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1、GLOBAL CONSUMER TRENDSUnderstand whats new and next in global consumer behaviour and the impact on marketing and innovation.Editors NoteWelcome to Mintels 2024 Global Consumer Trends.Its been a year of change(arent they all).With the lingering effects of the COVID-19 pandemic,fluctuating economic in

2、stability,increasing political unrest and new artificial intelligence around every corner,many consumers feel overwhelmed and distracted,resulting in interesting behaviour shifts.This year,we are calling out five trends that we think are particularly interesting for brands to pay attention tonow and

3、 in the future.They are Being Human,More Than Money,Relationship Renaissance,New Green Reality and Positive Perspectives.For those new to Mintels annual trend predictionsor as a reminder to those who may have forgottenour living,growing prediction model adapts to the unforeseen.Centred around the se

4、ven Mintel Trend DriversWellbeing,Surroundings,Technology,Rights,Identity,Value,and Experiencesthe model supports the fluid acceleration or deceleration of a trend according to the reality of individual markets.It allows us to be more adaptive and reactive to change and to continue to focus on the f

5、uture.Simply put,through our trend predictions,we recommend how brands can grow from shifts in consumer attitudes and behaviours.Unlike other trends in the marketplace,our trends are backed by robust data and expert opinions,ensuring that what you read here is meaningful and actionable rather than g

6、uesswork,abstract ideas,a viral fad ordare we sayjust fluff.After youve read and digested the trends,youll probably think about what comes next.For example,How do I bring this to life for my brand?How can I effectively prioritise which trends offer the greatest opportunity for growth?Thats the perfe

7、ct time to get in touch.Our team is well-versed in building brand-specific trend frameworks that answer these questions and more.If youre a Mintel client,contact your Account Manager for more information.If youre not a Mintel client,visit to get in touch.Either way,we look forward to hearing from yo

8、u.Dana MackeDirector of Mintel Trends,AmericasMatthew Crabbe Director of Mintel Trends,APACSimon MoriartyDirector of Mintel Trends,EMEAIn a world increasingly dominated by algorithms,we will need human skills and emotion to make the most of this technological revolution.01Incorporating sustainabilit

9、y into the day-to-day is not enough;consumers and brands will be faced with the reality that survival within a new climate context has to be the priority.04Brands and consumers will work together in new ways to deal with uncertainty.05Consumers will reassess what matters most to them,affecting not o

10、nly what they want and need,but their perception of what constitutes value.02Consumers who find comfort through screens at the cost of meaningful,real-life relationships,will seek new forms of intimacy for the sake of their physical and mental health.03ContentsBeing HumanMore Than MoneyRelationship

11、RenaissanceNew Green RealityPositive PerspectivesThe past year has seen advancement after advancement in technology and AI,with each innovation changing the game by making life and work more efficient.Technology allows consumers to automate mundane tasks,freeing up time to pursue more meaningful act

12、ivities.Unlike technologies of the past that existed as tools,todays 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,consumers will begin to appreciate what makes humans so uniqu

13、eemotions,empathy,creative ideas and the 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.Consumers want technology to forge connectionsBase:2,

14、000 German internet users aged 16+;1,123 UK internet users aged 16+;2,000 Japanese internet users aged 18+Source:Mintel Reports Germany,Future of Health Technology,2023;Mintel Reports UK,Future of Technology,2023;Mintel Reports Japan,Sharing Economy,202247%of UK consumers who are concerned about the

15、 increasing prominence of AI are specifically concerned about having to interact with AI more than people (eg customer service,emergency response).In a world increasingly dominated by algorithms,we will need human skills and emotion to make the most of this technological revolution.Being Human0125%o

16、f Japanese consumers say they want to improve their lives by using digital technology.48%of German consumers agree that technology can have a positive impact on productivity.4Whats happening next As a wider gap develops between early adopters and tech-resistant consumers,creating greater friction,br

