Global user trends for 2024

The market research agency Mintel makes annual trend forecasts, using information from global market data and consumer behavior analysis.

What does this information provide? Based on this data, brands can determine their development direction for the year. In short, it is another tool for improving the planning quality of both large and small brands.

The year 2024 promises to be exciting and rich in changes for users around the world. Here are the key trends:

• Being Human: In our world where technology and algorithms take center stage, let’s not forget that human skills and emotions remain important. Utilizing technological progress with an emotional approach will help engage the audience and create deep connections with them.

?How brands can implement this? – show more emotions, incorporate a representative image (mascot, brand face) in the content, and talk not only about victories but also about problems or everyday life.

• More than Money: Consumers are putting more effort into understanding what is truly important to them and are seeking products that align with their values. In addition to quality, there is now a demand for values and the brand’s belief in its own ideals. Brands that understand this aspect and leverage it, positioning not only the product but also the motivation behind its creation, can capture a larger audience.

? Overall, this point is about the fact that storytelling always sells, so good marketing and storytelling can elevate the popularity of not only the product but also the brand as a whole. Remember that this should be ethical and justified. Use a customer-oriented approach and strive to improve the shopping experience with you, which will encourage repeat purchases.

• Renaissance of Relationships: Consumers who are feeling fatigued by screens and social media are seeking new forms of privacy and connections in real life. This is related to a desire for physical and mental health.

?- we would recommend reviewing the time and amount of material that the client receives from you. Check if the communication is intrusive and inappropriate. This trend also encompasses the possibility of offline spaces; after the pandemic, people want to go out of the house as often as possible.

• Eco-activism: Climate change is becoming more relevant, and consumers and brands recognize that this issue holds high importance. Creating a sustainable future is becoming our global task.

?- switch to eco-friendly ingredients and products. If you can reduce the amount of plastic in packaging or containers – this will be a significant plus for you as a conscious brand, and this solution will definitely find supporters.

• Positive prospects: In 2024, brands and consumers will work together to address issues and combat uncertainty.

?- focus on your audience, conduct research and surveys to create content not just because it’s written in the research, but because it will be interesting to your subscribers.

In summary, we can say that we need to focus on user experience, creating more content “for” and “with” people. It is also important to showcase and declare ourselves – highlight your volunteer and community activities, your own values and opinions. Constantly test new theories and be yourself ?

And using these tips, we ask you to react to how interesting and useful this content was. In the future, we plan to do more specifically for you, so we need your help!