Global Consumer Trends 2024

2 OCTOBER 2023 | INDUSTRY TREND
GLOBAL CONSUMER TRENDS 2024

The five key Trends that will impact the consumer landscape now, next and in
Simon Moriarty, Director of
the future. Trends, EMEA
Prepared for crawlins@interpublic.com

1 © 2023 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
https://clients.mintel.com/content/trend/global-consumer-trends-2024
Table of Contents
Introduction ....................................................................................................................................... 3
RELATIONSHIP RENAISSANCE .......................................................................................................... 5
Overview ........................................................................................................................................... 6
BEING HUMAN .................................................................................................................................... 12
Overview ......................................................................................................................................... 13
MORE THAN MONEY .......................................................................................................................... 21
Overview ......................................................................................................................................... 22
POSITIVE PERSPECTIVES ................................................................................................................ 30
Overview ......................................................................................................................................... 31
NEW GREEN REALITY ....................................................................................................................... 37
Overview ......................................................................................................................................... 38
KEY TAKEAWAYS ............................................................................................................................... 45

Introduction
Mintel's 2024 Global Consumer Trends combine global market and data analysis
with our Trend Drivers to provide a high-level overview of the key motivations and
challenges that lie ahead for consumers. By providing implications for the short,
medium and long term, we highlight the most important issues that brands need to
think about when it comes to engaging with consumers in an ever-changing world.
Global Consumer Trends 2024
Relationship Renaissance
Consumers are finding comfort through screens at the cost of building

meaningful relationships in real life. This has left people craving new
forms of intimacy for the sake of their physical and mental health.
Being Human
We need human support to optimise our lives. 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 have reassessed their goals and priorities and

reconsidered what matters most to them, affecting not only what they
want and need from the things they buy, but also their perception of
what constitutes value.

Global Consumer Trends 2024
Positive Perspectives
Uncertainty is nothing new, but brands and people can work together to
deal with it in new ways.
New Green Reality
Incorporating sustainability into the day-to-day is not enough – we are

entering a new reality where survival within a new climate context is the
priority.

RELATIONSHIP RENAISSANCE
Consumers are finding comfort through screens at the cost of building meaningful
relationships in real life. This has left people craving new forms of intimacy for the
sake of their physical and mental health.

Overview
Interpersonal communication has changed dramatically in recent years. Although

consumers have more access to communication tools than ever before, the
onslaught of social media, text chains and video calls have led to stress and
burnout, instead of authenticity and intimacy. Interpersonal relationships are
emerging as a facet of wellbeing that consumers are eager to explore, and as a
result brands are tasked with bringing people together.
Evolution of the Trend

The mid-pandemic period
The pandemic has had a long-lasting impact on the way people connect with each other. Physical isolation
during lockdowns accelerated the adoption of technology that allowed people to more easily communicate
with one another, replacing real-life interactions with digital connections, as noted by the Mintel Consumer
Trend Social Isolation. At the same time, people were prioritising their mental and physical wellbeing,
tapping into the Mintel Consumer Trend Total Wellbeing.
The post-pandemic period

As the world emerged from the COVID-19 pandemic, people started coming to terms with the upheaval
and stress of the last few years. The 2023 Mintel Trend Hyper Fatigue identified that people were
refocusing on what was important to them, which included renegotiating the role of technology in their
lives. In addition, people expressed a desire to make up for lost time and an eagerness to prioritise their
individual needs over collective needs, as observed by the 2022 Mintel Trend Me Mentality.
What's happening now: the next 12 months

While health is often managed through improved diet and exercise,
social connections are also critical to survival and thus an
important health factor to maintain. Even though friendships bolster
both physical and mental health, the quality of close relationships is not a
facet of wellness that is regularly measured or addressed.
At the same time, traditional points of personal connection – such as a

shared office space or family television set – are being replaced with
personal devices. Activities that used to be done together are now done
simultaneously, but in separate rooms or buildings. Increasingly, this is
creating a fragmented network of relationships that is difficult to build and
maintain and as a result, both public and private organisations are
looking for new ways to help consumers shift these passive relationships
to active ones.

Innovation examples
Every Mind Matters – UK
Tinder is supporting the government campaign Better Health: Every

Mind Matters to fight loneliness in the UK.
Café Run By Friends – Japan
A Tokyo café staffed by actors wants every customer who walks

through the door to feel like they’re among long-time friends.
Rise of the Body Doubles – US
Remote workers and students are logging onto livestreams of others

working or studying in a practice dubbed 'body doubling'.

