Mintel has recently published its annual report in which it previews what the consumer trends will be in the coming year. If there is one thing that will become important and that companies will have to take into account, it is that the consumer will look for a more human side of them and misses a more personal link between consumer and brand. These are the main trends that will follow:
Being human
This is the first trend, which, according to Mintel, will be with us in 2024. This trend will impact marketing and brand innovation. According to the agency Mintel, consumers need human and emotional skills in a world dominated by digitalisation and algorithms. Consumers are looking for something beyond automation. They want a connection and will be able to pay for products or services prizes that offer a more human, closer treatment. Therefore, brands will balance technology and what humans are capable of delivering to achieve success in the future.
More than money
Consumers have been looking at much more than economics for years. And in that respect, 2024 will be no less. It is no longer all about value for money. As Mintel's latest report shows, the number of consumers looking to make their actions matter when it comes to sustainability continues to grow. Consumers are looking for benefits such as sustainability, convenience and more flexible payment options. These attributes are no longer seen as extras that consumers trade for quality, but as integral parts of the overall product experience. Brands that demonstrate that they are aligned with consumers' demands and ethical preferences will be more likely to succeed in 2024. Consumers will value the social and emotional value of companies even more and will seek to identify with the brand. Brands will therefore need to focus on strengthening the bond with people, with a focus on conveying an authentic message, with integrity, to build their identity.
Relationship Renaissance
The importance of social relationships is re-emerging and this is closely related to the first point. Social interaction looks set to be at the forefront of branding in the coming year. Social relationships will be positioned as a very relevant and crucial factor in mental health. As a result, both private and public organisations will see new ways of bringing people together and finding new ways to help consumers. Consumers will prioritise connections and seek new forms of intimacy to improve their physical and mental health. Brands will take on a significant role as 'wellness industry champions' demonstrating that they are capable of leading movements such as 'self-care'.
New green reality
For yet another year, concern about climate change will be among the top consumer trends, according to Mintel. Consumers are aware that a passive role in the fight to protect the environment is not enough. It is not enough just to be aware of the problem, radical solutions are needed. Sustainability will cease to be a purchasing driver and will become essential and seen as necessary for survival. Brands will have to move away from more traditional strategies and work more on continuously innovating new materials to make their commitment to sustainability even more visible. Brands will have to make their positioning on the climate crisis clear and they have to be very careful about the message they give. It must be clear and concise, leaving no room for speculation, guesswork or equivocation. Brands that can demonstrate their commitment to sustainability and offer tangible solutions to environmental challenges will be more successful in the future.
Positive perspectives
Consumers and brands will work hand in hand to help combat the uncertainty that has accompanied us since Covid, and subsequently with inflation and price rises in virtually all products and services. Brands will offer authentic products and services with accessible and practical information to help consumers feel reassured and able to cope with the uncertainty that accompanies them. Consumers are looking for effective outlets and solutions to reduce the feeling of always waiting for something to happen. Brands that can offer clear direction and truthful opinions accompanied by authoritative voices and personalities, whether they are brands, policy makers, local governments or other entities, are likely to be more successful in the future.