The year has already begun, when several trend reports from different houses and institutes have already been launched and in this context, I bring here my selection and curation of the 10 main behaviors that will guide brands and businesses in the year 2024.
1. Personalization becomes extreme
“Off the shelf” products, content and campaigns no longer work. Personalization will continue to evolve, especially with Artificial Intelligence (AI) and data analytics enabling highly specific communications. With this, we now have extreme personalization, made especially for you, at your time and place. Consumers expect content that speaks to their individual needs and desires. Wonderful challenge for product and communication teams who have seen their work radically change with this behavior.
2. Artificial intelligence as the tool for personalization and automation
Artificial Intelligence continues with everything and remains a very important tool for customizing on large scales and segmenting into niches. It is increasingly sophisticated and brings more advanced data analysis to decision making. Routine work can be helped by AI to dedicate time to the correct prompt and the use of critical thinking and creativity. In this context, we also have a consumer who does not accept messages and experiences that are not 100% fluid. Here’s a tip.
3. Let’s listen to increasingly niche podcasts
Speaking of segmentation and customization, the last two years have represented a boom in the world of podcasts and the year 2024 will serve as an important moment for the realization of audio content. More than that, the videocast concept will strengthen, with niche content, focusing on the specific demands of each segment and target audience. I love it and I’ve already included it in my routine, whether it’s commuting time, hiking or going to the gym. Great opportunity for communicating brands and services to speak to very specific audiences.
4. Digital detox becomes recurrent and for everyone
We already often see content creators and influencers in moments of “digital detox”, but now, this behavior is becoming more massive, due to the benefits that a few days away from screens and connections generate.
5. Brands embracing causes and social responsibility remain imperative
The search for brands with purpose and that have well-defined causes will continue to grow. Consumers expect companies to demonstrate commitment to social and environmental causes and solve problems in our society, with a leading stance in this regard. It’s not enough to have a cool brand, a high quality product, consumers demand more. Brands that incorporate social responsibility into their strategy will have a significant competitive advantage.
6. Longevity begins to be something more recurring and achievable
Advances in the area of health, preventive medicine, better quality of food, the importance of exercise and your well-being open an avenue for us to achieve a longer life. Reaching 100 years old becomes a possibility, something possible to achieve and shows a path for brands and services that operate in these segments. For inspiration, it’s worth watching the Netflix series: Living to 100 years old – the secret of the blue zones.
7. Data protection and privacy: not everything can.
Increased regulations against big technology companies to protect people’s data and privacy online are becoming more intense. Benefits for consumers who become less vulnerable.
8. After influence, “disinfluence” gains strength.
Tired of hearing what to buy and why, many consumers feel a lack of authenticity and also humility in brands’ speech. These were the essential points that gave rise to a “disinfluence” trend, where influencers and content creators tell their followers the reasons why they shouldn’t buy a product or service, and what they should buy or do instead.
9. Ultra-rational consumer
The mix of purchasing channels has made it easier for consumers to research, compare prices, sizes, availability and brands, among other attributes. They can easily read reviews, see how products are made and how services are performed. This behavior, combined with economic recessions, means we have an ultra-rational consumer, much more analytical, which makes impulse purchases much more difficult to happen. He has the information as his buying guide.
10. Micro community, very engaged
Communities have been talking about the powerful influence that a good connection and engagement can generate through a well-built community for a long time. What changes now is that they become, just as I said about podcasts, even more specific, niched, with an even greater and more frequent connection. As if you were in your best friends’ WhatsApp group. Some differences are that they often become paid, generating sources of income for content creators, in addition to advertising.
*Ana Paula Krainer is a Marketing Executive and Partner of the World of Marketing