Consumer data
46% 39%
23%
of US consumers say of Chinese consumers
of UK consumers say
that spending time in- say that they intend to
they go out socially now
person with friends and make new connections
as much as they did pre-
family is a high priority with people through
pandemic
for them hobbies or clubs in the
next 12 months
Base: UK: 1,000 internet users aged 16+; US: 1,000 internet users aged 18+; China: 1,000 internet
users aged 18+
Source: Kantar Profiles/Mintel, March 2023; KuRunData/Mintel, March 2023
What's happening next: 18 months – 2

years
Brands helped develop the self-care industry by creating products that
build a cocoon of comfort for their users. Now, brands are being
challenged to pull people out of that cocoon and back into a social
world to improve personal health.
Individuals don't just want to be cared for, but want to care for others, as
demonstrated by the rise of pets and plants in the household. Brands will
have to help consumers find points of connection, making companies in
the pet, fitness and leisure categories a natural fit, given how easily these
things bring people together.
Personal interests offer a point of conversation to form deeper

relationships with others and connect with new communities. But even
food, beverage and beauty companies will find meaning in connection as
they redesign solo routines, from morning coffee to skincare regimens,
as something people don’t have to do alone.

Innovation examples
Scented Documents – China
Chinese fragrance brand Documents has opened its first community-

based themed book space in Shanghai.
Breathwork Works – Canada
Othership is an app and in-person wellness studio that specialises in

guided breathwork, as well as hot and cold therapies.
Netflix and Bumble – US
Netflix and Bumble are partnering to allow potential dates to bond over
the shows they watch.
Consumer data
62% 48% 67%
of US consumers prefer of UK consumers choose of Thai consumers think

to spend their free time leisure activities that are it is easier to maintain
with friends/family, as good for doing with healthy habits with other
opposed to alone friends/family people than on their own
Base: US: 3,000 internet users aged 18+; UK: 1,742 internet users aged 18+ who have taken part in
a leisure activity in the last month; Thailand: 1,500 internet users aged 18+
Source: Kantar Profiles/Mintel, December 2022, February 2023; Dynata/Mintel, December 2022

Future forecast: 5 years+

External forces will to create more disruption
For instance, climate change will have a dramatic impact on interpersonal relationships as consumers
sense the fragility of the planet and the challenges that have to be faced. It is often through a common
threat that people see a sense of unity.
Climate change resilience will require sharing resources and developing new types of homes and
neighbourhoods. This will inspire a broader sense of community beyond the nuclear family, and brands will
have to respond to these new types of communities.
Evolving technology will disrupt the equilibrium

The stasis between human and digital interaction is in constant flux. As virtual technology, robotics and AI
improve, people will naturally be attracted to the ease that technology offers, compared to the complexities
that come with human interactions.
In this future scenario, brands will lean on the tactile appeal that comes with human connection to draw
people back into the real world. A hug, a handshake or other forms of human touch will reinforce the power
of connection as a route to improved health and quality of life.

Innovation examples
Insuring Climate Change – US
State Farm and Allstate have announced they will stop insuring new
homeowners in California due to environmental risks.
Opening Doors – US
Chicago's Oak Park Commons brings urban co-housing to 10

intergenerational families.
Climate Shift – Netherlands
Non-profit Shift is offering a 12-week online course for people who want
to protect the climate but don't know how.
Consumer data
77% 47%
13%
of Canadian consumers of UK consumers say
worry climate change will that rising food prices of US consumers
cause extreme weather have made them more describe the community
in their region in their interested in growing they live in as close-knit
lifetime their own food
Base: Canada: 2,000 internet users aged 18+; UK: 1,751 internet users aged 16+ with a garden or
outdoor space; US: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, November 2021, March 2023, April 2022

BEING HUMAN
We need human support to optimise our lives. In a world increasingly dominated by

algorithms, we will need human skills and emotion to make the most of this
technological revolution.

Overview
Technology allows us to automate mundane tasks, freeing up time to pursue more-

meaningful activities. Unlike technologies of the past, which existed as tools,
today's rapidly advancing AI-powered technologies seem to be on track to outpace
human output. While consumers and businesses learn to balance the use of this
emerging technology, it will emphasise an appreciation of what makes us uniquely
human – our emotions, empathy, creative ideas and desire to connect with fellow
human beings. To strike a balance between progress and preservation, brands
and consumers will increasingly seek out uniquely human elements as a contrast
to faceless algorithms.

The Mintel Consumer Trend Who Needs Humans? emerged from both a fear and curiosity for automation.
This trend dives into the importance of retaining a human element as our reliance on technology increases.
Subsequently, Mintel's 2021 Global Consumer Trend Virtual Lives showed how the pandemic pushed
consumers to take on new digital personas in all aspects of their lives, removing their own sense of
autonomy as they shifted their lives onto a screen.

