Global Trends 2023 (1).ppt

© Euromonitor International 2022. All rights reserved.
Top 10 Global Consumer Trends 2023
January 2023
© Euromonitor International 2023. All rights reserved.

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The data included in this report is accurate according to
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at time of publication: January 2023

Contents
© Euromonitor International
Key findings
Authentic automation
Budgeteers
Control the scroll
Eco economic
Game on
Here and now
Revived routines
She rises
The thrivers
Young and disrupted
Outlook

Key findings

5
5
Every year, Euromonitor International identifies emerging and
fast-moving trends that are expected to gain traction in the year
ahead. This report provides our overview of the 10
trends expected to have the most impact in 2023 and the
implications for business, with supporting data. These trends
provide insight into changing consumer values, exploring how
consumer behaviour is shifting and causing disruption for
businesses globally.
Each of the 10 trends in this report follows the same format:
 Consumer behaviour and motivation
 Business environment and impact
 Exemplar case studies illustrating the trend
 Outlook
The world continues to be a challenging place in 2023.
Just as we thought it was safe to re-engage after the pandemic, the
global economy started to look fragile and less able to welcome us
back.
Consumers are hunkering down and tentatively preparing themselves
for a rocky time ahead. They budget wisely on each side of the income
divide and squeeze the value out of everything.
Nevertheless, some are also keen to get back into their stride, having
built resilience to cope with new challenges, and are remaining
optimistic. Some are embracing quick gains, regardless of the
consequences.
In a turbulent world, consumers are craving efficiency and clarity of
offer, looking for balance and simplicity, doing less.
Above all, people want to embrace the human connection, to create
strong bonds with each other.
Introduction
KEY FINDINGS

6
6
Authentic
Automation
• Digital is a dominant force, but tech cannot match human nuances. While machines make convenience and
speed possible, the power of emotional connections should not be underestimated.
• Businesses need to embrace Authentic Automation to strengthen the shopping journey or risk customer
attrition.
Budgeteers
• Inflation and economic uncertainty are forcing consumers to think carefully about how they spend and
save, channelling behaviours learned during the pandemic. Some are budgeting to live well, trading down
on everyday goods to spend occasionally on accessible luxuries. Others are budgeting out of necessity.
• Brands will need to communicate their value clearly to remain relevant to consumers spending cautiously.
Control the
Scroll
• Internet activities are transitioning from mindless to mindful. But consumers are not unplugging
completely. They want to consolidate and centralise their platform usage to optimise their time.
• To Control the Scroll, businesses have an opportunity to refine digital experiences with efficient and
integrated capabilities.
Eco
Economic
• Cutbacks are not all bad. The cost-effective option has become about limiting and reducing. Decreased
consumption is increasing sustainability by proxy.
• Organisations are stepping up to help Eco Economic consumers save their money and the planet.
Game on
• Gaming is a now a top form of entertainment. The generational divide is becoming less apparent and
challenging the typical gamer stereotype.
• Businesses can tap into gaming culture to convert players into payers.
Top 10 Global Consumer Trends 2023 in brief (1/2)
KEY FINDINGS

7
7
Here and
Now
• Consumers are giving themselves permission to live a little. They are not abandoning financial
responsibility, but they are taking a short-term buying approach with discretionary items. Sparking joy can
be a purchase motivator.
• Businesses should create campaigns that target special occasions. Alternative payment methods can also
help split costs over time while catering to immediate consumption.
Revived
Routines
• Consumers are settling into new schedules and navigating a return to reality. They are eager to get on with
their lives despite uncertainties ahead.
• Companies should prepare for a surge in out-of-home consumption. Businesses need to bring the fun, re-
engage consumers and help them attain a sense of normality.
She Rises
• The fight for women’s rights is louder and stronger. Reproductive autonomy and sexual health are in the
spotlight. People are not backing down until there is positive change.
• All organisations need to champion She Rises. Diversity, equity and inclusion (DEI) should sit at the centre
of core values.
The
Thrivers
• People are past the point of burnout. Exhaustion is at an all-time high. Overwhelmed consumers are
exerting less effort and doing their best to get by.
• Businesses can respond to this world-weariness with marketing that cuts through the noise, providing
products and services that home in on immediate needs.
Young and
Disrupted
• Expressive and progressive. Gen Z take matters into their own hands as their financial freedom ramps up.
These no-nonsense consumers stand up for their beliefs and put themselves out there.
• Real, raw and relevant content draws their attention. Brands need a crash course on these trendsetters
and emerging professionals to be in tune with their expectations.
Top 10 Global Consumer Trends 2023 in brief (2/2)
KEY FINDINGS

Authentic Automation 58% of consumers are comfortable talking to a
human to address customer service questions,
compared to 19% talking to an automated bot on
a company’s website in 2022

9
9
Today’s consumers expect fast and frictionless solutions across all
aspects of their lives, gravitating towards quick, convenient solutions
to save time and money. To meet these demands, consumers are
leveraging advancements in technology such as automated solutions
to replace some manual tasks and smart appliances to simplify and
streamline day-to-day activities. Out of home, business is investing in
androids for last mile delivery and services such as hotel concierge
that provide a more efficient service and consumers are increasingly
happy with these automated options. According to Euromonitor’s
Voice of the Consumer: Digital Survey in 2022, eight out of 10
consumers aged 15-29 stated they are comfortable interacting with
robots, and although adoption lags for older cohorts, Digital Seniors
are tightening the gap between generations.
But despite this desire for more tech solutions that speed up and
make our lives easier, consumers still crave the personal touch. A
genuine, emotional connection makes consumers feel respected and
appreciated. Consumers want to interact with humans and machines
but for different reasons and at specific points in the path to
purchase. Businesses need to understand the interplay between tech
and personal touch in their categories in order to win.
Robots and emotional bonds
Authentic Automation: Tech with a human touch
AUTHENTIC AUTOMATION

10
10
Automation is undoubtedly attractive to consumers
everywhere, but there is a line and consumers are wary of
over-automating and becoming too reliant on technology.
Losing human interaction can lead to feeling disconnected, and
so businesses need to be careful to balance these opposing
motivations with their business models and portfolios. Mindful
automation where it makes sense is key, solutions that are not
typically interaction-focused for example or where the benefits
of the technology far outweigh the need for human interaction,
adding value to create a great experience and enhancing the
human element.
In other areas, it will be important to give consumers the ability
to opt for human interaction where needed or indeed, wanted,
or where possible, humanising the tech experience. Evolved
algorithms and hyper-personalisation can help marketeers offer
highly curated content, products or services that are more
reflective of the consumers’ distinct tastes and preferences.
Automation provides obvious benefits for businesses both
financially and for productivity efficiencies.
Machines behind the scenes
Authentic Automation: What it means for business

