Diageo's Global Trends Report Predicts Consumer Shifts in 2025

Diageo's Global Trends report reveals five key consumer trends for 2023: neo-hedonism, conscious wellbeing, expanding reality, collective belonging, and enhancement brands. The report predicts a rise in trends such as "zebra striping" (alternating between alcoholic and non-alcoholic beverages), unique products and experiences, AI integration, and deep connections in online and offline communities. The study analyzed over 160 million online conversations worldwide.

Introduction:
Diageo, the renowned beverage company behind iconic brands like Smirnoff, Gordon's, and Guinness, has recently released its inaugural global consumer trends report, "Distilled." This comprehensive study provides valuable insights into the top trends driving consumer conversations worldwide. In this article, we will delve into the five key trends identified in the report, including neo-hedonism, conscious wellbeing, expanding reality, collective belonging, and betterment brands.

1. Neo-Hedonism:
The rise of neo-hedonism represents a significant shift in consumer behavior. People are increasingly seeking innovative ways to experience pleasure in their daily lives, moving away from the traditional pursuit of wealth and material possessions. This trend has gained momentum in recent years, with a 39% increase in global discussions. Brands looking to capitalize on this trend should focus on offering unique and meaningful experiences to their customers.

2. Conscious Wellbeing:
Consumers are redefining their understanding of health and happiness, adopting a more holistic approach to wellbeing. The report found over 2.7 million discussions globally on self-love, highlighting the growing importance of mental health. Additionally, consumers are becoming more eco-conscious, with a 44% increase in discussions around sustainable and ethical purchasing decisions. Brands that prioritize consumer wellbeing and sustainability are likely to resonate with this trend.

3. Expanding Reality:
Technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) are transforming the way consumers perceive and interact with reality. Conversations around these technologies have risen by 94%, with a particular focus on AI-enabled relationships. Brands should explore how these technologies can be integrated into their marketing strategies to enhance the consumer experience.

4. Collective Belonging:
In a world increasingly divided by differences, consumers are seeking real and virtual spaces that embrace unity, acceptance, and foster a sense of belonging. The report identified 28.7 million mentions of this trend globally, with a 41% increase in discussions around championing diversity and inclusion. Brands that prioritize inclusivity and create opportunities for consumers to connect with like-minded individuals are likely to benefit from this trend.

5. Betterment Brands:
Consumers are becoming more conscious of the environmental and social impact of their choices, leading to a growing demand for betterment brands. Brands that prioritize sustainability, ethical practices, and transparency are likely to resonate with this trend. The report found that consumers are increasingly seeking ways to align their purchasing decisions with their values, with a 44% increase in discussions around eco-consciousness.

Conclusion:
Diageo's "Distilled" report offers valuable insights into the five key consumer trends shaping 2023. Brands looking to stay ahead of the curve and connect with their customers should consider these trends when developing their marketing strategies. By focusing on unique experiences, consumer wellbeing, expanding reality, collective belonging, and betterment, brands can position themselves for success in the ever-evolving consumer landscape.

[1] Diageo. (2023, December 13). Diageo Launches Inaugural Global Consumer Trends Report - Distilled. Retrieved January 12, 2023, from https://www.diageo.com/en/news-and-media/press-releases/2023/diageo-launches-inaugural-global-consumer-trends-report-distilled