Mintel's 2022 Global Consumer Trend In Control revealed how consumers aimed to reclaim their authority
over their lives – a gap that is currently being filled by the rise of generative AI that gives consumers the
chance to experiment and explore on their own terms. Mintel's 2023 Global Consumer Trend Hyper
Fatigue demonstrated a tech dichotomy: as daily stress ramps up, there is a need to use tech tools to keep
pace, but there is also increasing resistance to accept rapid change.


We’re only at the beginning of understanding how AI will change society.
The past year has seen advancement after advancement in technology
and AI, with each new innovation presenting itself as a tool that will
change the game by making life and work more efficient.
People want to optimise their lives, and are looking for the tools to help
them do so. Technology has made it easier to understand both the
impersonal and abstract through apps that track everything from health
data to mood. With this, consumers want to focus on the connections that
bring people together by leveraging tech as a point of connection and
exploration as they work through their fears and expectations of
emerging technology as a collective. In this regard, tech-enabled tools
and products are helping consumers offload daily tasks so they can focus
on the work and activities that make them human.

Innovation examples
Hydration Tracking – US
Biotech company Nix has launched a hydration biosensor that gives

wearers information about their hydration levels.
Mi Negocio – Argentina
Brubank Argentina has asked entrepreneurs to visualise their dream

stores with the use of AI.
My Chatbot Lover – China
Single young people in China are finding solace and companionship

with AI chatbots.

Consumer data
77% 47%
47%
of Chinese consumers of UK consumers are
of Brazilian consumers
agree that technology concerned about having
agree that they feel guilty
companies should help to interact with AI more
if they aren't doing a
people better embrace than people (eg
productive activity
emerging technologies customer service,
through education emergency response)
Base: China: 3,000 internet users aged 18-59; Brazil: 1,500 internet users aged 16+; UK: 1,123
internet users aged 16+ who are concerned about the increasing prominence of artificial intelligence
Source: KuRunData/Mintel, July 2022; Kantar Profiles/Mintel, November 2022, April 2023

years
As the gap between early adopters and tech-resistant consumers
builds, brands can appeal to the middle ground as they adapt to new
ways of living and working alongside technology. In a world where being
upstaged by robots is becoming a real threat, finding a balance with
technology and tradition can be achieved through upskilling. As more
businesses incorporate AI to increase productivity and cut costs, there
will be widespread calls to protect and support workers, rather than
laying them off outright.
A new human-as-premium label will emerge, giving greater influence

to artisans who can take on the creative spirit that exists outside of an
algorithm. Brands will focus on connecting the dots as connectivity takes
on a new emotional meaning alongside a tech-focused one, driving their
focus on how one product or purchase can improve multiple parts of
consumers' lives.

Innovation examples
Art by Humans – US
In response to the popularity of AI art generators, the hashtag

#artbyhumans is being used by artists.
Digital Doppelgangers – China
Tencent has released a platform for fast and affordable production of

digital humans.
Virtual Eyes – Denmark
Be My Eyes has incorporated OpenAI's GPT-4 into its eponymous

mobile app to create a virtual visual assistant for blind and partially
sighted people.

Consumer data
58% 65%
67%
of US consumers say of Singaporean
of German consumers
being able to consumers are
agree that senior citizens
communicate with a concerned people will
are largely forgotten
person is what makes a lose touch with reality by
about in the digital world
good interaction with a spending too much time
customer service in the metaverse
department
Base: US: 1,324 internet users aged 18+ who are generally satisfied with customer service;
Singapore: 1,000 internet users aged 18+; Germany: 1,939 internet users aged 18+
Source: Kantar Profiles/Mintel, August 2022; Rakuten Insight/Mintel, August 2022; Kantar Profiles/
Mintel, April 2023

Human/AI collaboration
With time, humans will work collaboratively with AI, making work and life more efficient while showcasing
where a human touch cannot be replaced. As today's emerging technologies become more intuitive, this
will lead to its seamless adoption into everyday life. More workers will embrace the technology and
incorporate it into their work, using it intentionally to retain a sense of human creativity that exists safely
outside the bounds of an uncanny valley.
Future nostalgia takes hold

There will be many that become fatigued from tech, and nostalgic for the way things were. As the collective
memory of a pre-tech world grows more distant, this sentiment will have appeal even among younger
generations that only know the conveniences of a digitised world. We will see a rise of services that teach
human skills such as self-expression, and focus on how to connect with fellow humans. We can expect a
strong desire to preserve spaces for human interaction and engagement with nature, the arts and history.

