Forecasting firm Mintel has just released its report on consumer behavior and habits for the year 2024. On the agenda: a desire to return to more human contact, an ever-stronger commitment to sustainability and a desire to redefine value.
Mintel has identified several trends.
Being human
New technologies are becoming an increasingly important part of everyday life. The general public rightly expects digital advances to automate certain non-value-added tasks in order to free up time. 48% of Germans recognize that technology can have a positive impact on productivity, and 25% of Japanese say they want to improve the way they do things by using digital tools.
However, there is a fear that the Metaverse and other artificial intelligences will contribute to a deterioration in human relations. So it’s important to find a middle ground.
“As emerging technologies become more intuitive, consumers will embrace them and integrate them seamlessly into their work and daily lives,” analyzes Mintel. “But there’s no substitute for real interaction. While technology can improve productivity, brands will still need to invest in their people and their communities to continue to nurture relationships with their customers.”
More than money
Consumers will re-evaluate what matters most to them, affecting not only what they want and need, but also their perception of value. They have increasingly different ideas of what constitutes the “quality” of a product or service. For example, 70% of Thais say they are attracted by skincare …