11
Consequence
Context
Characteristic
Image source:
0%
10%
20%
30%
40%
50%
60%
70%
In person at the
store
Online on
computer
Online on
phone
2020 2021
Purchase Channels for Apparel and
Accessories 2020/2021
% of respondents
Passport edition: Euromonitor International Voice of
the Consumer: Digital Survey, 2022
 Stitch Fix combines the capabilities of AI and
human touch in a meaningful way. As the world
becomes increasingly digital, this balance will be
important for businesses to maintain.
 While the AI algorithm allows for speed and
efficiency within the business, customers are still able
to connect with human stylists to give input as to
their preferences. This balance remains important to
consumers, particularly as AI technologies are
continuously improving.
 Stitch Fix is an online personal styling service that
uses a combination of AI algorithms and human
stylists to provide clients with outfit
recommendations.
 Quizzes, “Style Shuffles” and rejected pieces inform
future suggestions through machine learning.
Stitch Fix
Stitch Fix combines AI algorithms with human stylists

12
Consequence
Context
Characteristic
Image source:
of consumers under
29 would be
comfortable
interacting with
robots
80%
of businesses
planning to invest in
robotics and
automation
42%
of consumers think
that longer-than-
estimated wait for
delivery is the most
common challenge in
2022
40%
 Providing an alternative to full automation is
important to maintain loyal connection with
consumers.
 In the long term, operators can wean them off
traditional cashiers; this solution is less alienating.
 Qu!ck is transforming purchasing habits in
Argentina. Not only because of the technology but
replacing old, underused vending machines in offices
(Grupo Dabra, YPF SA) as well as traditional
convenience stores in closed neighbourhoods.
 Enter.AR SA opened Qu!ck in Buenos Aires, the first
smart, digital and automated convenience store in
Latin America. A hybrid, with consumers able to
purchase through the Qu!ck app/self-checkout or, for
those consumers not used to digital purchases, the
option of paying at the traditional cashier.
Qu!ck
Qu!ck disrupting the purchasing experience through automated stores in Argentina
Passport edition: Euromonitor International Voice of
the Consumer: Digital Survey, 2022

13
13
Robotics that improve quality of life and
complement human expertise will be a
competitive advantage moving forward.
Improving
quality of life
Authentic Automation creates equity and
scales production. Tech benefits should
outweigh the need for personal
interactions to create a seamless
experience. And the best integrations will
be indistinguishable from human intellect.
Give consumers the ability to choose and
humanise tech where possible.
Purposeful
Humans and machines need to be in sync
to deliver meaningful solutions.
Businesses should assess all touchpoints
in the customer lifecycle. Then, find ones
that can be fully automated versus those
that should remain interpersonal to build
stronger relationships with their audience.
In sync
Outlook for Authentic Automation

Budgeteers According to Via, from May 2021 to April 2022,
US prices increased 32% for the lowest-priced
cereals, while RTE cereals increased 20%

15
15
44%
47%
61%
58%
46%
25%
21%
31%
10%
28%
17%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Saving money Overall spending Purchase private labels /
store brands
Visits to discount stores
Unchanged Increase Decrease
How Consumers Planned to Change Spending and Saving Habits
% of respondents
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 2022
Consumers are bracing for leaner months ahead.
In many world regions, inflation is driving up prices
and increasing the cost of living, while the
regularity of shocks to the economy has left
consumers everywhere with a sense of uncertainty
about the future. Many consumers feel a strong
impulse to save, to cut down on unnecessary
spending, to prepare for unknown costs ahead.
Consumers will navigate to cheaper brands, private
label products and discount channels to spend less
on everyday necessities. Where possible,
budgeting in this way will allow consumers to
continue to spend on accessible luxuries - such as
values-based retail, dining, and entertainment -
that will allow them to maintain a reasonable, but
not excessive, lifestyle that helps them cope with
the world around them.
Re-engaging pandemic-era saving behaviours
Navigating uncertainty, preparing for anything
BUDGETEERS

16
16
100
150
200
250
300
350
Australasia North America Asia Pacific Western
Europe
Eastern
Europe
Middle East
and Africa
Latin America
2021 2022 2023 2024
Consumer Price Index 2021-2024
2010 = 100
Source: Euromonitor International
Businesses are feeling the crunch too. Higher costs
mean businesses must pay more for raw materials,
more towards rent and utilities as well as other
operational costs. Where possible, those costs are
handed over in part to consumers who must choose
to either pay more for the final products or services,
or otherwise not purchase them at all.
For companies unable to pass on rising costs to the
consumer, profit margins are shrinking and some
businesses will be squeezed out of the market
altogether.
As consumers navigate the products and services
they can both afford and still feel the need to add
value to their lives, brands will need to find ways to
stand out and remain relevant. To do so, brands will
need to communicate that value they expose clearly
and help consumers justify the purchase.
Communicating value to remain relevant
Budgeteers: What it means for business
BUDGETEERS

17
Consequence
Context
Characteristic
Image source: Passport edition: Consumer Lifestyles; Retailing 2022
Expected y-o-y
growth of food and
beverage e-
commerce in
Canada in 2022
8%
Consumers in the
US who shop online
due to the ease and
availability of
delivery in 2022
25%
Consumers in the
US who shop online
to find the best
price in 2022
38%
 Online grocery has become hugely popular since
the pandemic, and online concepts tend to be
nimbler and more dynamic and differentiated
than traditional brick-and-mortar retail. Martie
has become even more relevant now amidst
inflation due to its unique proposition.
 Martie, launched in November 2021 in
California, USA, is an online discounter of shelf
stable products. Martie offers discounts of 40-
70% off the normal retail value because it resells
overstocked items unsold elsewhere.
 Martie aims to cut down on food waste by
reselling unsold products, and offers premium
branded items at cheaper prices. The platform
capitalises on trends in sustainability and online
grocery, while the element of affordability has
become especially relevant in 2022.
Snapshot of website
Martie online grocer offers steep discounts on overstocked shelf stable products
BUDGETEERS

18
Consequence
Context
Characteristic
Image source:
Passport edition: Voice of the Consumer: Lifestyles
Survey, 2022; Retailing 2022
of consumers in
Japan buy second-
hand products on a
computer or tablet
in 2022
29%
of all retail sales in
2022 were sold
online in Japan
14%
Consumers in Japan
who bought
second-hand or
previously-owned
items in 2022
13%
 An offline presence allows Mercari to reach a
larger addressable market. Staff show customers
how to use the app when needed, workshops
educate consumers about the benefits of second-
hand consumption, and special booths facilitate
the process of selling and shipping goods.
 There is growing interest among consumers in
purchasing second-hand items for sustainability
reasons. Consumers are able to spend less overall
when shopping for second-hand goods, or spend
less when trading up for more premium second-
hand brands.
 Mercari is a popular app-based second-hand
marketplace in Japan with over 15 million
monthly active users. The company began
opening brick-and-mortar engagement stores for
the first time in 2020 to educate consumers about
the app and the concept.
Press kit at about.mercari.com
Mercari takes second-hand marketplace offline to reach a larger addressable market
BUDGETEERS

19
19
Across consumer markets, a brand shake-
up is likely as some businesses shut their
doors for good, while others will build a
closer bond with consumers, moving
through uncertain times together, and
build loyalty along the way.
Brand consolidation
Accessible, affordable luxuries, even if
purchased less frequently, will continue to
resonate with consumers looking to live
well despite the times.
Living well,
but within means
Consumers are nonetheless preparing for
broader, longer-term uncertainty. Saving
and budgeting for the unknown will be a
long-term trend, and their impressions
and expectations built within this
environment will continue to frame the
opportunity for brands.
Belt-tightening
Outlook for Budgeteers
BUDGETEERS