Innovation examples
Social Media Detox – Vietnam
Vietnam's government orders global social media platforms operating in

Vietnam to use AI to automatically remove 'toxic' content.
Emotional Support AI – US
Tech start-up Inflection AI has launched Pi, a personal assistant and

emotional support companion.
Upskill the Art – India
To empower Indian artisans and craftsmen, Finance Minister Nirmala

Sitharaman launched the PM Vikas scheme during the Indian Budget
2023.

Consumer data
43% 53% 36%
of US consumers have of Chinese consumers of German consumers

used, or would be spend their leisure time believe that a video
interested in using, digital at home learning skills or consultation is not as
tools to help manage knowledge (eg e-learning reliable as an in-person
mental distress courses) doctor's appointment
Base: US: 2,000 internet users aged 18+; China: 3,000 internet users aged 18-59; Germany: 2,000
internet users aged 16+
Source: Kantar Profiles/Mintel, February 2022; KuRunData/Mintel, May 2023; Kantar Profiles/Mintel,
January 2023

MORE THAN MONEY
After a turbulent few years, consumers have reassessed their goals and priorities,
and reconsidered what matters most to them, affecting not only what they want and
need from the things they buy, but their perception of what constitutes value.

Overview
With a wider range of needs to fulfil, consumers have increasingly diverse ideas of
what indicates 'quality'. As budget pressures force tighter trade-offs, consumers
are becoming more realistic and self-serving in their search for value as they strike
a balance between quality received and cost incurred. While attributes like
sustainability, convenience and heritage remain important, brands should present
these attributes through the lens of quality so that they directly contribute to a
perception of value by demonstrating how these attributes make a product
functionally better – remembering that even emotional cues can have functional
importance for consumers.

In times of financial uncertainty, brands must emphasise value; however, cultural context might dictate how
this is communicated. Earlier periods of economic downturn (such as The Great Recession, which
impacted global markets from 2007-10) resulted in a focus on deals and discounts, as explored by the
Mintel Trend Let's Make a Deal. During the pandemic period, convenience was at a premium, giving rise to
Mintel Trends Straight to You and Flexible Spaces and a prioritisation of delivery. As the pandemic
recedes, value again is reconceptualised.

As Mintel's 2023 Trend Intentional Spending observed, consumers' value perceptions evolved to include
more than monetary perks. Sustainability, convenience, heritage and flexible payment options were no
longer just extra attributes that one trades for quality or vice versa – they add to the overall perception of
quality of the product by increasing the quality of the experience. This helped consumers make appropriate
trade-offs, even if that meant Trading Up in some areas, while trading down in others.


Consumers have increasingly diverse ideas of what indicates 'quality' in a
product or service; durability, versatility and craftsmanship are enduring
signals of quality, but consumers have a wider range of needs than ever
before. Sustainability, convenience, health and efficacy have become
additional signifiers of quality, which can increase consumers' perception
of value.
The travel industry's adoption of quick and seamless planning and

booking processes is an example of convenience superseding price by
offering the reassurance of a quality experience. In beauty and personal
care, other priorities such as ingredients, provenance and comfort
outvalue price, with consumers researching what is good value for
money and considering skincare routines and products as a long-term
investment, rather than a cheap and quick purchase.

Innovation examples
Durability Label – France
Ethikis has developed a product label to help consumers identify

durable items.
Quality-based Tourism – Thailand
Thailand is shifting its tourism industry from focusing on the quantity of

tourists to delivering quality-based travel, and sets sustainability as the
mandate for the sector.
Morally Trading Up – Brazil
Felisa is a new luxury fragrance brand rooted in sustainability.

Consumer data
67% 70%
21%
of UK consumers who of Thai consumers are
of Saudi pet owners have
have bought furniture in interested in and willing
purchased a subscription
the last 12 months prefer to pay more for beauty
service for pet products
to spend more on high- products that are
in the last 12 months
quality furniture that lasts formulated with natural
longer ingredients
Base: UK: 1,007 internet users aged 16+ who have bought furniture in the last 12 months; Thailand:
2,000 internet users aged 18+; Saudi Arabia: 591 internet users aged 18+ who are pet owners
Source: Kantar Profiles/Mintel, May 2023; Dynata/Mintel, March 2023; Kantar Profiles/Mintel, March
2023

years
Consumers are affiliating themselves with brands that represent their
values, but this is proving to be a double-edged sword; consumers are
also abandoning (loudly) the brands that don't align with their values.
Emphasising the functional aspects of a product will again rise in
importance, but so will highlighting the functional aspects of a brand.
The emotional value of a brand – especially a time-honoured legacy

brand – will grow in importance as consumers look more towards what a
brand means to them personally, rather than what it stands for societally.
Brands will focus on connecting more intimately with consumers by
highlighting their heritage, leveraging nostalgic elements, and underlining
the reliability and trust that the brand has earned.