17、ands can appeal to the middle ground as consumers adapt to new ways of living and working alongside technology that increasingly calls into question what it means to be human.In a world where being upstaged by robots is becoming a real threat,finding a balance between technology and tradition can be

18、 achieved through upskilling.As more businesses embrace AI to increase productivity and cut costs,there will be widespread calls to protect and support workers,rather than make them redundant.Consumers will need time to adjust and learn how to make technology more applicable at the individual level,

19、sparking new discussions and innovations around how to be intentional about blending the digital and the physical.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

20、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 ones life by finding patterns that would be difficult to spot alone or with the assistance of technology.Consumers seek a balance betwee

21、n technology and traditionBase:2,000 Canadian internet users aged 18+;1,000 Singaporean internet users aged 18+;1,324 US internet users aged 18+who are generally satisfied with customer service Source:Mintel Reports Canada,Families and Tech,2023;Mintel Global Consumer,The Holistic Consumer,2022;Mint

22、el Reports US,Evolution of the Customer Service Experience,2022of US consumers say communicating with an actual person is what makes an interaction with a salesperson or customer service department a good experience.of Singaporean consumers agree/strongly agree they are concerned people will lose to

23、uch with reality by spending too much time in the metaverse.of Canadian parents agree that they worry about their children having too much access to digital media (eg screen time,appropriate content).72%58%65%5How brands are innovatingUS biotech company Nix launched a wearable hydration biosensor th

24、at calculates fluid and electrolyte loss and informs the user about their hydration levels.Digital bank Brubank Argentina invited entrepreneurs to use AI and the Mi Negocio app to submit visualisations of their dream store and the bank produced the digital designs for free.Young,single people in Chi

25、na are finding solace and companionship with AI chatbots,documenting their romances on social media and describing in vivid detail their unusual correspondence with the near-human ChatGPT.Danish tech start-up Be My Eyes has incorporated OpenAIs GPT-4 into its eponymous mobile app to create a virtual

26、 visual assistant for blind and partially-sighted people that can generate spoken words from images.Artists and illustrators in the US are using the hashtag#artbyhumans as a form of silent protest and a rallying cry against the abundance of AI-generated images/art.Chinese multinational technology an

27、d entertainment conglomerate Tencents AI+Intelligent Factory platform enables users to produce fast and affordable digital humans without the need for trained AI prompting.Source:Source: via InstagramSource:gettySource:jimrow via InstagramSource:Yan Cong for The Washington Post6Future forecastAs eme

28、rging technologies become more intuitive,consumers will embrace them and seamlessly incorporate them into their work and everyday lives,intentionally using technology to retain a sense of human creativity that exists safely outside the bounds of an uncanny valley.But there will also be many who grow

29、 fatigued from technology and nostalgic for the way things were.As the collective memory of a pre-tech world grows more distant,this sentiment will appeal even to younger generations that only know the conveniences of a digitised world.From this will rise services that teach human skills like self-e

30、xpression and focus on how to connect with fellow humans.There will be a strong need for guidance and reminders of what it means to be human far beyond efficiency as consumers seek the level of empathy and service that only a human can provide.While tech itself can boost efficiency,brands will still

31、 need to invest in their people and communities to continue nurturing customer relationships.“As the collective memory of a pre-tech world grows more distant,nostalgia will appeal even to younger generations that only know the conveniences of a digitised world.”7Mintels 2021 Global Consumer Trend Vi

32、rtual Lives accurately predicted that the COVID-19 pandemic would push consumers to take on new digital personas in all aspects of their lives,removing their sense of autonomy as they shifted their lives online.In 2022,our Global Consumer Trend In Control revealed how consumers aimed to reclaim auth

33、ority over their lives,a desire that is currently being fulfilled by the rise of generative AI which gives consumers the chance to experiment and explore on their terms.More recently,Mintels 2023 Global Consumer Trend Hyper Fatigue shows how consumers are at a turning point in their relationship wit

