What are the top global consumer trends facing brands today?

Which region is seen as one of the post popular destinations for digital nomads? What is ‘bed-rotting’, and what demographic does it most? Which technology, regardless of geography, is becoming ‘everyday’ and is opening vast possibilities for consumers and brands?

To be the world’s best brand builder, Diageo knows that we must champion curiosity and drive a deeper understanding of our consumers in all our markets, including those outside of our own walls. That is why we have launched a global report, ‘Distilled’, which explores the top trends driving consumer conversations around the world, some of which are listed above.  

‘Distilled: A Diageo Foresight Report’ provides essential reading to brands, regardless of region or industry, who want to understand current consumer attitudes and how to navigate these. It combines in-depth quantitative analysis from the past two years with expert foresight into next year’s consumer behaviours to ensure brands and marketers stay ahead of the curve.

The report also offers Diageo’s foresight for global consumer behaviours in 2024, including a shift towards more mindful approaches to adventure, the increased popularity of fully customisable products, and the rise of more immersive learning experiences.

The report has uncovered five global trends that are shaping consumer behaviour. These are:

• Neo-Hedonism: consumers are re-evaluating how they spend their money, searching for innovative ways to experience pleasure in their everyday lives. This is one of the newer trends but is on the rise (+39%), with consumers searching for meaningful & unique experiences over wealthy gifts.
• Betterment Brands: consumers’ conversations show them to be increasingly eco-conscious, becoming more aware of the environmental & social impact of their choices. Although not a new phenomenon its importance cannot be downplayed, with consumers increasingly (+44%) seeking ways to align their purchasing decisions with their values.
• Conscious Wellbeing: there has been a transformation in how consumers define health and happiness, with consumers having a more holistic view of wellbeing. The report found over 2.7M discussions globally of self-love (+40%).
• Expanding Reality: technologies like AI, VR, and AR are revolutionizing how consumers perceive and interact with reality. Conversations around the technologies have risen 94% including a 134% rise in discussions of AI-enabled relationships - the fastest-growing micro-trend identified in the report.
• Collective Belonging: consumers are increasingly seeking real and virtual spaces that embrace unity, acceptance, and allow them to engage with like-minded individuals. The report uncovered 28.7M mentions of the topic globally (+41%) making it our most discussed trend, including a 42% increase in conversations around championing inclusive cultures.