Consumer behaviour trends 2024

Hello!

We’re well into the second half of the year. I know. Time is hurtling by.

While many of you will be deep into planning for Black Friday, Christmas and beyond, I think it’s a good time to do what we call a “health check” here at Studio Almond. Essentially, it’s a check in part-way through the project (or the year in this case) to make sure everything is on track.

When you’re deep into planning for the big moments, it’s easy to drop your focus on the everyday essentials. On Monday, I was reading this report on 2024 marketing trends and while a lot of it isn’t revolutionary, it was a good reminder of what customers are looking for and what brands should be doing to meet those expectations.

Here’s what I’ve got for you today:

Insights
💡 Consumer behaviour trends 2024

Thoughts
💭 The future of marketing requires adaptability

💡 INSIGHTS

Consumer behaviour trends 2024

According to the report I mentioned above, these are the top behaviour trends for consumers this year. How many of these can you tick off your list and are there any you could explore further?

Purpose-driven shopping
Customers are increasingly choosing brands that align with their values, highlighting the need to prioritise sustainability and social responsibility initiatives.

Sustainability is a particularly important consideration as there is a higher demand for responsibly sourced, eco-friendly products. To cut through all the greenwashing, brands should be as transparent as possible about what goes into their products and where they come from.

Mobile shopping
This isn’t new information but it’s important nonetheless. Customers are shopping on their phones more and more, so having a mobile-optimised site is vital. Shopping via social channels – specifically Instagram and TikTok is also growing in popularity.

Curated collections
People are overwhelmed. There’s too much choice and too much noise. Customers are looking for recommendations and brands can get great cut-through by creating curated collections. Think gift guides, seasonal must-haves, capsule wardrobes, etc.

Local producers
Customers are increasingly looking to buy local, gravitating towards small, local businesses. Dial up your local SEO and community engagement to create deeper connections with your customers.

Experiences
People prefer to spend their hard-earned dollars on experiences. As well as making the benefits of a product clear, brands should highlight the experience that can be gained from it. Think about the ritual associated with things like tea, coffee and a good skincare regime. Consider the joy of getting ready for an event when you have something nice to wear.

AI integration
People are becoming more comfortable with AI – particularly when it comes to customer service and personalised recommendations. While AI isn’t a replacement for human beings, it’s a good idea to utilise the tools available to offer a timely and personalised customer experience.

Data privacy
While customers are embracing AI, they’re also becoming more concerned about online security. Having a transparent data use and protection policy is vital for fostering trust. Be sure to get consent for data collection and marketing also.

Omnichannel experiences
Creating a connection between your online and physical stores is key to strengthening your brand and offering. Logistical digital features like a comprehensive store locator and the ability to see available stock create a seamless shopping experience.

Translating the physical experience online creates brand cohesion. If you have a calming store, have a calming site. If you have a high-energy store, add energy to your site.

💭 THOUGHTS

The future of marketing requires adaptability

Technology is moving faster than ever and consumer behaviours are changing along with it. With the additional economic pressures, marketers all over the world have got their work cut out for them. But for those who are willing to learn and adapt, there is also plenty of opportunity.

Be open-minded
Be willing to adjust your marketing strategy as needed and embrace new trends (within reason). Obviously, you should apply your brand lens to it and if it doesn’t make sense for you or your audience, then it’s not worth investing resources in it. But when there is potential to streamline your workflow, create something new and interesting, or deepen connections with your audience – it’s worth exploring.

AI for example is here to stay, and when used in the right way it can be a real asset to your business. You can revisit my suggested tools here.

Get analytical
Experimenting is necessary but you’ve got to learn from it. Capture as much data as you can with tools like Google and Shopify Analytics, then use it to shape your marketing and ecommerce strategy. A good website is never complete, so I highly recommend implementing a CRO strategy to ensure it continues to deliver.

Learn from trusted sources
Nobody is expecting you to have all the answers, but you should have trusted partners or resources that you can learn from. Here are some good ones to bookmark:

• Exploding Topics: For the latest trends

• Shopify Blog: For useful ecommerce tips and Shopify updates

• Diary of a CEO: For inspirational business stories and insights

• Masterclass: For awesome business video tutorials

Thanks for reading!

Until next time.

Alex Murton
Managing Director & Co-Founder
Studio Almond