34、h technology.It can be both a stressor and a solution as the pace of life continues to accelerate beyond their control.As far back as 2011,Mintel Trend Who Needs Humans?emerged from both a fear of,and curiosity about,automation,and now explores the ways technologies like AI and robotics are increasi

35、ngly replacing the need for humans in various fields that were previously untouched by early automation.Today,this trend dives into the importance of retaining a human element as our reliance on technology increases,paving the way for human touch and expertise to become increasingly desired and valu

36、ed.Evolution of the trend8Consumers define quality in new waysConsumers will reassess what matters most to them,affecting not only what they want and need,but their perception of what constitutes value.More Than Money02Traditionally,value has been defined as the ratio of quality received to price pa

37、id in a purchase transaction.Brands often simply manage the price side of that equation when attempting to deliver better value which,while important,is not where the powers of influence end.Consumers have increasingly diverse ideas of what indicates quality in a product or service.As budget pressur

38、es force tighter trade-offs,consumers are becoming more realistic 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 them through a quality lens.In this way

39、,they can directly contribute to a perception of value by demonstrating how these attributes make a product functionally better.70%of Thai consumers are interested in,and willing to pay more for,beauty products that are formulated with natural ingredients.67%of UK consumers who have bought furniture

40、 in the last 12 months prefer to spend more on high-quality furniture that lasts longer than buy cheaper furniture that needs replacing frequently.Base:2,000 Thai internet users aged 18+;1,007 UK internet users aged 16+Source:Mintel Reports Thailand,Clean Beauty,2023;Mintel Reports UK,Furniture Reta

41、iling,20239Whats happening next Marketers have long asked consumers to buy into the idea of their brand and how it represents emotions and lifestyles more than being just a product,service or function.Consumers are affiliating themselves with brands that represent their values,but this is a double-e

42、dged sword;they are also abandoning(loudly)the brands that dont align with their values.Emphasising the functional aspects of a product will again rise in importance,but so will emphasising the functional aspects of a brand.The social and emotional value of a brand will grow in importance as consume

43、rs look more towards what a brand means to them personally,rather than what it stands for societallyespecially time-honoured legacy brands.Marketers will focus on connecting more intimately with consumers by highlighting the brands heritage,leveraging nostalgic elements,and underlining the reliabili

44、ty and trust that theyve earned.As the pace of change increases and consumers feel ever more uncertain about the world around them,reminding them of brand history,tradition or longevityand where it sits within the human narrativecan position a brand as a pillar of stability in an ever-changing world

45、.Consumers want to connect with brandsBase:1,966 US internet users age 18+who are responsible for food and drink shopping in the household;1,000 Chinese internet users aged 18-59 Source:Mintel Reports US,Private Label Food and Drink,2023;Mintel Reports China,Lifestyles of Luxury Car Owners,2023of Ch

46、inese consumers who have luxury cars worth RMB 300,000 or above would be attracted by a more interesting brand story.of US consumers agree the quality of a retailers store brand is a reflection of a retailers overall quality.78%30%10How brands are innovatingBrazilian luxury fragrance brand,Felisa,is

47、 rooted in sustainability by producing vegan,cruelty-free products formulated with natural ingredients.French cooperative Ethikis has developed the Longtime label,a quality mark to help consumers identify durable products.Chinese baijiu brand Wuliangye has launched W Planet,a metaverse-based virtual

48、 space,aimed at encouraging young consumers to experience its brand culture.Thailand has shifted its tourism industry from focusing on the number of tourists to delivering quality-based,sustainable and responsible tourism.US food processing company Heinz has created a collectable sauce packet for al

49、l 50 US states,each one highlighting a regional delicacy from the state to bring Americans together rather than highlight what divides them.Source:felisa.beauty via InstagramSource:Source:HeinzSource:SocialBetaSource:Longtime Label11Future forecastAs trust in institutions continues to decline,consum

50、ers scepticism and scrutiny of brands that dont meet their expectations will drive the shift in their perception of value.Brands must reestablish and strengthen their relationship with consumers,placing the consistent delivery of functionality at the core of their message and ensuring that reliabili

