The State of Consumer Trends in 2024 [Data from 700+ Consumers]

Consumer trends are changing all the time, reflecting the “never-sleeping” nature of markets and society. From the rise of AI to the growing popularity of shopping on social media, heightened data privacy concerns and consumers tightening budgets due to recession fears, times are changing fast. But one thing is certain — businesses need to track all these trends to avoid getting lost in the shuffle.

To help marketers keep up and stay ahead of the curve, we’ve run our biannual Consumer Trends Survey of 700+ U.S. adults. Keep a pulse on:

• What trends they’re following.
• How they spend their time online.
• How and where they prefer to shop.
• What standards they’re holding their favorite brands to.

Top Consumer Trends

Before jumping into all the trends, let’s highlight those that stand out in 2024:

• Trust in AI remains low despite its widespread use, calling for more transparency.
• Social media has transformed into shopping hubs, with influencers playing a big role in buying decisions.
• Newer social platforms gain popularity, while established ones see slower growth.
• Social search and AI shake up traditional engines, but people still trust them.
• Economic uncertainty prompts tightening budgets and job security worries.
• Data privacy becomes a basic right and demands clear rules and control.
• Brands standing for social issues and diversity earn consumer loyalty.
• Support for small businesses grows as consumers seek community connection.
• People prefer human support, social connections, and mobile searches.
• Flexible work arrangements become essential and strongly influence job decisions.
• Employees prioritize companies with inclusive cultures and positive environments.
• People love authentic and relatable video content.
• Consumer spending on non-essentials drops as people opt for quality over quantity.
• Gifting strategies and voice search opportunities gain traction.
• Metaverse pop-up shops and virtual stores are...