Innovation examples
A Family Affair – US
Folgers' new ad campaign leans into its brand history as being

'grandma's coffee' and builds on its reputation as a reliable coffee
brand.
Baijiu Metaverse – China
Chinese baijiu brand Wuliangye has launched 'W Planet', a metaverse-

based virtual space aimed at young consumers to experience its brand
culture.
Collectible Sauce – US
Heinz has created a collectible sauce packet for all 50 states.

Consumer data
30% 60%
78%
of Chinese consumers of UK consumers think
of US consumers agree
who have luxury cars there should be more
the quality of a retailer's
worth RMB300,000 or sustainability
store brand is a reflection
more would be attracted transparency from food
of their overall quality
by a more-interesting outlets/restaurants
brand story
Base: China: 1,000 internet users aged 18-59 who have luxury cars worth RMB300,000 or above;
US: 1,966 internet users aged 18+ who are responsible for food and drink shopping; UK: 1,859
internet users aged 16+ who have eaten in or ordered takeaway in the last 12 months
Source: KuRunData/Mintel, March 2023; Kantar Profiles/Mintel, February 2023, May 2023

Overall trust declines
As trust in institutions continues to decline, consumer scepticism and scrutiny of brands that don't meet
their expectations will drive the shift in their perception of value. In order for consumers to understand and
familiarise themselves with their personal identities and tastes, they will expect brands to exhibit the same
effort playfully, honestly and vulnerably. Brands and consumers will enter a symbiotic experience of self-
discovery, informing each other of their priorities in a long-term sustainable contract between both parties.
Brand identity shapes the future

Game-changing brands, while honouring consumers' prioritisation of quality, will foster an emotional
connection with them through personalised products that tap into their sense of exploration. While price will
satisfy consumers' short-term interests, establishing a well-informed, firm and focused brand identity will be
the cornerstone of building a successful brand legacy.

Innovation examples
Lindt vs Lidl – Switzerland
A Swiss court has ordered German discounter Lidl to stop selling its
private-label Easter bunny due to its close resemblance to Swiss
premium chocolatier Lindt's premium Gold Bunny.
Transparent Champagne – France
French Champagne brand Ruinart has launched an online transparency

platform with detailed information on the full product lifecycle.
DINspiration – UK
Sainsbury's launched a mealtime-inspired pop-up outside King's Cross

Station to give commuters dinner inspiration.

Consumer data
45%
40% 62%
of Brazilian consumers
of Chinese consumers of US consumers feel a
who use scented
say additional emotional personal connection to
products say their
benefits will attract them their favourite
favourite scent is an
to buy a fragrance restaurants
important part of their
identity
Base: China: 3,000 internet users aged 18-59; Brazil: 1,383 internet users aged 16+ who use scented
products; US: 1,911 internet users aged 18+ who have ordered from a restaurant in the past three
months
Source: KuRunData/Mintel, March 2023; Kantar Profiles/Mintel, November 2022, February 2023

POSITIVE PERSPECTIVES
Uncertainty is nothing new, but brands and people can work together to deal with it
in new ways.

Overview
Uncertainty – long-term effects of the pandemic, economic instability, the rise of

generative AI, climate change and geopolitical tensions – is the only certainty there
is. Brands, steering away from their sanitised portrayal of reality, must present
genuine products and services that fit into the current reality and help consumers
deal with uncertainty.

We observed the need for novel experiences and a way to restore a sense of balance in response to the
pandemic, highlighted in the Mintel 2022 Trend Enjoyment Everywhere. But novelty was only one antidote
to pandemic uncertainty; brands also saw that helping consumers take agency over their circumstances
helped them feel In Control and reduce that sense of chaos.

In 2023, we witnessed this urgency evolve, with consumers adopting more Intentional Spending habits and
finding ways to survive Hyper Fatigue. The lingering impact of the pandemic alongside seemingly
intractable global issues have left consumers feeling hopeless.
To counter the feeling of living in limbo, consumers are waiting for a clear direction to arise, or something
profound from voices of authority, whether it be brands, policymakers or local governments. Brands can
reposition uncertainty into opportunities for growth and adaptation.

Soaring prices and political instability have and will continue to fuel global
uncertainty while wildfires, flooding and extreme temperatures are at the
forefront of consumers' worries. AI is adding a new layer of uncertainty,
which stems from a lack of familiarity and privacy concerns, but also the
fear of AI-informed advancement threatening job security. This will lead
to increasing unemployment rates, and consequently have a negative
impact on consumers' mental health.
It is essential for brands to surrender to a more-honest portrayal of

reality, presenting grittier products and actionable information that will
help consumers feel more grounded and reassured. For instance,
instead of avoiding discussing concerns about AI replacing human jobs,
brands can demonstrate how the power of generative AI can help
facilitate the training and education of health professionals.

