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TRENDS FORECASTING
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From the Look Ahead 2024 (just published ) - How can we prepare for the challenges and opportunities facing us in 2024?
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Globally, e-commerce is rising (+8.95% annually), with innovative engagement strategies set to supercharge and/or reshape digital shopping experiences. Next-gen artificial intelligence (AI) is birthing more intuitive chatbots, grocery “housekeepers” and virtual try-on tech with predictive-modelling prowess, alongside the rise of DIY digital resales, feel-good e-communities, phygital perks and audio-scaping. We unpack the seven most impactful trends.
As people live longer lives and reconsider milestones, age no longer determines their interests, achievements or even necessarily their appearance. But outdated narratives about what should happen at each life stage remain prevalent in society. Forward-thinking brands are reassessing how they represent and relate to ageing, helping consumers adopt a healthier relationship to growing older.
As consumers face global tumult, climate change and high-pressure politics, the wellness industry is helping them reclaim a sense of tranquillity and positivity. From services addressing brain health to casual takes on therapy, our annual 10 Wellness Trends report reveals compelling business opportunities across the self-care landscape.
Significant society-wide concerns will dominate consumer attention in the coming year. Ongoing financial stresses will nudge many to retool their professional ambitions, while pressures around caregiving and climate change will spur new routines. Brands must offer escape, levity and practical assistance to help consumers thrive despite challenges.
Powered by drivers including the cost-of-living crisis, hunger for more purposeful (daily) pleasures and heightened emotions, Web3 innovation and the irrepressible influx of next-level artificial intelligence (AI), retail in 2024 means major regeneration. We unpack three overarching trends: Asset Culture Commerce, The Transformational Experiential, and Fan-Tastic Trading.
Globally, 33% of people say they experience feelings of loneliness (Statista, 2022). In response, emerging grassroots and brand-led engagement schemes are helping people embed themselves into meaningful, diverse and in-person communities. Not only do these groups promote a sense of wellbeing among members, they also represent an opportunity for brands to connect with interest-based cohorts.
