# Consumer Trends 2024 · Zorraquino > Market and consumer trends for sustainable growth in the post-truth era. URL: https://www.zorraquino.com/en/trends/consumer-trends-2024 ![Consumer Trends 2024 cover: a hand holds a glass prism in front of a face, with one eye showing through it.](https://cdn.sanity.io/images/0w1142l8/production/ef83ce5e05ea038488e7432ecfc1b42408f7a704-2140x1605.webp/consumer-trends-2024-cover-a-hand-holds-a-glass-prism-in-front-of-a-face-with.webp?w=1600&fit=max&auto=format&q=85) # ConsumerTrends 2024 Market and consumer trends for sustainable growth in the post-truth era. [Download the reportDownload](https://cdn.sanity.io/files/0w1142l8/production/69f982ac0ab199432b383d20421a3b5fcc474995.pdf/zorraquino-consumer-trends-2024-es.pdf?dl=) 1. [Consumer Trends 2024Home](https://www.zorraquino.com/en/trends/consumer-trends-2024) 2. [Trend 01Beyond god](https://www.zorraquino.com/en/trends/consumer-trends-2024/beyond-god) 3. [Trend 02Impact thrice](https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice) 4. [Trend 03AI attacks](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks) 5. [Trend 04Textile exodus](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus) 6. [Trend 05Complex disparity](https://www.zorraquino.com/en/trends/consumer-trends-2024/complex-disparity) 7. [Trend 06Muscles as success](https://www.zorraquino.com/en/trends/consumer-trends-2024/muscles-as-success) 8. [Trend 07Extra payments](https://www.zorraquino.com/en/trends/consumer-trends-2024/extra-payments) 9. [Trend 08Jumping stages](https://www.zorraquino.com/en/trends/consumer-trends-2024/jumping-stages) 10. [Trend 09Lusty food](https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food) 11. [Trend 10Secret tourism](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism) ## 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](https://cdn.sanity.io/images/0w1142l8/production/5b3e66e50c475aa95910e6f229dad3bd84536bff-1600x1200.webp/global-disorder.webp?w=1600&q=85&auto=format&fit=max) ### Globaldisorder The reopening of historic rifts pits peoples against each other in violent conflicts on a global scale. ![Unaffordable prices](https://cdn.sanity.io/images/0w1142l8/production/daa9d33fefcb40ee8455276a206ba41706e53757-1600x1199.webp/unaffordable-prices.webp?w=1600&q=85&auto=format&fit=max) ### Unaffordableprices The constant rise in the CPI makes it harder to access basic necessities. ![Covert propaganda](https://cdn.sanity.io/images/0w1142l8/production/a6aefbac0b0c4f57f5da33e16b3e1f54b0f4d4da-1427x1069.webp/covert-propaganda.webp?w=1600&q=85&auto=format&fit=max) ### Covertpropaganda Ideological messages creep into every dimension of our daily lives. ![Not so perfect](https://cdn.sanity.io/images/0w1142l8/production/9b668766889f13ec4bee6e32de4ccfec3fd26416-1600x1199.webp/not-so-perfect.webp?w=1600&q=85&auto=format&fit=max) ### Notso perfect Idealised stories can’t take it all. Conflicts and disagreements come to light. ![Unleashed ideologies](https://cdn.sanity.io/images/0w1142l8/production/8385d0e0b5b2b91b1d7b7c2fd5f97927fe6774f3-1044x782.webp/unleashed-ideologies.webp?w=1600&q=85&auto=format&fit=max) ### Unleashedideologies The far right is gaining ground in the absence of solid leadership from traditional parties. ![Productive paranoia](https://cdn.sanity.io/images/0w1142l8/production/90606c703630431d0910b467bd93a44054119741-1600x1200.webp/productive-paranoia.webp?w=1600&q=85&auto=format&fit=max) ### Productiveparanoia Activity metrics soar due to the obsession with making every minute of the day pay off. ![Shouting marketing](https://cdn.sanity.io/images/0w1142l8/production/2acd832a88b083171f2400e6cb48b0f07b348515-960x720.webp/shouting-marketing.webp?w=1600&q=85&auto=format&fit=max) ### Shoutingmarketing Communication is getting out of hand, through exaggerated formats and excessive noise. ![Raw emotion](https://cdn.sanity.io/images/0w1142l8/production/85d7881b284fcf8e4dfd9d8f496e7437f2f680db-1600x1199.webp/raw-emotion.webp?w=1600&q=85&auto=format&fit=max) ### Rawemotion The context of uncertainty and radicalism leads to a highly sensitive society. ![Ashes of television](https://cdn.sanity.io/images/0w1142l8/production/542d070257316c05d41e8a9ec58728034c5eff9f-1498x1123.webp/ashes-of-television.webp?w=1600&q=85&auto=format&fit=max) ### Ashesof television Streaming platforms expand their catalogues with TV content on the verge of extinction. ![ChatGPT](https://cdn.sanity.io/images/0w1142l8/production/70ceee37fd5761f07030b27a6ed25d693bc2ffe7-1600x1200.webp/chatgpt.webp?w=1600&q=85&auto=format&fit=max) ### ChatGPT Artificial intelligence tools are being democratised and bursting into our daily lives. ![Flowing through uncertainty](https://cdn.sanity.io/images/0w1142l8/production/ecb690b550b22371a4a27116bb29a20629cc6d7b-1600x1199.webp/flowing-through-uncertainty.webp?w=1600&q=85&auto=format&fit=max) ### 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.](https://cdn.sanity.io/images/0w1142l8/production/30817a86206b20543efff870e70341e439b31399-1920x1440.webp/beyond-god-faith-and-spirituality-as-consumer-goods-in-the-age-of-posturing.webp?w=1600&fit=max&auto=format&q=85)01Beyond godFaith and spirituality as consumer goods in the age of posturing.