Innovation examples
AI Online News – Saudi Arabia
London-based online Arabic newspaper Elaph has announced that it is

investing in artificial intelligence.
AI President – Mexico
The AMLOPEDIA is the first AI-created site allowing consumers to

easily search the content of the Mexican President's daily press
conferences.
Ugly Fruit and Veg – Australia
Food waste start-up Good & Fugly delivers imperfect seasonal fruit and
vegetable boxes straight to consumers. Launched in Brisbane.

Consumer data
47% 64%
61%
of UK consumers who of UK consumers say
of Chinese consumers
know about AI are they trust financial
agree the widespread
somewhat concerned service providers to offer
use of generative AI will
about its increasing impartial support to
eliminate jobs
prominence struggling consumers
Base: UK: 1,231 internet users aged 16+ who know about artifical intelligence; China: 1,661 internet
users aged 18-59 who know about generative AI; UK: 1,975 internet users aged 18+
Source: Kantar Profiles/Mintel, April 2023; KuRunData/Mintel, April 2023; Kantar Profiles/Mintel,
March 2023

years
Brands can play a role in people's spiritual lives, creating a mental space
where they can relax, focus inward and process their personal realities.
Rather than perpetuate notions of toxic positivity, they can resonate with
consumers by acknowledging that they have the right to explore the
complexities of their emotions or mental states, whatever they might be –
weakness, stress, anger, grief, sadness or happiness – as they are all a
natural part of life, and can be converted into something meaningful and
powerful.
Brands can lead or join the conversation to normalise negative emotions.

There is also an opportunity to explore nature as an important spiritual
resource, as well as unconventional forms and mediums of faith and
spirituality, with options for digital support to help consumers with spiritual
assistance.

Innovation examples
AI Soundscapes – Germany
Universal Music Group has announced a partnership with German tech

company Endel to use AI to create music soundscapes.
Failure Festival – Netherlands
The Faal Festival in Utrecht has encouraged young people to embrace

failure in order to improve their mental health.
AI Inspiration – Colombia
Beer brand Poker invited Colombians to make art using AI at the recent
Cali Fair.

Consumer data
84% 36%
42%
of Chinese consumers of Thai consumers who
of US consumers are
agree people should be have experienced mental
interested in improving
well prepared for various health issues say
their spiritual wellness in
uncertainties as early as uncertainties in future
the next 12 months
possible planning contribute
Base: US: 2,000 internet users aged 18+; China: 3,000 internet users aged 18-59; Thailand: 1,627
internet users aged 18+ who have experienced mental health issues in the last six months
Source: Kantar Profiles/Mintel, February 2022; KuRunData/Mintel, February 2022; Dynata/Mintel,
February 2022
Future forecast
Build resilience
In the next three to five years, climate change will pose a much larger threat to consumers' livelihoods and
their financial wellbeing will still take time to improve. Uncertainty is a variable that isn't going to change,
but brands can facilitate building resilience to withstand and coexist alongside potential adversities to
come.
Assess true risk

Brands have the opportunity to further leverage the functional aspects of AI to formulate predictions, risk
assessments and observe quality control, as we have seen in the efficiency and optimisation of packaging.
Brands can create self-help and 'self-betterment' products and resources covering various categories and
concerns such as careers, personal finance, relationships and health. Consumers' personal growth will be
driven by their ability to embrace inevitable uncertainties.

Innovation examples
Reading for Help – Colombia
Self-help books have become bestsellers in Colombia.
Wellness Festival – UAE
COREUNITY festival launched a three-day wellbeing event at Hatta

Wadi Hub with tailored events for the entire family.
Nutrition Advice App – Japan
Wellnas has developed the world's first AI-powered app to provide

personalised nutrition advice and healthy eating plans.

NEW GREEN REALITY
Incorporating sustainability into the day-to-day is not enough – we are entering a

new reality where survival within a new climate context is the priority.

Overview
People are facing the reality of an existential climate threat, which demands a
radical and collaborative approach to address the challenges ahead. Sustainability
is no longer (if it ever should have been) a selling point and should be seen as an
essential element of survival, driving brands to continuously innovate and push the
boundaries of what's possible – and what's necessary.

Amid the pandemic, consumers became more critically aware of their near-in environment, driving them to
think about Sustainable Spaces. Subsequently, Mintel's 2022 Global Consumer Trend Climate Complexity
came out of a growing need for guidance from brands to help consumers make sense of mixed messaging
around the climate crisis. At a time when the pandemic placed personal responsibility above all other
claims, consumers felt pressured to take on the world's problems, without the brand support they needed
to sustain this mindset.

