GWI Consumer Trends 2024 

We’re a little over halfway through the year, which makes it a great time to examine the year’s top consumer trends! GWI released some trends that are shaping our world in 2024. Here are a few that caught our eye:

• Growing concerns with AI: Consumers love using tools such as ChatGPT to find information, improve skills, and analyse text but are starting to become intimidated by its explosive growth.
• The media has major trust issues: Trust in media continues to decline, and the number of Americans who say they don’t trust the media has increased by 24%. Media organisations should focus on rebuilding public trust and highlighting transparency in their work. In APAC regions, there appears to be a higher level of trust, with Hong Kong leading the way at 55% and Thailand at 54%, according to Statistica.
• Baby boomers like short videos, too: Gone are the days when baby boomers were only on Facebook. Today, baby boomers are active on short video platforms as well. There has been a 57% rise in baby boomers using TikTok since Q2 2021. With high spending power, they’re a lucrative market for brands.
• Where did all the vegans go?: Veganism is declining, with consumers seeking more flexibility in their diets. More and more Europeans are identifying as flexitarian.