- 'Distilled' explores the top trends driving consumer
conversations around the world, including the rise of neo-hedonism,
an increased focus on emotional wellbeing over physical health, and
obsession with emerging technologies.
- The report's findings and thought leadership are not siloed
to the TBA industry, supporting brands in any region or
industry.
LONDON, Dec. 13, 2023 /PRNewswire/ -- Diageo, maker of
Smirnoff, Gordon's, and Guinness, has today launched a global
report offering insight into consumer trends around the world.
Combining in-depth quantitative analysis from the past two years
with expert foresights into next year's consumer behaviors,
"Distilled: A Diageo Foresight Report," provides essential
reading to brands, regardless of region or industry, wanting to
understand current consumer attitudes and how to navigate their
future.
The report has uncovered five global trends that are shaping
consumer behaviour. These are:
- Neo-Hedonism: consumers are re-evaluating how they spend
their money, searching for innovative ways to experience pleasure
in their everyday lives. This is one of the newer trends but on the
rise (+39%), with consumers searching for meaningful & unique
experiences over wealthy gifts.
- Betterment Brands: consumers' conversations show them to
be increasingly eco-conscious, becoming more aware of the
environmental and social impact of their choices. Although not a
new phenomenon its importance cannot be downplayed, with consumers
increasingly (+44%) seeking ways to align their purchasing
decisions with their values.
- Conscious Wellbeing: there has been a transformation in
how consumers define health and happiness, with consumers having a
more holistic view of wellbeing. The report found over 2.7M discussions globally of self-love
(+40%).
- Expanding Reality: technologies like AI, VR, and AR are
revolutionizing how consumers perceive and interact with reality.
Conversations around the technologies has risen 94% including a
134% rise in discussions of AI-enabled relationships - the fastest
growing micro- trend identified in the report.[1]
- Collective Belonging: consumers are increasingly seeking
real and virtual spaces that embrace unity, acceptance, and allow
them to engage with like-minded individuals. The report uncovered
28.7M mentions of the topic globally
(+41%) making it our most discussed trend, including a 42% increase
in conversations around championing inclusive cultures.
'Distilled' has been created by Diageo's 'Foresight System', a
digital tool developed by Diageo and its data and insight partners
that monitors and tracks global conversations from web sources and
social media platforms. This included conversations in English,
Chinese Mandarin and Spanish across social media, YouTube,
television, online forums, and digital media.
The report also offers Diageo's foresights for global consumer
behaviors in 2024. This includes a shift towards more mindful
approaches to adventure, the increased popularity of fully
customisable products, and the rise of more immersive learning
experiences. For more foresights, visit the
report.[2]
Mark Sandys, Chief Innovation
Officer at Diageo, commented: "To be entrepreneurial in
mindset and action, brands mustn't be afraid to look beyond their
own walls. The trends showcased in 'Distilled' underline the need
for brands to embrace change, reimagine strategies, and stay agile
in responding to evolving consumer needs, presenting itself as an
essential tool for brands planning future innovation."
Giles Hedger, Global Consumer
Planning Director at Diageo, commented: "Socialising is the
wider behavioural 'category' that drives Total Beverage Alcohol
consumption - it's the fuel that powers the engine. At Diageo, our
ambition is to understand socialising better than any company on
Earth, and to do so we need to understand the forces that are
shaping it. Our Foresight System allows us to detect and track
long-term consumer shifts and approach our marketing and innovation
with that mindset, and we're thrilled to be sharing some of these
insights."
Notes to editors:
Visit the dedicated 'Distilled' website here and below, or
download the full report attached.
About Diageo:
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands across spirits and beer
categories. These brands include Johnnie
Walker, Crown Royal, J&B and Buchanan's whiskies,
Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys,
Don Julio, Tanqueray, and Guinness.
Diageo is a global company, and our products are sold in more than
180 countries around the world.
The company is listed on both the London Stock Exchange (DGE)
and the New York Stock Exchange (DEO). For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com for information, initiatives, and ways to
share best practice.
Celebrating life, every day, everywhere.
1. The data presented in the report tracks
conversations between July 2021 and
June 2023. Any percentage growth
rates referenced reflect an increase in conversations between the
periods of July 2021 to June 2022 and July
2022 to June 2023.
2. Foresights can be found on pages 10, 16, 22, 28 and
34 of the report.
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