturated traditional model.

10

Secret tourism

Niche leisure gains ground over a saturated traditional model.

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