Consumer habits for the new year reveal promising trends. Today, extreme personalization, powered by artificial intelligence, redefines the customer experience. Furthermore, niche podcasts are gaining prominence, reflecting a growing search for specific content. In other words, these changes indicate a profound transformation in the interaction between brands and consumers in 2024.
The beginning of 2024 marks a crucial period where several trend analyzes have been released by different institutes. Therefore, we present an exclusive selection of the top 10 consumer behaviors and habits that will guide brands and businesses throughout this year.
1. Extreme Customization: The New Frontier
Generic products, content and campaigns have become obsolete. A customization reaches a new level in consumer habits, driven by Artificial Intelligence (AI) and data analysis, enabling highly specific communications. Consumers now expect tailored experiences, challenging product and communications teams to adapt to this new era.
2. Artificial Intelligence: Powerful Tool for Personalizing and Automating Consumer Habits
AI continues its rise, consolidating itself as an essential tool for large-scale personalization and precise consumer segmentation. With advances in data analysis, AI facilitates decision-making, freeing up time for activities that require critical thinking and creativity. Fluid delivery of messages and experiences becomes imperative to meet consumer expectations.
3. Niche Podcasts: A Rising Wave
In a scenario of segmentation and customization, podcasts are experiencing a boom. In 2024, we will witness the consolidation of audio content, with emphasis on the growth of videocasts. Content focused on the specific demands of each segment and target audience offers a unique opportunity for brands to connect with highly specific audiences.
4. Digital Detox: A Universal Need
“Digital detox”, previously associated mainly with content creators, has become a more widespread practice. The benefits of a few days away from screens are highlighted, reflecting a growing search for digital balance.
5. Brands with Purpose: Social Responsibility as an Imperative
The search for brands with purpose and committed to social and environmental causes continues to grow. In other words, consumers demand more than quality products; they look for companies committed to solving social and environmental problems. In this way, the integration of social responsibility into the brand strategy becomes a significant competitive advantage.
6. Longevity: An Achievable Perspective
Advances in health, preventive medicine and well-being pave the way for a longer life, changing consumer habits. Therefore, reaching 100 years becomes a real possibility, offering opportunities for brands and services in this sector. Therefore, the Netflix series, “Living to 100 – the secret of the blue zones,” It is a valuable inspiration.
7. Data Protection: An Unquestionable Priority
Increased regulations for data protection and online privacy intensify. In this way, measures benefit consumers, that is, reducing their vulnerability to inappropriate practices by large technology companies.
8. “Disinfluence”: In Search of Authenticity
Tired of influencer speeches, consumers are now looking for authenticity and humility. In other words, the trend of “disinfluence” is already emerging, where content creators advise against products or services. Therefore, prioritizing sincerity and guiding followers towards more conscious choices.
9. Ultra-Rational Consumer: The Age of Detailed Analysis
The multitude of purchasing channels allows consumers to conduct detailed research, comparing prices, sizes, reviews and more. In other words, in a context of economic recession, consumers become ultra-rational, as well, basing their decisions on solid information.
10. Micro Communities: The Power of Engagement in Consumer Habits
Currently, communities, already powerful, become even more specific and engaged. Similar to podcast segmentation, these micro communities establish stronger and more frequent connections, providing an experience similar to a group of friends on WhatsApp. Finally, this dynamic, often paid, creates sources of income for content creators, in addition to offering advertising opportunities.
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