After a few years of rapid industrial, technological and social acceleration, 2024 ushers in an era of realignment – for ourselves, our workplaces and the planet. Our latest Consumer of the Future 2024 white paper presents new consumer sentiments and main profiles, and action points to gain engagement and increase your market share.

Experts around the world use the exclusive STEPIC methodology, examining transformations in society, technology, the environment, politics, industry and creativity to identify the macro drivers that will determine consumer sentiment. Below you will find an excerpt on highlighted consumer sentiments and the impact they will have on brands over the next two years. 

The STEPIC Methodology: Uncovering Consumer Feelings

Our unique approach involves using the STEPIC methodology, which examines transformations in six key areas: society, technology, environment, politics, industry and creativity. These are the macro drivers that will shape consumer sentiment in the coming years.

01. Shock with the Future

One of the predominant feelings we identify is “Shock with the Future”. Rapid changes in society and technology are generating apprehension in many people. In 2024, we will see the rise of the “Internet of Everything”, a circular existence with no clear boundaries between the physical and digital worlds. Expectations regarding metaeconomics and the anxiety caused by rapid changes are shaping people's everyday lives. The feeling of “Shock with the Future” is a reality that brands must understand and address.

02. Excessive Stimuli

Currently, another notable feeling is “Excess Stimulation”. The always-connected lifestyle and emotional overload are overloading our senses. In this way, the pandemic triggered a “sensory revolution”, with new patterns of work and social behavior that require constant adaptation. People are more connected than ever, but physical touch is becoming rare. In other words, sensory elements such as noise and artificial lights are causing more discomfort after lockdowns. This “Excess Stimulus” is a reality that brands need to address to connect with consumers in 2024.

03. Realistic Optimism

As a counterpoint to excessive positivity, “Realistic Optimism” emerges as an important feeling in 2024. Research shows that people are capable of developing positive feelings during difficult times, but this depends on how events are processed. Therefore, with the pressure of the “culture of overcoming” and the fear of returning to a normal life that no longer corresponds to aspirations, “Realistic Optimism” will be fundamental. In other words, people are looking for self-care and ways to deal with stress, as evidenced by the popularity of the #selfcare hashtags on TikTok and posts with the phrase “mood boost” on social media.

04. Enchantment

“Enchantment” is a feeling that was in the background in recent years, but will gain prominence in 2024. In other words, in a world in constant change, enchantment is essential for human survival. In this way, it combines fear and wonder and expands our perspective. Therefore, in an increasingly fragmented world, “Enchantment” will be the greatest connector.

The Role of Brands in 2024

Faced with these trends, brands have a challenge and an opportunity. Therefore, understanding consumer sentiment in 2024 is essential for success. Here are some key strategies brands can adopt:

1. Empathy and Understanding

Understanding “Future Shock” and “Excess Stimulus” is crucial. In other words, brands can stand out by demonstrating empathy, offering solutions that help people deal with these feelings.

2. Positive Realism

Adopting “Realistic Optimism” can be powerful. This way, brands can promote realistic and practical messages rather than superficial positivity.

3. Inspiration and Fascination

Promoting “Enchantment” can differentiate brands. Therefore, offering experiences that inspire awe and expand perspective can be an effective strategy.

Conclusion

Ultimately, in 2024, the consumer landscape will be shaped by a range of complex sentiments. Therefore, understanding and aligning with these feelings will be fundamental for brands that want to thrive in this constantly evolving environment. Therefore, The “Consumer of the Future 2024” is an indispensable guide to understanding these changes and designing effective strategies. As a result, brands that adapt and embrace these sentiments will be well positioned to conquer the market in the years to come.

Haven't subscribed to WGSN yet? Download the Consumer of the Future 2024 white paper here. Stay tuned as over the next few weeks we will reveal the consumer profiles that are expected to impact business in 2024. 

Per WGSN