51、ty,trust and authenticity feed into the integrity of their identity and vision moving forward.For consumers to understand and familiarise themselves with their identities and tastes,they will expect brands to exhibit the same effort,playfully,honestly and vulnerably.Looking ahead,some consumers and

52、brands will enter a parallel journey to discover their priorities,which will lead to a long-term sustainable contract between both parties.Gamechanging brands,while respecting consumers prioritisation of quality,will foster an emotional connection with them through personalised products that tap int

53、o their sense of exploration.“Brands must reestablish and strengthen their relationship with consumers,placing consistent delivery of functionality at the core of their message and ensuring that reliability,trust and authenticity feed into the integrity of their identity and vision.”12Health and fin

54、ancial crises,widening inequality and wealth disparities have ignited global financial anxiety and forced consumers to trim their budgets.However,as the 2023 Mintel Global Consumer Trend Intentional Spendingpredicted,consumers value perceptions have evolved to include more than monetary benefits.As

55、a result,sustainability,convenience,heritage and flexible payment options are no longer simply extra attributes that consumers trade for quality or vice versa.Instead,they add to the overall perception of the quality of the product by increasing the quality of the experience.Long-term financial turb

56、ulence and soaring prices will limit consumers spending power and force many to maintain price-conscious spending habits.However,brands can remain relevant by continuing to evolve the definition of value.Ultimately,competitive brands will amplify and capitalise on their legacy,accomplishments and su

57、ccess stories to demonstrate their worth.In particular,those Moral Brands that can show their alignment with consumers ethical demands will succeed.Evolution of the trend13Interpersonal communication has changed dramatically in recent years.Although consumers have more access to communication tools

58、than ever before,the onslaught of social media,text chains and video calls has led to stress and burnout.Traditional points of personal connection,such as a shared office space or the family television set,are being replaced by remote working and personal devices.Activities that used to be done toge

59、ther are now done in tandem but separately.Increasingly,this is creating a fragmented network of relationships that is difficult to build and maintain.At the same time,interpersonal relationships are emerging as a facet of wellbeing that consumers are eager to explore.While health is often managed t

60、hrough diet and exercise,social connection is also critical to survival and thus an important health factor to maintain.As a result,both public and private organizations are rising to the occasion to bring people together and find new ways to help consumers shift passive relationships to active ones

61、.Consumers prioritise connectionsBase:1,500 Brazilian internet users aged 16+;1,000 Chinese internet users aged 18+;1,000 UK internet users aged 16+Source:Mintel Reports Brazil,Wellness Lifestyles,2023;Mintel Global Consumer,The Holistic Consumer,2023Consumers who find comfort through screens at the

62、 cost of meaningful,real-life relationships,will seek new forms of intimacy for the sake of their physical and mental health.Relationship Renaissance0339%of Chinese consumers say they intend to make new connections with people through hobbies or clubs in the next 12 months.23%of UK consumers say the

63、y go out socially now as much as they did pre-pandemic.66%of Brazilian consumers spend time with someone they like as a way to cope with stress.14Whats happening next Brands play a significant role in shaping the wellbeing industry,as demonstrated by the size and power of the self-care movement.Bran

64、ds helped develop the self-care industry by creating products that build a cocoon of comfort for users.Now,brands are being challenged to pull people out of the self-care cocoon and back into the social world to improve personal health.Brands will reframe self-care so that its not solely about the i

65、ndividual,but also about their connection to others.Consumers dont just want to be cared for;they want to care for others too,as demonstrated by the increase in the number of pets and plants in the household.Some brands will help consumers find points of connection.Companies in the pet,fitness and l

66、eisure categories are particularly suited to this as these are interests that bring people together.They provide conversation topics to help consumers develop deeper relationships and form communities with others who share their interests.Food,beverage and beauty companies will also find meaning in