Control the scroll 44% of global consumers consider easy
navigation through the site would make their
shopping experience better, up from 42% in 2020

21
21
0% 20% 40% 60% 80% 100%
Screen time
Social media activity
Digital streaming
services
Unchanged Increase Decrease
Source: Euromonitor International Voice of the Consumer: Digital Survey, 2022
How Consumers Planned to Change Time Spent on Digital Activities
% of respondents
Apps have taken centre stage across all facets of life. But
the sheer number of platforms at our disposal has a
downside. Too many options leave consumers frustrated.
Mindlessly browsing for hours on end can feel unproductive
and wasteful. Excessive use of social media has been linked
to shortened attention spans and an increased risk of
mental health issues. Last year, more than one fifth of
consumers deleted social media accounts they did not use
very often.
But this is not a digital detox. Rather, a focus on
functionality and efficiency. A majority of consumers are
not planning to decrease screen time but are choosier
about how that time is spent. They are taking stock of apps
or subscriptions and opting out of platforms that do not
prove valuable.
Digital natives want solutions to optimise and consolidate
their online activities. Curated content, streamlined apps
and tailored recommendations help consumers Control the
Scroll.
Browsing for the benefit
Screen time well spent
CONTROL THE SCROLL

22
22
0% 20% 40% 60%
Expansion of mobile applications and
platforms
Tailored marketing or personalised
recommendations
Enhanced web search or site navigation
Enhancement of AR/VR-based applications
Development or expansion of voice-powered
applications
Accelerated Tech Investments Due to COVID-19, 2021
% of respondents
Source: Euromonitor International Voice of the Industry: Digital Survey, 2021
Consumers are looking for solutions that enhance digital
wellness. Time management tools that track screen time,
schedule breaks and block distractions can aid in the
development of healthier usage habits.
With consumers not planning to significantly increase the
amount of time they spend online, especially as they
continue getting back into the real world in 2023, it is
imperative for businesses to offer an enriching and hassle-
free online experience.
Super apps are one route to achieve streamlined
functionality. These are a one-stop shop for communication,
commerce, mobility, finances and other daily tasks. But
super apps are not the only option. Add-ons such as secure
APIs or plugins can expand brands’ services.
Customer-centric brands closely monitor behavioural
analytics to understand how users engage with their apps or
websites. This data should be used to create intuitive
platforms and interfaces.
Development through the lens of digital wellbeing
Control the Scroll: What it means for business
CONTROL THE SCROLL

23
Consequence
Context
Characteristic
Image source:
 Apps that help streamline services and provide one-
stop shop access to a variety of products and services
that make day-to-day life more convenient stand to
benefit on the back of a simpler, faster and more
convenient user experience.
 Super apps are permeating almost all aspects of
consumers’ digital lives.
 The likes of WeChat, Grab and Gojek have become
integral to digital consumers for the sheer
convenience they offer.
 With a range of products and services offered under
three main pillars - travel, e-commerce and fintech -
the AirAsia Super App has evolved into a travel and
lifestyle platform. The app is currently operational in
Indonesia, Malaysia, Singapore and Thailand with
different services offered across each country.
AirAsia
AirAsia Super App: a comprehensive travel and lifestyle platform
CONTROL THE SCROLL

24
Consequence
Context
Characteristic
Image source:
 Providing access to a variety of mobility
solutions in one place prevents the need to switch
between apps and offers a more optimised
solution to commuters. Such a development
highlights how a complex mobility network can be
streamlined and made more attractive for use.
 Berliner Verkehrsbetriebe (BVG) is Berlin’s public
transport authority. Under the Smart Mobility
concept, #BerlinSteigtUm, it is looking to shape
the future of mobility in Berlin. A step in that
direction was the launch of Jelbi in September
2019, in partnership with Trafi.
 BVG Jelbi integrates all public transport and
shared mobility options into a one-stop shop for
Berliners to find, plan, book and pay for all their
trips.
 Once registered, users can choose from a variety
of mobility options without leaving the app.
Jelbi
BVG Jelbi integrating mobility into a one-stop shop for Berliners
CONTROL THE SCROLL
0 25 50
Electric scooter
e-bike
Car-sharing service
Private shuttle
Bicycle
Ride-sharing service
Motorcycle/moped
Ride-hailing service
Take a taxi
Ride in friend/family's car
Walk
Public transportation
Personal car
2022 2020
Mode of Commute
% of respondents
Passport edition: Euromonitor International Voice of the
Consumer: Mobility Survey 2022

25
25
An effortless, comprehensive online
experience is non-negotiable. Brands that
save consumers’ time will ultimately gain
their attention.
Time-saving content
Brands should not be a distraction.
Instead, notifications need to be
regulated, intentional and relevant.
Consumers want app or platform
functionalities that add value and help
them Control the Scroll.
Sharp content
People are tethered to their devices. But
screen time is more selective. Consumers
want content and products filtered to
their interests.
Filtered content
Outlook for Control the Scroll
CONTROL THE SCROLL

Eco economic 45% of professionals say investing in
sustainability initiatives is a strategic priority for
their company in the next five years

27
27
0% 20% 40% 60%
Reduce food waste
Reduce energy consumption
Use less water
Repair items instead of replacing
Reduce my carbon emissions by driving less
Rent items instead of buying
Source: Euromonitor International Voice of Consumer: Lifestyles Survey, 2022
Green Activities and Sustainable Consumption
% of respondents
Consumers have reacted to the ensuing cost of living crisis by
embracing alternative ways of accessing products, switching
to more fuel-efficient electric/hybrid cars, reducing
unnecessary spending, seeking out budget or private label
brands, eating more at home, turning off heating and reducing
appliance use, limiting travel, downsizing households or
moving back to multi-generational households. The
motivations of Eco Economic consumers are also rooted in the
post-pandemic desire to live more authentically.
Sustainable consumer behaviour has always been hindered by
the higher cost of products with eco-claims, as the sustainable
option was never the cheapest or most attractive. Until
COVID-19 broke supply chains, kept us indoors, followed by
the war in Ukraine sending the cost of commodities for staple
consumer goods and energy spiralling, in turn fanning the
flames of inflation across the developed world. As a result,
green activities such as repairing, re-selling, recycling, renting,
etc, are enjoying a default consumer boost.
The cost-effective option is now the sustainable option
Cost of living forcing consumers into sustainable behaviour
ECO ECONOMIC

28
28
Impact of Product Affordability Across Different Markets 2022
Consumers seeking out cost-effective ways of consuming, be it
energy or consumer goods, have been met by businesses eager to
provide resale models, repair options, or leasing opportunities.
From providing repair shops for clothing and footwear (industries
traditionally lambasted for their “fast fashion” unsustainability) to
rental options for appliances, from alternative energy solutions for
small dwelling spaces to directions to the most fuel-effective car
routes, brands are providing consumers ways to retain brand
engagement while addressing their cost-saving needs.
In the same vein, some retailers have also reduced prices for plant-
based options (be it hot drinks or packaged foods) which have
traditionally been more steeply priced than non-plant-based
options, to make sustainable options more accessible and
affordable.
Businesses endeavour to make sustainable option more accessible
and affordable
Eco economic: What it means for business
ECO ECONOMIC

