We’ve launched Distilled 2025 - our annual Consumer Trends Report.
Introducing
The FUTURE
Welcome to Distilled 2025, Diageo’s annual Foresight report. The year we delve deeper into the cultural forces shaping the way we live, work and play. Building on last year’s we highlight the evolution of our key trends and how they have grown and transformed, driven by regional nuances and the dynamic interplay between generations, industries, and technology. This year we have focused on culture, aiming to uncover how brands can harness our insights to connect more authentically and meaningfully with today's consumers.
INTRODUCING DISTILLED
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Distilled was created to uncover and analyse key trends shaping the future of socialising. Its ethos is rooted in a desire to drive a deep understanding of our consumers in all our markets. In Distilled 2025 we have been able to dig deeper and gain richer foresights into micro-trends in society.
The Trends
HOW TO ENGAGE IN CULTURE 2025?
Transcending the old and new
The need for connection and belonging remains strong. Brands can foster collaborative spaces, both online and offline, that empower self-expression and cater to diverse needs. But at the same time demand for so-called “dumb phones” and old-style flip phones is growing as consumers look to create distance from the barrage of information from smart devices. Therefore, brands need to be ready for a world in which younger generations are keeping smart devices and social media at arm’s length. This may involve developing engaging offline experiences and products that encourage creativity and real-world social interaction.
Acknowledge the Transition of Traditions and Adapt for Relevance
Global shifts such as climate change, AI advancements and demographic changes, are forcing a reassessment of traditional norms. Brands need to demonstrate an understanding of these transitions and adapt their products and messaging accordingly. Consumers are prioritizing solutions that meet their basic needs and support their lives on a functional level. In a world saturated with information, consumers are discerning about who and what they trust. Brands can cultivate trust by prioritizing clear communication and demonstrating a genuine commitment to consumer well-being. This involves being transparent about data practices and offering products that deliver on their promises.
56 %
of global consumers say it’s very important to have the tools to monitor your own health on a regular basis
Source: Kantar Global MONITOR, 2023
Embrace AI Responsibly and Authentically
Brands need to approach AI implementation ethically and transparently, focusing on applications that enhance consumer experiences, foster creativity, and improve efficiency. This includes addressing concerns about data privacy, job displacement and the authenticity of human connection in a digitally mediated world. Brands should be upfront about when and how they use AI-generated content, ensuring that they are using AI responsibly and ethically.
Embrace the "Escape the Algorithm" Trend
Consumers are seeking experiences that offer a break from the curated content they find online. Brands can tap into this desire by offering:
- Exclusive, Invite-Only Experiences: These can provide a sense of exclusivity and discovery that is difficult to replicate online.
- Craftsmanship-Focused Experiences: Highlighting the care and attention that goes into creating products or services can appeal to consumers seeking authenticity and meaning.
- Curated Local Guides: Partnering with local experts can provide insider knowledge and help consumers discover hidden gems that haven't been overrun by social media hype.
The
METHODOLOGY
The Foresight System is an advanced tool developed by Diageo in partnership with our data and insight experts at Share Creative and Kantar. Over the last year it has monitored and tracked over 160m conversations from a broad array of online sources, including social media platforms, forums and digital media in 180 markets across the globe, to uncover how consumer trends are shaping and evolving worldwide.
Powered by AI and supervised machine learning, the Listening Framework within the Foresight System has been updated to capture a wider scope of conversations around the core themes of this report. Evaluated by a team, this Human + AI approach has led to a more nuanced understanding of emerging cultural signals and expressions.
How the trends are broken down:
Level 1
THE TREND
What are the five trends that brands must align themselves to if they are to remain ahead of consumer behaviour?
Level 2
WAYS IN
Within every trend, what are the three or four ‘microtrends’ that provide multiple opportunities for brands to capitalise on
Level 3
THE SIGNALS
Within each ‘Ways In’, what are the specific topics that consumers are talking about online, on social media, or in the news?
Time Frame
The data presented in this report from Diageo’s Foresight System is from
July
2021
July
2024
% Growth Rates throughout the report reflect the increase in
July
2022
June
2023
VS.
July
2023
June
2024