The effects of these themes came to a head in 2023, wherein a growing sense of Hyper Fatigue and new
focus on International Localism added a new layer to consumers' bubbling feeling of eco-apathy.
Consumers are approaching global issues with the same consideration and compassion as local initiatives,
making it necessary for brands to show how they are also taking on part of the burden of climate action.

Brands are investing in disruptive innovations that surpass
conventional eco-friendly efforts. By highlighting forward-thinking
approaches, brands can reframe climate messaging from merely
reducing carbon footprint to actively regenerating and giving back to the
world, making it less overwhelming and more appealing to consumers.
This is increasingly relevant, as a mistrust towards brands' environmental

initiatives is growing among consumers, driving brands to openly
communicate their practices, demonstrate measurable impact and
actively involve consumers in their efforts. Above all else, consumers are
fully aware that doing nothing is not an option.

Innovation examples
Coffee-powered Menu – Taiwan
Nespresso Taiwan and popular local Italian vegetarian restaurant

Miacucina have launched a special menu created from cabbages that
were grown from soil enriched by Nespresso coffee grounds.
Made With Air – US
Cuyana's Made With Air campaign calls attention to greenwashing and

encourages a shift toward practical sustainability messaging.
Ocean-bound Plastic – UK
Lidl UK is the first supermarket in the country to introduce water bottles

made from Prevented Ocean Plastic.

Consumer data
77%
52% 59%
of Chinese consumers
of German consumers of US consumers think
agree that beauty and
don't trust companies to many companies are just
personal care brands
be honest about their pretending to be
should take main
environmental impact sustainable
responsibility in
sustainability
Base: China: 3,000 internet users aged 18-59; Germany: 1,000 internet users aged 16+; US: 2,000
internet users aged 18+
Source: KuRunData/Mintel, December 2022; Kantar Profiles/Mintel, April 2023, February 2023

years
When it comes to climate action, consumers are increasingly turning their
attention to how brands are holding themselves accountable to their own
sustainability goals. To stay ahead of the curve, brands need to revisit
their long-term projections and timelines to demonstrate meaningful and
measurable progress towards these targets, and make changes quickly
based on the realities of the changing world.
By this point, consumers are already carrying their own biases about
what it means to be sustainable or climate-aware, making it necessary
for brands to clarify any misconceptions about their own practices. Even
with this, anxious consumers may be reluctant to take on necessary new
lifestyle changes, which will drive brands to do more to help smooth
these transitions.

Innovation examples
Methane Busting – Australia
Seaweed product start-up Immersion Group secures funding to expand

production of red seaweed, which reduces methane levels in livestock
farming.
Recycling Deregulated – South Korea
Starbucks Korea is the first coffee chain in the industry to receive

official approval from the South Korean government to recycle its coffee
grounds.
Museum of Earth – US
The Museum of Earth is an immersive museum launching in 2024,

intended to be a hub to bring together experts on conservation,
agriculture and ocean health.

Consumer data
39% 80% 34%
of UK consumers would of Thai consumers agree of US consumers don't

be interested in labels that it is important that choose food/drink
with instructions on how brands turn their words/ products with
to sustainably care for an missions into tangible sustainability claims
item actions more often as they prefer
products they are used to
Base: UK: 2,000 internet users aged 16+; Thailand: 2,000 internet users aged 18+; US: 1,641
internet users aged 18+ who are responsible for food and drink shopping in household and who don't
purchase products with sustainability claims exclusively
Source: Kantar Profiles/Mintel, April 2023; Dynata/Mintel, December 2022; Kantar Profiles/Mintel,
March 2023

Brands can lead the charge
Climate inaction will be a costly choice for companies and brands alike. Consumers will be looking for
brands to take responsibility and lead the charge in climate-focused progress which, for brands in different
categories, could prove unpalatable, as much will depend on fundamental business practice overhauls.
This has the potential to set off a feel-good effect, helping consumers alleviate guilt about not doing
enough for the environment, and concerns about how the climate crisis will affect them.
Future planning offers assurance

By focusing on progress, companies can provide consumers with a sense of assurance that, while their
lives will be affected by climate change, future planning and collaboration can provide adaptable solutions.
Trust and reassurance will add a new layer to ESG (environmental, social, and corporate governance)
initiatives as brands adopt climate adaptability as a core tenet of their business practices, going beyond
performative climate action by changing how consumers interact with both the natural world and the built
environment around them.