29
Consequence
Context
Characteristic
Image source:
Passport edition: Consumer Appliances 2022, Euromonitor
International Voice of the Consumer: Lifestyles Survey, 2022
of UK households
do not know which
cooking appliances
cost more to run
52%
of consumers
regularly seek
private label and
low-cost goods in
2022
24%
Volume sales
growth in 2022 vs
2021 of light fryers
in the UK
15%
 Soaring energy bills are forcing consumers to seek
out cost-effective ways of using appliances, as well as
the most energy-efficient appliances themselves (for
example the double-digit growth of air-fryers), thereby
driving sustainable behaviour by default.
 Both brands have committed to 11 pro-consumer,
pro-planet pledges, which include an overhaul of
Iceland’s own-product packaging to promote more
energy-efficient cooking appliances and methods, and
a national “Cooking High 5” consumer awareness tour
run by Utilita outside Iceland stores.
 Retailer Iceland has teamed up with energy supplier
Utilita to help UK families better understand the cost
of cooking, and to help identify economical cooking
methods to make budgets stretch further. It tests
cooking appliances and offers recommendations.
Facebook.com/icelandfoods
Iceland teams up with Utilita to help consumers identify economical cooking methods
ECO ECONOMIC

30
Consequence
Context
Characteristic
Image source:
Source: Euromonitor International Voice of the
Consumer: Sustainability and Voice of the Industry:
Sustainability Surveys 2022
of consumers in
Brazil buy
sustainably-
produced items to
positively impact the
environment
40%
of food and
beverage companies
plan to use
sustainable sourcing
claims in new
product launches
61%
of Brazilian
consumers trust in
organic claims
62%
 Soaring energy bills are forcing consumers to seek out
cost-effective ways of using appliances, as well as the
most energy-efficient appliances themselves (for
example the double-digit growth of air-fryers), thereby
driving sustainable behaviour by default.
 The company offers competitive prices by adopting a
localisation strategy, whereby products are sourced
locally, where possible.
 Brazil’s growing consumer base of sophisticated
urban shoppers has developed a taste for organic
products, which they see as superior in quality and
positive for the environment.
 In July 2021, supermarket chain Carrefour launched a
line of organic foods in Brazil. The Bio line, which has a
portfolio of over 100 products including condiments,
beverages, frozen meals, teas, eggs, cereals, coconut oil
and olive oil, claims to offer superior quality organic
products at up to a 30% lower price than competitors.
Image source: Carrefour
Carrefour launches Bio: an affordable organic range – in Brazil
ECO ECONOMIC

31
31
Consumers expect manufacturers to
accompany them on this journey, so that
once they do have more money to spend,
they will do so with those brands that
provided true alternatives to mass
consumption at a time when they had less
spending power.
Sustainable
fellowship
Less about sustainable acquisition than
about sustainable shedding: reduction of
wasteful goods, wasteful energy use,
paring it down to the minimum and
expecting manufacturers to provide
authentic options for consumers to marry
cost savings with such sustainable
behaviour.
Sustainable
shedding
Consumers remain reluctant to pay more
for goods brandishing sustainable claims
irrespective of economic outlook,
sustainable habits in terms of
consumption borne of economic necessity
now are expected to usher in a new era of
sustainable behaviour rather than
sustainable purchasing.
Sustainable
behaviour
Outlook for Eco Economic
ECO ECONOMIC

Game On 37% of consumers participated in online video
gaming at least weekly in 2022

33
33
0%
10%
20%
30%
40%
50%
60%
Generation Z Millennials Generation X Baby Boomers
Interested in Playing Immersive Online Video Games
% of respondents
Source: Euromonitor International Voice of the Consumer: Digital Survey, 2022
With global ownership of digital devices continuing to
increase, accessibility of consumers from all age groups to
gaming has never been so high. This is driving Game on; all
consumers are spending more time on mobile games and
immersive community gaming. For some individuals, gaming
can provide a way to escape from chaotic reality, for many,
they can enjoy and continue real-life activities such as
socialising in communities with mutual interests, within the
gaming world.
Besides the satisfaction of achieving milestones in the game,
consumers are increasingly purchasing digital goods and
add-ons to enrich the overall experience; this applies to
casual, amateur and professional gamers across all
demographics.
The shift from purchasing tangible goods to digital assets
indicates the consumer perception of asset ownership has
transformed. Such transformation has further blurred the
boundary between the real world and the virtual gaming
world.
Digital reality to escape reality
Entertainment for all
GAME ON

34
34
0
20
40
60
80
100
120
140
160
2021 2022 2023 2024
Video Games Software
(In-Game Purchases)
Video Games Software
(Game Sales)
Video Games Hardware
(Consoles and AR/VR Headsets)
Video Games Sales by Category 2021-2024
USD billion
Seeing the tendency for consumers to spend more time in the
digital world through gaming, businesses need to understand
how gaming platforms can be the convergence platform for
them to win the fragmented attention of target consumers
over the sophisticated world online. It is necessary for them to
redefine gaming as a part of the customer journey and
incorporate the role gaming plays into their future strategy
planning process.
To better stay connected to the world of gaming, businesses
need to evaluate and rethink their virtual identities to better
position themselves. The recent movement of the metaverse is
one of the iconic examples demonstrating one way to start
exploring and establishing businesses’ virtual identities. This is
like the development of omnichannel strategy but now, it is to
do with gaming activities with the Game on trend. It is
important for businesses to understand whether the brand
equity, customer experience or dollar value is what they can or
wish to achieve via connecting to the gaming world.
A new playing field
Game on: What it means for business
GAME ON

35
Consequence
Context
Characteristic
Image source:
40
41
42
43
44
45
46
47
48
49
50
2019 2020 2021 2022
Consumer: Lifestyles Survey, 2022
Valuing online virtual experiences
% of respondents (strongly agree or agree)
 Partnering with video game developers
allows brands to access target customers cost-
effectively. The interactive nature of playable ads
demonstrates a time-efficient way for customers
to learn about the brand and product.
 Such a partnership not only allows Maybelline
to tap into the global gaming community, but it
also allows both existing and prospective
customers to become familiar with the brand’s
products and help generate sales from the gaming
community.
 Maybelline successfully raised brand awareness
through partnering with Zynga, a video game
developer with 40 million daily active users, to
activate an in-game playable ad that requires
gamers to match different mascaras by
Maybelline.
Maybelline (LinkedIn post)
Maybelline uses playable advertisement to build brand awareness among gamers
GAME ON

36
Consequence
Context
Characteristic
Image source:
 This demonstrates the power of offering in-game
purchases as rewards to target digital native
consumers who are likely to be younger customers
of the market. It is expected that video games will
become popular acquirers for businesses to acquire
target customers.
 The esports community is huge in South Korea.
Spotting large transactions associated with in-game
purchases, Woori Bank targets this market by
partnering with League of Legends and offering
limited edition in-game products to boost its user
base and conversion.
 Woori Bank partnered with League of Legends to
issue a cobranded card, offering exclusive in-game
character skins to card users who meet spending
requirements. This campaign targets the group of
esports fans who are willing to make in-game
purchases through card and mobile payments.
Woori Bank
Woori Bank offers exclusive in-game rewards targeting the esports community
GAME ON
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
2018 2019 2020 2021 2022
In-Game Purchases Market in South Korea
2018-2022
KRW billion
Passport edition: Toys and Games 2022

37
37
Brands need to consider holistic gaming
culture and how to tailor their offerings to
these consumers.
Game strategy
.
Sophisticated hand
The gamer population is taking off. This
once-niche segment is now a mass-
market opportunity.
From niche to
mass market
Outlook for Game on
GAME ON
Companies are getting their Game on.
Sponsorships, advertisements, in-game
purchases and product innovations are the
primary revenue drivers thus far. And AR/VR
tech investments show no sign of stopping.
Gaming experiences are only getting more
sophisticated.

