A Look Ahead: Insights from Mintel’s 2024 Global Consumer Trends

As the world continues to evolve at an unprecedented pace, so do the dynamics of consumer behaviour.

Understanding these shifts is crucial for businesses to effectively engage with their target audiences and navigate the constantly evolving marketplace. Mintel, a leading global market intelligence agency, has unveiled its 2024 Global Consumer Trends, highlighting five key trends that are shaping consumer behaviour and demanding a re-evaluation of brand strategies. Here's a quick breakdown of them as part of our latest insights piece, so grab yourself a coffee!


Being Human

After years of virtual interactions, consumers are yearning for deeper, more authentic connections and experiences. They seek brands that prioritise empathy, genuine interactions, and emotional connection. This trend is evident in the growing popularity of experiential marketing campaigns, which offer consumers immersive and memorable experiences that transcend the transactional nature of traditional marketing.


More Than Money

Consumers are increasingly seeking value beyond simple transactions. They prioritise brands that align with their values, contribute to a better world, and demonstrate social responsibility. For example, 76% of consumers are willing to pay more for products and services from sustainable brands. This trend is driven by the desire to make a positive impact and align their purchasing decisions with their personal beliefs.


Relationship Renaissance

The pandemic highlighted the importance of human connection and the need for deeper, more meaningful relationships. Consumers are seeking both offline and online interactions that foster genuine connections and a sense of belonging. Brands can play a crucial role in facilitating these connections by prioritising social responsibility initiatives.


New Green Reality

Climate change is no longer a distant threat; it's an immediate reality. Consumers are increasingly concerned about the environmental impact of their purchasing decisions and are demanding brands to demonstrate eco-consciousness throughout their operations. This trend is driving a shift towards sustainable practices and innovative solutions that minimise environmental harm.


Positive Perspectives

In a world filled with uncertainty and challenges, consumers are seeking optimism, hope, and inspiration. Brands can tap into this sentiment by promoting positive messages and offering solutions that promote wellbeing. This trend is driving demand for brands that champion positive change and provide solutions that enhance the lives of their customers.

By understanding and adapting to these five key trends, brands can connect with consumers on a deeper level, build lasting relationships, and thrive in an ever-changing marketplace. From embracing authenticity and championing sustainability to promoting optimism, and addressing real-world needs, brands can stay ahead when navigating these essential steps in the evolving landscape of consumer behaviour. Cool Blue has been navigating the changing market and helping to supercharge brands and businesses for more than 20 years. Don’t hesitate to get in touch so your brand is well-positioned for years to come.

You can read the Mintel report in full by visiting


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