Innovation examples
Earth Stocks – Brazil
To generate corporate engagement in caring for the environment, the

Earth has been launched on the Brazilian stock market.
Virtual Environment – US
Nature Snap is a free digital game in which users explore habitats,

meet different species and learn how to protect their environments.
Coal Drops Calm – UK
L'Estrange's Coal Drops Yard Store has incorporated elements of

nature to create a calming space.

Consumer data
75% 19%
35%
of Indian consumers of Brazilian consumers
of Canadian consumers
agree that it is agree that the
feel guilty about how
everyone's responsibility environment has been
their community impacts
to conserve natural worrying/stressing them
the environment
resources and/or protect out the most
the environment
Base: India: 3,100 adults aged 18+; Canada: 1,759 internet users aged 18+ who commuted in the
past 12 months; Brazil: 1,500 internet users aged 16+
Source: Ipsos Observer/Mintel, October 2022; Kantar Profiles/Mintel, November 2022

KEY TAKEAWAYS

Key takeaways
The importance of human relationships: essential for marketing and communication strategies,
provenance and heritage of products, and customer service.
Uncertainty about AI: essential for consumer trust in brands, use of technology in product innovation and
communications, and competitive strategies.
Coping with climate change reality: essential for measuring claims, developing long-term customer
relationships, and future product innovation.
Things to think about

Reframing positivity
• Perhaps it is time for brands to double down on spreading joy - in times of uncertainty, a positive
message can cut through.
• As always, though, authenticity and transparency are essential to make sure this message lands.
• Having a genuine, human-led connection and supporting human communities are more important than
ever.
AI uncertainty
• The exponential growth of AI risks alienating huge swathes of consumers.
• Trust in technology is nothing new, but the emerging intelligence of generative tools enhances this need.
• There are hugely positive potentials for AI, but brands need to tread carefully in order to ensure their
customers feel comfortable with the developments.
Coping with the climate

• Talk of a tipping point when it comes to the climate crisis is no longer enough to engage with people.
• We are seeing the impact of climate change in our day-to-day lives, and as a result are demanding
tangible action.
• Humans don't like change - putting more pressure on brands to support the various transitions is
needed.

Speak to your Account Manager to book a meeting to discuss

how the 2024 Global Consumer Trends will impact your
business
Meet the expert

Simon Moriarty
Director of Trends, EMEA
Simon is an experienced consumer behaviour specialist with over ten

years' experience of content creation, strategic management, product
development, global team leadership and delivery of actionable and in-
depth insight across global markets including China, Brazil, India and the
UK.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a licensed market
survey agent (see Research Methodology for more
information).
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2 OCTOBER 2023 | INDUSTRY TREND

GLOBAL CONSUMER TRENDS 2024

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RELATIONSHIP RENAISSANCE .......................................................................................................... 5

BEING HUMAN .................................................................................................................................... 12

MORE THAN MONEY .......................................................................................................................... 21

POSITIVE PERSPECTIVES ................................................................................................................ 30

NEW GREEN REALITY ....................................................................................................................... 37

KEY TAKEAWAYS ............................................................................................................................... 45

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Global Consumer Trends 2024

Consumers are finding comfort through screens at the cost of building

We need human support to optimise our lives. In a world increasingly

More Than Money

Consumers have reassessed their goals and priorities and

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Global Consumer Trends 2024

New Green Reality

Incorporating sustainability into the day-to-day is not enough – we are

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Interpersonal communication has changed dramatically in recent years. Although

Evolution of the Trend

The post-pandemic period

What's happening now: the next 12 months

At the same time, traditional points of personal connection – such as a

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Every Mind Matters – UK

Tinder is supporting the government campaign Better Health: Every

Café Run By Friends – Japan

A Tokyo café staffed by actors wants every customer who walks

Rise of the Body Doubles – US

Remote workers and students are logging onto livestreams of others

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What's happening next: 18 months – 2

Personal interests offer a point of conversation to form deeper

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Scented Documents – China

Chinese fragrance brand Documents has opened its first community-

Breathwork Works – Canada

Othership is an app and in-person wellness studio that specialises in

Netflix and Bumble – US

62% 48% 67%

of US consumers prefer of UK consumers choose of Thai consumers think

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Future forecast: 5 years+

Evolving technology will disrupt the equilibrium

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Insuring Climate Change – US

Chicago's Oak Park Commons brings urban co-housing to 10

Climate Shift – Netherlands

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We need human support to optimise our lives. In a world increasingly dominated by

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Technology allows us to automate mundane tasks, freeing up time to pursue more-

Evolution of the Trend

The post-pandemic period

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What's happening now: the next 12 months

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Biotech company Nix has launched a hydration biosensor that gives

Brubank Argentina has asked entrepreneurs to visualise their dream

My Chatbot Lover – China