Here and now USD156 billion buy now, pay later
lending value in 2022

39
39
0% 10% 20% 30% 40% 50%
Willing to spend money to save time
Like to browse in stores even if they don't
need to buy anything
Regularly buy themselves small treats
Often make impulse purchases
Consumer Shopping Preferences
% of respondents
The domino effect of COVID-19 has caused increasing
pressure through macroeconomic factors globally. Shaken
supply/demand shocks have led to added volatility and
rising costs that are felt strongly by consumers. At the
same time, individuals and families are translating products
and services into the value they bring into their lives in
terms of overall improvements, productivity, effectiveness
and even joy.
Today’s consumers are re-evaluating purchases based on
the value it brings to them in the form of beyond saving
and towards investment mindset. As time and health are
considered equally important resources to money,
consumers are considering purchases including medium to
big ticket items, because if not now, when?
Consumers are exploring purchase and payment methods
that allow them to get what they want and to improve
their quality of life now.
The urge to splurge
No time like the present
HERE AND NOW

40
40
As the world continues to evolve, businesses are adapting
and showing reliance by offering consumers innovative
products, services and purchase methods.
Globally, there has been an influx of consumer-friendly
payment and rewards-based solutions by businesses to
encourage consumers to buy what they need and want when
they need and want it. Examples include tiered loyalty
programme benefits, cashback cards, buy one get one free,
referral schemes, buy now, pay later (BNPL)-based payment
instalments through to short-term rentals or rent-to-own
business models.
Countries are helping attract consumers with the ability to
spend more, which will be even more important in 2023.
Government-led immediate immigrant investment
programmes such as residency by “golden” visas or
citizenship with “golden” passports prove attractive to ultra-
high and high-net-worth individuals, celebrities,
entrepreneurs, middle class professionals and skilled talent.
Marketing for the moment
Here and now: What it means for business
HERE AND NOW

41
Consequence
Context
Characteristic
Image source:
0
20
40
60
80
100
120
140
160
180
2017 2018 2019 2020 2021 2022
Buy Now, Pay Later Lending Value 2017-2022
USD billion
Passport edition: Consumer Finance 2022
 Innovative instalment models such as BNPL are
becoming standard. Started by fintech companies,
traditional financial players, retailers and brands
themselves are getting in on the action with
further innovation expected to enable seamless,
flexible payments solutions for consumers.
 Klarna continues to expand and evolve its
services to create value for merchants and
consumers alike. For example, since acquiring
mobile wallet provider Stocard in 2021, it has
incorporated new loyalty card features in its app.
 Klarna is one of the first BNPL firms globally.
Founded in 2005 in Sweden and aiming to make
paying simple, safe and smooth, it has continued
to reinvent and adapt itself, expanding globally,
amidst technology disruption and evolution.
Klarna.com
Fintech brand Klarna popularises BNPL across financial institutions (Sweden/global)
HERE AND NOW
50% of consumers enjoyed life and
did not worry about planning for the
future in 2022

42
Consequence
Context
Characteristic
Image source:
Euromonitor International Voice of the Consumer:
Digital Survey 2022
participate in
loyalty
programmes for
members-only
benefits
40%
influenced as
shopping is more
convenient through
a loyalty
programme
38%
participate in a
loyalty programme
offered by grocery
stores
46%
 Experiencing more is an integral part of feeling
connected to a brand. Businesses should create
meaningful experiences for consumers through loyalty
programmes, where they genuinely feel that the brand
cares about them and provides them value by
experiences in the now, beyond money.
 SHARE is a loyalty programme that allows up
to nine family and friends to join, share and redeem
points as one, encouraging the creation of moments
through experiences. Members can earn and redeem
points across multiple retailers as well as cinemas and
entertainment centres.
 SHARE from Majid Al Futtaim (MAF) is a lifestyle
rewards programme which has let members earn and
redeem points across all MAF brands across 2,300+
stores across 16+ shopping centres in the UAE since
2019. In August 2022, it expanded to 3,500 outlets in
the UAE and Saudi Arabia.
Majid Al Futtaim
Majid Al Futtaim’s SHARE rewards build a valued inclusive community feel in the now
HERE AND NOW
MAF operates multiple
retailers, such as Carrefour,
having a 41% market share in
the UAE in hypermarkets alone

43
43
Businesses that help consumers balance
living for now as well as for tomorrow,
and ensure they have access to brand
offerings to enjoy the best life they can
right now, will keep customers onboarded
and highlight supportive corporate
credentials, drive loyalty and longevity.
Improving
Flexible solutions expand purchasing
power and alleviate cost pressures to help
consumers spend on happiness.
Bendy solutions
Shoppers are forced to cut back but do
not want to be set back. Instant
gratification motivates Here and Now
consumers. Price is not the only factor for
these purchase decisions; emotional
equity carries equal weight.
Emotional equity
Outlook for Here and Now
HERE AND NOW

Revived routines 81% of younger workers say they would feel
more isolated without time in the office

45
45
0%
10%
20%
30%
2021 2022 2021 2022
Visits to restaurants Visits to the cinema, concerts or theatre
Planned Increase in Social Outings
% of respondents
The pandemic has left consumers yearning for real-life
experiences and normalised routines. Many have
decided to live in the moment, with 50.1% of
consumers saying they like to enjoy life and not plan for
the future, up by 8.7 percentage points compared to
2021.
This revival of demand has resulted in increased spend
on discretionary items, such as apparel and footwear,
beauty and personal care, and travel, with a 5.1
percentage point increase in consumers’ overall spend
in 2022 compared to the previous year.
Revived Routines is about taking the new post-
pandemic habits such as self-care and pampering
yourself along with return to the real world, while
navigating this in a high-pressure economic
environment. The trend transcends industries
particularly those manifesting in apparel and footwear,
beauty and personal care, travel, and other
discretionary categories.
I deserve it
Out and about
REVISED ROUTINES

46
46
More for less
Revised Routines: What it means for business
REVISED ROUTINES
The current consumer demand for products that help them
go back to their routines and socialise makes it an
opportune time for a brand and strategy refresh for
businesses. Brands need to be more innovative, fun,
creative and engaging. From retail to foodservice to travel,
enhancing the experiential aspects of the products is key.
Apparel and footwear and beauty and personal care
industries are at the forefront of this trend, with consumers
seeking to finally splurge on a new fragrance, lipstick or
even a back-to-work capsule wardrobe but looking to make
their spend worth it.
In line with this trend, brands begin to strip down,
removing filters and knocking down barriers to ensure that
brand experiences are accessible and affordable to all. Even
though the current climate is challenging, brands should
stand firm on quality and unique brand experiences,
creating long-lasting relationships with customers looking
to rediscover the world through affordable luxuries.
20
30
40
50
60
70
80
90
100
110
120
2019 2020 2021 2022 2023 2024 2025 2026
Apparel and Footwear Beauty and Personal Care
Consumer Foodservice Luxury Goods
Travel
Recovery Timelines for Industries 2019-2026
2019 = 100