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/beyond-god)[![Impact thrice: Companies bet on creating shared value beyond their own existence.](https://cdn.sanity.io/images/0w1142l8/production/d55b8aa1aa2e2a6ccf81a5710dc14aab903e7ba3-1920x1440.webp/impact-thrice-companies-bet-on-creating-shared-value-beyond-their-own-existence.webp?w=1600&fit=max&auto=format&q=85)02Impact thriceCompanies bet on creating shared value beyond their own existence.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice)[![AI attacks: Artificial intelligence finds its place in everyday life.](https://cdn.sanity.io/images/0w1142l8/production/6ec2e5c2724fcf10c6407ee6ec278d643198defe-1920x1439.webp/ai-attacks-artificial-intelligence-finds-its-place-in-everyday-life.webp?w=1600&fit=max&auto=format&q=85)03AI attacksArtificial intelligence finds its place in everyday life.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks)[![Textile exodus: Fashion sets off on a one-way journey towards sustainability and circularity.](https://cdn.sanity.io/images/0w1142l8/production/fa49359c7cda03659b7aa61fcc9e90b66f2d7cfa-1920x1439.webp/textile-exodus-fashion-sets-off-on-a-one-way-journey-towards-sustainability-and.webp?w=1600&fit=max&auto=format&q=85)04Textile exodusFashion sets off on a one-way journey towards sustainability and circularity.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus)[![Complex disparity: The disparity in the distribution of wealth goes beyond the categories of rich and poor.](https://cdn.sanity.io/images/0w1142l8/production/4375858df0ad31bfd52e4166785e0fc96eb0e2f8-1416x1062.webp/complex-disparity-the-disparity-in-the-distribution-of-wealth-goes-beyond-the.webp?w=1600&fit=max&auto=format&q=85)05Complex disparityThe disparity in the distribution of wealth goes beyond the categories of rich and poor.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/complex-disparity)[![Muscles as success: The cult of the body as a new status symbol attracts all kinds of consumers.](https://cdn.sanity.io/images/0w1142l8/production/2c656eeee42f7248b2dc0d3e0b3da899e50291da-1920x1439.webp/muscles-as-success-the-cult-of-the-body-as-a-new-status-symbol-attracts-all.webp?w=1600&fit=max&auto=format&q=85)06Muscles as successThe cult of the body as a new status symbol attracts all kinds of consumers.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/muscles-as-success)[![Extra payments: Transactions where you know where they start, but not where they end.](https://cdn.sanity.io/images/0w1142l8/production/e055ee0c96cb1966ea91c859aaedd18797a96de8-1920x1439.webp/extra-payments-transactions-where-you-know-where-they-start-but-not-where-they.webp?w=1600&fit=max&auto=format&q=85)07Extra paymentsTransactions where you know where they start, but not where they end.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/extra-payments)[![Jumping stages: Life stages overlap. New perspectives or self-deception?](https://cdn.sanity.io/images/0w1142l8/production/26ed6943f9c7a1629df3a9e0532024b6b86ab59c-1920x1439.webp/jumping-stages-life-stages-overlap-new-perspectives-or-self-deception.webp?w=1600&fit=max&auto=format&q=85)08Jumping stagesLife stages overlap. New perspectives or self-deception?Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/jumping-stages)[![Lusty food: Food takes on new meanings and tempts us.](https://cdn.sanity.io/images/0w1142l8/production/bd00eeab7b9cc9bdac70f88e07c160443ac6e76e-1920x1440.webp/lusty-food-food-takes-on-new-meanings-and-tempts-us.webp?w=1600&fit=max&auto=format&q=85)09Lusty foodFood takes on new meanings and tempts us.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food)[![Secret tourism: Niche leisure gains ground over a saturated traditional model.](https://cdn.sanity.io/images/0w1142l8/production/f534998f13b80b0c2700fcaa56475a6749fb0cc5-1828x1371.webp/secret-tourism-niche-leisure-gains-ground-over-a-saturated-traditional-model.webp?w=1600&fit=max&auto=format&q=85)10Secret tourismNiche leisure gains ground over a saturated traditional model.Read trend](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism) ## Download the report Fill in the form and get it straight away ## 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