Diageo, maker of Smirnoff, Gordon’s and Guinness, recently launched a global report offering insight into consumer trends around the world, combining in-depth quantitative analysis from the past 2 years with expert foresights into next year’s consumer behaviour.
‘Distilled: A Diageo Foresight Report’, provides essential reading to brands, regardless of region or industry, wanting to understand current consumer attitudes and how to navigate their future. The report has uncovered five global trends that are shaping consumer behaviour.
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 that is on the rise (+39%), with consumers searching for meaningful and unique experiences over wealthy gifts.
Betterment brands: Consumers’ conversations show them to be increasingly eco-conscious, becoming more aware of the environmental and 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 well-being: There has been a transformation in how consumers define health and happiness, with consumers having a more holistic view of well-being. The report found over 2.7 million discussions globally of self-love (+40%).
Expanding reality: Technologies like AI, VR and AR are revolutionising 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, and acceptance that allow them to engage with like-minded individuals. The report uncovered 28.7 million mentions of the topic globally (+41%) making it Diageo’s most discussed trend, including a 42% increase in conversations around championing inclusive cultures.
‘Distilled’ has been created by Diageo’s 'Foresight System', a digital tool developed by Diageo and its data and insight partners. It monitors and tracks global conversations from web sources and social media platforms. This included conversations in English, Chinese Mandarin and Spanish across social media, YouTube, television, online forums and digital media.
The data presented in the report tracks conversations between July 2021 and June 2023. Any percentage growth rates referenced reflect an increase in conversations between the periods of July 2021 to June 2022 and July 2022 to June 2023.
The report also offers Diageo’s foresights for global consumer behaviour in 2024. This includes a shift towards more mindful approaches to adventure, the increased popularity of fully customisable products, and the rise of more immersive learning experiences.\
Visit the dedicated ‘Distilled’ website, or download the full report at https://adigitalforesightreport.diageo.com/