67、connection as they redesign solo routinesfrom morning coffee to evening skincare regimensas something consumers dont have to do alone.Consumers seek connections to support self-improvementBase:1,500 Thai internet users aged 18+;3,000 US internet users aged 18+;1,742 UK internet users aged 18+who hav

68、e participated in a leisure activity in the last month Source:Mintel Reports Thailand,Healthy Lifestyles,2023;Mintel Reports US,Multicultural America:Leisure and Entertainment,2023;Mintel Reports UK,Leisure Outlook,2023of Thai consumers think it is easier to maintain healthy habits with other people

69、 than on their own.67%of US consumers say they prefer to spend their free time with friends/family as opposed to alone.62%of UK consumers who have taken part in a leisure activity in the last month(February 2023)say they choose leisure activities that are good for doing with friends/family.48%15How

70、brands are innovatingChinese fragrance brand Documents has opened a community-based store in ShanghaiYuyuan Bookspace (愚園書室)where consumers can read themed books(eg trees)for free while experiencing Documents fragrance products.Othership is a wellness spa in Canada that takes a social approach to we

71、llness and offers members immersive bathhouse experiences,as well as an app for guided breathwork.The staff at Tokyos Tomodachi ga Yatteru Caf(Caf Run By Friends)are actors who pretend to know every customer who walks in to make them feel like long-time friends.Utilising in-app messaging to direct u

72、sers to resources,Tinder is supporting the UK government campaign Better Health:Every Mind Matters to reduce the stigma of loneliness and encourage people to talk about it.Body doublingthe practice of using livestreams to replicate the feeling of working alongside others to boost productivityis beco

73、ming increasingly popular among remote workers and students in the US,with virtual platforms like Flow Club matching members in small accountability groups.Source:Source:othership via InstagramSource:NHS and TinderSource:Flow ClubSource:Kakeru Co.,Ltd.16Future forecastExternal forces are going to cr

74、eate even more disruption.Climate change will have a dramatic impact on interpersonal relationships as consumers realise the fragility of the planet.Climate change resilience will require the sharing of resources and the development of new types of personal and community spaces.This will inspire a b

75、roader sense of community beyond the nuclear family,which brands will have to respond to.Additionally,evolving technology will keep disrupting the equilibrium between human and digital interaction.As virtual technology,robotics and AI improve,people will naturally be attracted to the ease that techn

76、ology offers compared to the complexities that come with human interactions.Looking ahead,brands will lean into the sensory appeal that comes with human connectiona hug,a handshake and other forms of human touch will reinforce the power of connection as a route to improved health and quality of life

77、.“External forces like climate change will create even more interpersonal disruption but will inspire new community types to which brands will need to respond.”17The COVID-19 pandemic has had a long-lasting impact on the way people connect.Physical isolation during lockdowns accelerated the adoption

78、 of technology that enabled people to communicate with one another,replacing real-life interactions with digital connections,as tracked in the Mintel Trend Social Isolation,first observed in 2015.At the same time,consumers were prioritizing their mental and physical wellbeing,tapping into the Mintel

79、 Trend Total Wellbeingin some cases,trending as early as 2018.As the world emerged from the pandemic,people started coming to terms with the upheaval and stress of the last few years.The pervasive 2023 Mintel Global Consumer Trend Hyper Fatigue astutely identified that consumers would re-focus on wh

80、at was important to them,which included renegotiating the role of technology in their lives.In addition,consumers expressed a desire to make up for lost time and an eagerness to re-focus on themselves,as observed by another of our 2023 Global Consumer Trends,Me Mentality.Evolution of the trend18Cons

81、umers want technology to forge connectionsIncorporating sustainability into the day-to-day is not enough;consumers and brands will be faced with the reality that survival within a new climate context has to be the priority.New Green Reality04Consumers are facing the reality of an existential climate

82、 threat,which demands a radical and collaborative response.Consumers are increasingly recognising that a passive approach to the climate crisis is not enough to tackle environmental challenges.Sustainability can no longer be a mere selling point but should be seen as an essential element of survival