47
Consequence
Context
Characteristic
Image source:
0
20
40
60
80
100
120
2019 2020 2021 2022 2023 2024 2025 2026
Recovery Timeline and Growth for
Consumer Foodservice 2019-2026
2019=100
Passport edition: Consumer Foodservice 2022
 As consumers are going back to their routines,
socialising in bars and restaurants is also seeing a
comeback. Companies within and outside the
industry are looking to further engage with
consumers and encourage them to step back into
the real word.
 Hospitality was one of the hardest-hit industries
during the pandemic, and this app was created to
support its revival. The process of signing up and
using the reward app was made simple and free for
both restaurant owners and consumers.
 Lynq is an app created in partnership with
restaurants and credit card networks to provide
industry-wide benefits in hospitality. The app was
created to revive the industry in Canada, allowing
restaurants to create rewards for consumers such
as 10% cashback on slower days.
Lynq
Lynq rewards programme app providing industry-wide benefits in Canadian hospitality
REVIVED ROUTINES

48
Consequence
Context
Characteristic
Image source:
of respondents plan
to increase their
visits to restaurants
in the next 12
months
27.7%
of respondents
ranked time with
partner or spouse as
one of the top three
factors important
for happiness
49.3%
of respondents
believe more of
their everyday
activities will shift to
in-person in the
next five years
38.5%
 Businesses are encouraging consumers to
immerse themselves back into the real world with
creative campaigns centred around socialising and
dating. This not only gives consumers a morale
boost, but also helps revive the hospitality
industry.
 The pandemic has reduced in-person and
increased online dating globally. McDonald's has
launched the offer to help bring back in-person
dates and add an element of fun to in-person
meet-ups.
 McDonald's Sweden has released a "hot offer
for two" coupon that can be redeemed in-store
for a discounted price on its Spicy Chicken
McNuggets. The coupon can only be activated in
store by two people, nudging consumers to meet
up in real life.
McDonald's
McDonald's Sweden launches a coupon offer to encourage in-person dating
REVIVED ROUTINES

49
49
Experiential retail and foodservice could
reinvigorate brand engagements,
adventure and enthusiasm.
New adventures
Consumers that want to get back into
Revived Routines. Products and services
that boost confidence will prevail.
Support
Brands have a chance to create long-
lasting relationships with customers
looking to rediscover the world.
Building
connections
Outlook for Revised Routines
REVISED ROUTINES

She rises 46% of female respondents globally indicate they
prefer to take charge and lead others

51
51
0 10 20 30 40 50 60
Keeping a youthful appearance
Simplicity
Looking presentable
Embracing yourself
Looking your best
Good oral health/care
Inner confidence
Being comfortable in your own skin
Hygiene/cleanliness
Looking healthy
Female Perception of Beauty, Top 10 Global Attributes
% of respondents
Source: Euromonitor International Voice of the Consumer: Beauty and Personal Care Survey, 2021
The Me-Too movement became a catalyst for social change.
Demonstrations and global exposure have sparked a chain
reaction across a spectrum of female empowerment issues.
Consumers have become louder and stronger in demanding
equality and female empowerment. Breaking stigmas, women
are now advocating for fair and inclusive representation of
their body in all shapes, sizes and ages. They are hunting for
tailored products that celebrate women as they are and help
feel comfortable, empowered, and safe in all life stages.
According to the 2022 Lifestyles Survey, 52% of women
wanted products and services that are uniquely tailored to
themselves. As gender stereotypes evolve, women are
pushing to embrace new family structures and pursue
professional and personal success. Changing gender norms
and women’s role in society are breaking barriers between
male and female areas of play, both in family, social and in
work life.
Breaking norms for women and fighting for their rights
Fast-tracking the age of women’s empowerment
SHE RISES

52
52
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2021 2022 2023 2024
Male Female
Disposable Income by Gender 2021-2024
USD per capita
Female empowerment has become impossible to ignore and is
opening opportunities for businesses both as employers and market
players. While businesses are more successful in adapting working
cultures for greater gender equality, market entries and product
innovation are still on a path of trial and error. The health and
wellness industry along with digital health providers were among
the first to step up, react, research and accommodate demand for
the changing female body narrative.
Femtech companies have exploded in the past few years and
investment in digital health start-ups catering to women and those
who identify as women has grown exponentially.
Fashion companies are also tapping into increased age, size and
female health diversity. New frontiers have opened for nutrition and
supplement producers to cater to nutritional demands during
pregnancy, postpartum or menopause. Nevertheless, gender
inclusivity is still leading the list of wins and losses when product or
narrative fails or is out of tune. But in this day and age mistakes can
cost heavily.
Workplaces and brands becoming more gender inclusive
She Rises: What it means for business
SHE RISES

53
Consequence
Context
Characteristic
Image source:
Passport edition: Consumer Foodservice 2022, Business
Dynamics
self-employed
workers in India in
2021
247mn
was the minimum
wage per hour in
India in 2021
USD 0.3
of foodservice
purchases in India
were home
delivery in 2021
12%
 The company is spotlighting and supporting
women in a usually male-dominant sector and is
helping to remove societal, cultural and economic
barriers from women. Delivery stations help to
redefine female participation in the fast-paced e-
commerce and logistics sectors in India.
 The platforms have taken Amazon closer to its
commitment to provide Diversity, Equality and
Inclusivity for all. The platforms have allowed the
company to expand its presence as well as break
barriers and empower women, providing more
job opportunities in the logistics space.
 Amazon partnered with India’s last mile delivery
start-ups and companies and has opened six all-
women stations for Amazon's Delivery Service
Program (DSP). In these dedicated stations
women handle everything - from managing,
collecting to delivering products.
https://press.aboutamazon.in
Amazon breaking stigmas with all-women logistics stations in India
SHE RISES

54
Consequence
Context
Characteristic
Image source:
 Female fighters are challenging entrenched
female stereotypes in sports and beyond.
Businesses are creating platforms for female
sports to be accessed, seen and celebrated while
also monetising this new trend.
 In most sports bars, women's games are hardly
standard spectacle, and usually not available.
However, women's sports are entering a new era
changing the face of male-dominated offer. For
example, women’s bouts are now common in
Ultimate Fighting Championship (UFC) events.
 Sports Bra is a catering outlet in Portland,
Oregon, mainly covering women's sporting events
inside the bar. The place is also procuring food
and beverages from women-owned vendors. The
bar creates a space to watch female athletes on
large screens.
Shannon Dupre
Sports Bra: a new US platform to showcase and champion female sports
SHE RISES

55
55
Advocating for equal opportunities should
be a corporate pledge - not an advertising
ploy.
Commitments to close the gender gap will
position brands as allies to She Rises.
Genuine
corporate pledge
.
Aligning
with values
By 2040, global proportion of female
household heads will reach 42%; nearly
26% of the global female population will
be over 55. Women are rising to be equal
and independent. They expect equity and
inclusivity not only at work, but in their
social life and on store shelves.
She shift
Outlook for She Rises
SHE RISES
Products reflecting unbiased gender
perspective will continue to resonate
well with female consumers as
acceptance, self-care and inclusion are
at the forefront of the She Rises
movement.

