Mintel – Global Consumer Trends, 2024

Mintel, a leading market research firm, has unveiled five consumer trends that will shape the global market in 2024. These trends are centered around the increasing importance of human relationships, coping with climate change, and uncertainty about the impact of artificial intelligence (AI). The first trend, "Being Human," emphasizes the need for human skills and emotions in a world dominated by algorithms. Consumers will value human uniqueness and seek out artisans and services that teach self-expression and connection. The second trend, "More Than Money," highlights how consumers will reassess what matters most to them, focusing on the social and emotional value of a brand. Game-changing brands will foster an emotional connection with consumers through personalized products and tap into their sense of exploration. The third trend, "Relationship Renaissance," addresses the negative impact of technology on real-life relationships. Consumers will seek new forms of intimacy for their physical and mental well-being, and brands will play a role in helping consumers find points of connection. The fourth trend, "New Green Reality," emphasizes the need for sustainability to be prioritized in a new climate context. Brands must go beyond incorporating sustainability into their daily operations and instead focus on continuous innovation and tangible solutions that actively regenerate and give back to the environment. The fifth trend, "Positive Perspectives," recognizes the multiple sources of uncertainty that consumers face, such as rising prices, political instability, climate change, and AI. Brands should present a more honest depiction of reality and provide actionable information to help consumers feel grounded and reassured. Simon Moriarty, Director of Mintel Trends, EMEA, highlights the impact of these trends on marketing and innovation. The interview with Mintel's global analyst team is available upon request, and the full report on 2024 Global Consumer Trends can be downloaded for free.