83、.Brands must shift away from traditional strategies that focus on zero-sum sustainability initiatives and towards continuous innovation and tangible solutions that push the boundaries of whats possible and necessary.By highlighting forward-thinking approaches,brands can reframe climate messaging fro

84、m merely reducing their carbon footprint to actively regenerating and giving back to the world,making the situation less overwhelming and more appealing to consumers.This is increasingly relevant as mistrust of brands environmental initiatives is growing,pushing them to openly communicate their prac

85、tices and demonstrate measurable impact.And above all else,consumers are fully aware that doing nothing is not an option.Base:3,000 Chinese internet users aged 18-59;2,000 US internet users aged 18+;1,000 German internet users aged 16+Source:Mintel Reports China,The Green BPC Consumer,2023;Mintel Re

86、ports US,State of Sustainability,2023;Mintel Global Outlook on Sustainability:A Consumer Study,202377%of Chinese consumers agree that beauty and personal care brands should take the main responsibility for sustainability.60%of US consumers agree that many companies are just pretending to be sustaina

87、ble.52%of German consumers say they dont trust companies to be honest about their environmental impact.19Whats happening next When it comes to climate action,consumers are increasingly turning their attention to how brands are holding themselves accountable to their own sustainability goals.Waiting

88、for regulatory pushes and industry accreditations will not be enough to satisfy consumers expectations.To stay ahead of their competitors,brands need to revisit their long-term projections to demonstrate meaningful and measurable progress towards sustainability targets,and quickly make changes based

89、 on changing circumstances.They need to communicate this in authentic ways that resonate with customers,rather than falling back on catch-all green terminology like environmentally friendly.Consumers already have biases about what it means to be sustainable or climate-aware,making it necessary for b

90、rands to clarify any misconceptions about their practices.Anxious consumers may be reluctant to adopt necessary lifestyle changes,which will drive brands to do more to help smooth these transitions.Just as meat alternatives are designed to replicate the real product,consumers will want to stay true

91、to their habits and routines with greener products that help them address their environmental impact.However,as seen in the meat alternatives market,consumer desire alone is not enough to sustain alternatives.Consumers want guidance from brands when making sustainable choicesBase:2,000 Thai internet

92、 users aged 18+;2,000 UK internet users aged 16+;1,641 US internet users aged 18+who are responsible for food and drink shopping in the household and who dont exclusively purchase products with sustainability claims Source:Mintel Reports Thailand,Ethical Lifestyles,2023;Mintel Reports UK,Fashion and

93、 Sustainability,2023;Mintel Reports US,Sustainability in Food and Drink,2023of US consumers say they do not choose food or drink products with sustainability claims more often because they prefer food or drink products they are used to.of UK consumers agree that they would be interested in labels wi

94、th instructions on how to sustainably care for an item(eg wash on a low cycle,use a laundry bag to capture microfibres).of Thai consumers agree that it is important that brands turn their words/missions into tangible actions.80%34%39%20How brands are innovatingAs part of its new Recyclable Resources

95、 Certification scheme,South Koreas Ministry of Environment has recognised Starbucks Koreas coffee grounds as a resource with high recycling potential based on their versatility and low environmental impact.Australian start-up Immersion Group harvests and supplies red seaweed,which produces a compoun

96、d called bromoform.When fed to cattle and sheep,bromoform blocks an enzyme in the gut that produces methane,thereby,reducing methane levels in livestock farming.Coffee and espresso machine maker Nespresso partners with small organic farmers in Taiwan,supplying them with coffee grounds to enrich thei

97、r soil.Local Italian,vegetarian restaurant Miacucina created a special menu centred around cabbages harvested from farms using these coffee grounds.For April Fools Day 2023,US-based womens clothing brand Cuyana launched a fictional clothing line,Made With Air,stating it had no negative impact on the