The thrivers 38% of global consumers say they will work less
in the future than they do now

57
57
0% 20% 40% 60% 80%
I seek curated experiences that are tailored to
my tastes
I will have more free time
I will work less than I do now
I will be happier than I am now
I like to enjoy life and don't worry about
planning for the future
Spiritual beliefs are an important part of my life
I feel I can make a difference to the world
through my choices and actions
Personal Attitudes Towards Life
% of respondents
A steady stream of social media and digitisation, social
upheaval and pandemic-induced WFH have all resulted in
associated mental unwellness. Things that once mattered
do not matter, at least not in the way they did before. The
other problems out there - climate change, political
battles, war - are just so big, so what is the point? It is
harder than ever to care about anything, and this sense of
malaise means that consumers want to go about life
fulfilling their daily duties without exerting themselves in
the process. Homing in on personal needs is the key to
thriving, meaning consumers are more willing to live an
ordinary life.
Thrivers are avoiding travel time (and preserving their
personal time) via hybrid work and online conferences.
They are creating their haven by investing more in their
homes and gardens, and they are finding peace of mind
(and avoiding hangover-related depression and anxiety)
with cannabis instead of alcohol.
It’s okay to be ordinary
Putting life into perspective
THE THRIVERS

58
58
0
20,000
40,000
60,000
80,000
100,000
120,000
2019 2020 2021 2022 2023 2024 2025 2026 2027
Retail Sales of Adult-Use Cannabis Beverages in the US 2019-2027
´000 litres
Businesses are going above and beyond to make life
as easy as possible for overwhelmed consumers who
want balance in their personal and work lives.
Clear boundaries, manageable workloads, fair
compensation and transparent communication keep
workers engaged. Corporations such as LinkedIn
implemented additional paid week-long holidays as
part of their benefits programme to prevent
burnout. And certain countries are transitioning to a
four-day workweek to improve morale and
productivity.
The Thrivers seek products that promote stress
relief, wellbeing or relaxation. And recreational
cannabis has been a top beneficiary for these
reasons. Marketing towards need states can sway
purchase decisions and broaden appeal.
Make it easy for me
The Thrivers: What it means for business
THE THRIVERS

59
Consequence
Context
Characteristic
Image source:
0% 50% 100%
Low stress
Emotional wellbeing
Feeling “good”
Getting enough sleep
Mental wellbeing
Consumer Perceptions of Health
% of respondents
Consumer: Health and Nutrition Survey, 2022
 The search for a better work-life balance is a
result of post-pandemic exhaustion.
 Brands are looking to engage with their
customers, as well as their employees, to provide
solutions via wellness initiatives, while promoting
their own products.
 Within the home office context, working hours
have increased significantly, blurring work-life
balance lines.
 This is also part of Heineken's initiatives
to promote employee wellbeing.
 A bottle opener that shuts down your computer
via Bluetooth when you open a bottle at the end
of the day.
 The campaign was launched in multiple
countries around the world to promote a better
work-life balance.
Heineken
Heineken's The Closer: signing off from work with the flick of a bottle cap
THE THRIVERS

60
Consequence
Context
Characteristic
Image source:
53.8
63.5
37.8
51.3
43.8
0 50 100
Buy used or second-hand
items
Donate used items to a
charity or non-profit
Rent items, rather than
buy
Sell used or second-hand
items
Share/swap items or
services
Consumers who contribute to the circular
economy at least annually
% of respondents
 Tulu simplifies its clients’ lives by offering the
products that are used most by the building’s
residents, taking care of maintenance, product
choice and adding/removing products based on
usage data.
 Consumers are looking to simplify, save space and
money at home, avoiding buying equipment and
services that will not be frequently used.
 Communal equipment is a sustainable practice for
people looking to get by with fewer things, avoiding
waste and unnecessary spending.
 Tel Aviv-based Tulu provides shared units equipped
with multiple appliances, services and products for
rent, by a building’s users, operated via an app.
 Available products are chosen according to the
specific building where the unit is located and
inventory modified based on usage data.
Tulu
Tulu: Communal equipment rental in the lobby of your building
THE THRIVERS

61
61
Thrivers put effort towards people and
products that serve them. For businesses,
the priority will be assessing how
offerings can deliver value. Catering to
specific need states is one approach that
could resonate with these consumers.
Improving
Supportive
Consumers continue to look for the right
balance this year and seek out brands that
advocate for their physical and mental
health.
Life balance
Outlook for The Thrivers
THE THRIVERS
Employees will demand a higher
quality of office life before
permanently returning to their desks.
Companies must provide outlets that
lend support and reassurance.

Young and disrupted 44% of Gen Z consumers placed importance
on cultivating a personal brand online in 2022

63
63
0%
10%
20%
30%
40%
50%
Boycott brands that don’t
share their social or political
beliefs
Make purchase decisions
based on brands' social and
political beliefs
Want to engage with brands
to influence product
innovation
Generation Z’s Brand Engagement
% of respondents
Gen Z is an economic force and accounts for nearly one quarter
of the global population. The pandemic shaped their most
formative years, which translates into higher resilience and
expectations than preceding cohorts. These Young and Disrupted
consumers are on the cusp of financial independence, and their
unconventional upbringing will transform business as usual.
Born digital natives, technology runs in their DNA. Gen Z invests
in their online personas and carefully curates their personal
brands. Social media such as TikTok is a stage to present
themselves, a search engine for discovery and a lucrative career
path. Millennials were the first content creators, but Gen Z will
up the ante.
Gen Z is immune to traditional advertising. Authenticity and
social impact make a difference. They want to feel a genuine
connection when engaging with brands. And these outspoken
shoppers are not afraid to voice concerns; more than one third
shared their opinions on social or political issues on social media
last year.
Influencer not influenced
The world’s a stage
YOUNG AND DISRUPTED

64
64
-1%
0%
1%
2%
3%
2021 - 2022 2022 - 2023 2023 - 2024
15-19 20-24 25-29 30-34 35-39 40-44
45-49 50-54 55-59 60-64 65+
Growth of Average Gross Income by Age 2021-2024
% year on year growth
Social media platforms such as TikTok and Instagram are like a
search engine for Gen Z that they check before making decisions,
especially purchasing decisions, to see what others are saying about
the products/services, particularly those they are interested in
paying for.
Shared content of the brands should trigger emotional reactions to
create engagement within seconds to grab the attention of this
young generation with a shorter attention span. As Gen Z do not
consider targeted ads a breach of privacy, brands can create
personalised ads to capture their areas of interest.
In addition to having a strong online presence, brands should offer a
highly immersive and engaging shopping experience for capturing
the virtual presences of the younger generations, the metaverse will
be a key space for this. Beauty and fashion industries are already
touching global causes such as nature and ethical production by
promoting their sustainable production and CSR initiatives, to
address the need of Gen Z for finding a meaning and to create loyal
brand advocates who are promoting their products with good grace.
Real > ideal
Young and Disrupted: What it means for business
YOUNG AND DISRUPTED