98、 environment,as a tongue-in-cheek way of drawing attention to brands that greenwash through various environmental claims.Lidl was the first supermarket in the UK to introduce water bottles made from Prevented Ocean Plasticcertified recycled plastic made from discarded water bottles found in Southeas

99、t Asia.Source:.auSource:Korea BizwireSource: via Instagram21Future forecastClimate inaction will be a costly choice for companies and brands,especially as the effects of the climate crisis become increasingly visible in everyday life.By focusing on progress,companies can provide consumers with a sen

100、se of assurance that while their lives will be affected by climate change,future planning 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

101、 practices.This has the potential to generate 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.Encouraging consumers to feel a sense of purpose and optimism,believing that their collective effor

102、ts can make a positive impact on the planets wellbeing,will foster loyalty.“Trust and reassurance will add a new layer to ESG initiatives as brands adopt climate adaptability as a core tenet of their business practices.”22Mintels 2022 Global Consumer Trend Climate Complexity observed the growing nee

103、d for guidance and support 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 ethical/environmental claims,consumers felt pressured to take on the worlds problems but did not necessarily hav

104、e the brand support they needed to sustain it.The effects of this came to a head in 2023(as Mintel predicted)when a growing sense of Hyper Fatigue and a new focus on International Localism added to consumers feelings of eco-apathy.Consumers are approaching global issues with the same consideration a

105、nd compassion as local initiatives,making it necessary for brands to show how they are also taking on part of the burden of climate action.Evolution of the trend23Uncertainty is the only certainty there is.Soaring prices and political instability will continue to fuel global uncertainty,while climat

106、e change concerns like wildfires,flooding and extreme temperatures are at the forefront of consumers worries.AI is adding a new layer of uncertainty,which stems from not only privacy concerns and a lack of familiarity but also the fear of AI-informed advances threatening job security and increasing

107、unemployment rates,which may affect consumers mental health.Rather than resisting the impact of multiple sources of uncertainty,brands need to steer away from their sanitized portrayal of reality and adopt a more honest depiction,presenting genuine products and services,with actionable information,t

108、hat help consumers feel more grounded,reassured and able to deal with uncertainty.Consumers look for answers and support from brandsBrands and consumers will work together in new ways to deal with uncertainty.Positive Perspectives 05Base:1,975 UK internet users aged 18+;1,661 Chinese internet users

109、aged 18-59;1,231 UK internet users aged 16+Source:Mintel Reports UK,Consumer Financial Resilience,2023;Mintel Reports China,Digital Trends,202364%of UK consumers say they trust financial service providers to offer impartial support to struggling consumers.61%of Chinese consumers who know about gener

110、ative AI agree its widespread use will eliminate jobs.24Whats happening next In their urgent plight to find order amid chaos,consumers are in search of meaningful outlets and solutions.To counter the feeling of always waiting for something to happen,consumers are waiting for a clear sense of directi

111、on,or profound statements from voices of authority,whether they be brands,policymakers,local governments or small businesses.We have seen this play out in the rise of populist political parties.Brands need to gauge where they sit and how they balance alienating some customers against retaining other

112、s.Some brands have the opportunity to play a role in modern consumers spiritual lives,creating a mental space where consumers can relax,focus inward and process their realities.Rather than perpetuate notions of toxic positivity,brands can help consumers acknowledge they have a right to explore the c

113、omplexities of their emotions.Accepting the full range of their mental states can pave the way for consumers to find a deeper sense of meaning and purpose,which allows them to put unfavourable events in perspective and refocus on whats meaningful.These brands can join,even lead,the conversations to

114、normalise negative emotions through the exploration of nature as a spiritual resource,as well as unconventional forms and mediums of faith and spirituality.Consumers want to prepare for whats nextBase:808 Indian adults aged 18-26;2,000 US internet users aged 18+;1,627 Thai internet users aged 18+Sou

115、rce:Mintel Reports India,Marketing to Gen Z,2023;Mintel Reports US,Wellness Travel,2022;Mintel Reports Thailand,Attitudes towards Mental Health,2022of Indian Gen Zs(aged 18-26)say education/upskilling courses were among their top five spending categories in the last six months(to January 2023).49%of

116、 US consumers say they are focused on improving their spiritual wellness in the next 12 months.42%of Thai consumers who have experienced mental health issues in the last 6 months say uncertainties in future planning contribute to their mental health conditions.36%25How brands are innovatingIndian in

117、stant delivery service,Blinkits,Recipe Rover utilises ChatGPT technology to enable users to explore different recipes and add suggested ingredients to their Blinkit shopping carts.Chinese Buddhist temples are launching new offerings,like blessed objects,coffee drinks and mental health counselling,to

118、 attract younger generations,making them the latest trendy destination for Gen Z which seeks pleasure and slowness in their hectic lifestyles.AMLOPEDIA.org is the first AI-created searchable database;it enables users to quickly and easily locate specific statements made by Mexican President,Andrs Ma

119、nuel Lpez Obrador(AMLO),during daily press conferences.Inception is a US-based mental health gym that helps members take a holistic approach to health by achieving inner fitness through mindfulness and relaxation.The 2023 Faal Festival(Failure Festival)in the Netherlands encouraged young people to e

120、mbrace failure through talks and activities to improve their mental health.Source:Source:amlopedia.orgSource:Shutterstock,XiaohongshuSource:tivolivredenburg.nlSource:26Future forecastUncertainty isnt going away,but brands can support consumers in building resilience to withstand,and co-exist alongsi

121、de,potential adversities.Brands have the opportunity to further leverage the functional aspects of AI to make predictions,conduct risk assessments and maintain quality control as seen in the efficiency and optimisation of packaging.Brands can create self-help and self-betterment products and resourc

122、es to support consumers in adopting a resilient mindset and strengthening their mental capacity.Consumers personal growthfacilitated by brandswill be driven by their ability to embrace inevitable uncertainties.“Uncertainty is a variable that isnt going to change but brands can support consumers in b

123、uilding resilience to withstand,and co-exist alongside,potential adversities.”27We observed the need for novel experiences and a way to restore a sense of balance in response to the pandemic,highlighted in Mintels 2022 Global Consumer Trends Enjoyment Everywhere and In Control.In 2023,we predicted t

124、his urgency would evolve with consumers adopting more Intentional Spending habits and finding ways to survive Hyper Fatigue.In the current climate,the lingering impact of the pandemic,ongoing financial struggles,geopolitical tensions,overwhelming AI and the growing concerns around climate change hav

125、e left consumers feeling hopeless.As these external factors continue to have a growing impact across categories,brands can reposition uncertainty into opportunities for growth and adaptationand help consumers escape potential feelings of Social Isolation.Evolution of the trend28Understand whats new

126、and next in consumer behaviour.MINTEL TRENDSWhat it isIdentify the biggest trends worth paying attention to and dive deep into how brands can benefit.What it coversEach trend is backed by observations,statistics and consumer data,examples of how leading brands are already responding and context to u

127、nderstand your market across different demographics and sectors.Learn more and get in touch at .300 observations every month15 sectors14 demographic groupsInforming creative thinking throughout your organisation.Understanding the macro shifts in society and their implications.Future-proofing your bu

128、siness by aligning with the changing consumer landscape.123Mintel Trends helps your business grow:No matter your style,were here to take the guesswork out of your process,solve your business challenges and help you unlock the full potential of the 2024 Mintel Trends.Allow us to listen to the issues

129、youre facing and well propose research solutions rooted in global expertise of consumer markets and data science-led analytics.WHAT IS YOUR INNOVATION STYLE?Is your brand a trailblazer?Do your products seek to reinvigorate or revolutionize category norms?Is your brand lending credibility and mainstr

130、eam appeal to an emerging trend?CONTACT US USGLOBAL CONSUMER TRENDS Mintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.2023 Mintel Group Ltd.All rights reserved.