65
Consequence
Context
Characteristic
Image source:
25%
26%
27%
28%
29%
30%
31%
32%
33%
34%
Generation
Z
Millennials Generation
X
Baby
Boomers
Passport edition: Euromonitor International Voice
of the Consumer: Lifestyles Survey, 2022
Purchasing decisions based on
brands’/companies’ social and political
beliefs
% of respondents
 We will see more brands adopting a modern,
technology-driven twist to long-standing
traditional campaigns and missions.
 They are encouraging games to reflect the
authentic world, manifestating of the interests of
Gen Z.
 It addresses representation issues by taking its
mission into the virtual world. Consumers want
their game characters to represent their authentic,
true selves. Dove's mission stands for equality of all
kinds in the metaverse, a sentiment that Gen Z
embodies.
 Real Virtual Beauty is Dove's new campaign that
is aimed to challenge and change female
representation in video games.
 Since 2004, Dove has championed Real
Beauty that breaks unrealistic beauty standards.
Dove
Dove's Real Virtual Beauty campaign straddles reality and virtual
YOUNG AND DISRUPTED

66
Consequence
Context
Characteristic
Image source:
18%
19%
20%
21%
22%
23%
24%
25%
Generation
Z
Millennials Generation
X
Baby
Boomers
Passport edition: Euromonitor International Voice
of the Consumer: Lifestyles Survey, 2022
Buy products and services from purpose-
driven brands/ companies
% of respondents
 Actions speak louder than words; more brands
will partner with non-profit organisations to
demonstrate their commitment to social causes,
create value, and attract young and socially-
conscious consumers.
 By dedicating the profit coming from the sales of a
special edition sneaker designed by the younger
generation's popular popstar, Aleyna Tilki, to
the iFightDepression platform, Puma aims to build
loyalty by clearly showing the value in its brand
interactions.
 Puma, the global sportswear brand, collaborated
with the European Alliance Against Depression to
support the translation of iFightDepression (an
online platform aiming to help individuals with
mild to moderate depression to self-manage their
symptoms) into Turkish.
Splash
Puma’s cry to raise awareness of depression is heard by Turkish young generation
YOUNG AND DISRUPTED

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Promote the proof. Instead of typical ads,
use endorsements to let your product
speak for itself. Loyal customers are your
best advocates.
Building
loyalty
Narratives are pivotal. But actions speak
louder than words. Empty promises or
staying silent on social causes can wreak
havoc on reputation. Trust is created
when companies live up to their
commitments.
Trust
Social media is engrained in the Gen Z
lifestyle. Shoppers scroll their feeds for
inspiration, education and reviews.
Attention spans are shrinking, but content
is exploding. Brands have seconds to
stand out.
Don’t blink
Outlook for Young and Disrupted
YOUNG AND DISRUPTED

Outlook Moving through uncertain times together

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Innovation through this
lens can not only set
businesses apart but
position them as a
trusted ally
Focus on solutions that
improve quality of life
without eliminating human
connections
Ensure a strong online and
virtual presence, with a
focus on personal and
digital wellbeing
Simplify and streamline
solutions across all aspects
of consumers’ lives to give
them more time to do what
they love and want to do,
not what they have to
Make products and services
accessible to the many with
alternative business models
and varying price points
Re-engage consumers with
fun and excitement,
encourage them to get
back to their old selves in
new ways
In today's reality, business and consumers
need to move through uncertain times
together. Companies should be partners,
helping and supporting consumers,
communicating their value clearly to remain
relevant to consumers’ spending.
The past few years have been anything but
ordinary and 2023 will be no exception.
Companies should expect quite divergent
behaviour as consumers cope with ongoing
challenges while getting back in their stride.
How do companies respond to consumers in 2023?
OUTLOOK

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70
Euromonitor International’s Top 10 Global Consumer Trends 2023
OUTLOOK

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Identify and prioritise
trends for your
industry and your
organisation
Assess the impact of
each of the trends on
your category
Develop an innovation
pipeline balancing
immediate and long-
term opportunities
Build a consumer-
centric innovation
culture by monitoring
trends over time
Traditional market analysis helps identify white space and pockets of growth, but by also taking a consumer needs-focused approach,
business can expand existing portfolios in adjacencies, identify new consumer groups and focus future innovation to stay relevant and grow.
There are four key steps to incorporating consumer trend analysis into strategy planning and innovation pipeline, starting with prioritising
the trends the company can best appeal to. Then a thorough analysis of the trends is needed to examine how they are reshaping the
categories and markets the company plays in and finding examples of how other brands are addressing the consumer needs. This insight
enables companies to identify opportunities the trend represents from low-hanging fruit that existing portfolios and capabilities can
capitalise on with limited investment to the long-term opportunities that require further exploration but makes the innovation pipeline
future-proof. Finally, consumer trend analysis is not a one-time snapshot. Trends evolve over time, so businesses must continue to monitor
the shifts to ensure they remain relevant.
Four key steps to successfully incorporating consumer trend analysis into strategy planning
TOP 10 GLOBAL CONSUMER TRENDS 2023

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Euromonitor International’s annual top 10 global consumer trends are identified through a team effort:
 We make the most of our broad and international coverage in 100 countries across the world, from industry market analysis to
quantitative global consumer surveys
 We prompt our analysts and poll our expert teams for insights
 We build a database of emerging trends and mine our trade interviews
 Then we take those collective insights into dynamic ideation workshops and drill down collectively to pinpoint emerging short-term
trends, develop the narrative and identify case studies
 This year, we worked digitally across our global offices, drawing voices from research and sales. Senior leaders facilitated the breakouts
and led discussions to rank the trends
 Thanks to our global analysts who participated in the ideation workshops to refine and identify our 2023 trends, to the experts who
tested each trend and especially to the writing team
Please note: all survey and market size data in this report are global unless otherwise stated.
Methodology

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For Further Insight please contact
Other contributors:
gina_westbrook@euromonitor.com
Alison Angus
Head of Practice - Innovation
alison.angus@euromonitor.com
www.linkedin.com/in/alison-angus
https://twitter.com/Emi_AliAngus
Gina Westbrook
Director of Consumer Trends
Amna Abbas; Anne Scott Livingston; David Mackinson; Diego Borjas; Herbert Yum; Karolina Grigorijevaite; Kristina Balciauskaite; Nina Valenti; Pinar Inan;
Sahiba Puri; Stephen Dutton; Zora Milenkovic

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Experience More
This research from Euromonitor International is part of a global strategic intelligence system that offers a complete picture of the commercial
environment. Also available from Euromonitor International:
Industry
Industry reports are updated annually and provide internationally comparable statistics on a wide range of consumer goods, services
and industrial markets.
Country
Internationally cross-comparable data covers more than 210 national markets, with continuous updates providing in-depth strategic
analysis of the competitive landscape and current market trends
Company
Strategic analysis of the world’s largest companies and their activities derived from a global country by country research program.
Economic
The world's most comprehensive market research and in-depth data and analysis on national economic performance and market sizes.
Consumer
The world's most comprehensive market research and in-depth data and analysis on consumer market behaviour.

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