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Consumer Behaviour
Sustainability
Shopping Trends
Digital Shopping
Customer Experience
Consumer Behaviour
Sustainability
Shopping Trends
Digital Shopping
Customer Experience
ARTICLE #57
6 key consumer behaviour trends for businesses in 2024
Consumer Behaviour
Sustainability
Shopping Trends
Digital Shopping
Customer Experience
Consumer Behaviour
Sustainability
Shopping Trends
Digital Shopping
Customer Experience
Written by:
3 min read
Updated on: July 15, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
With so much happening around us, it’s only logical to ask if consumer behaviour has taken a new direction. Short answer: absolutely. The ways people shop have shifted so drastically that the old methods now seem like they belong in a history book. Nowadays, a brand has to keep up with the latest ideas and digital possibilities to stay relevant.
A key trigger was COVID-19. Roughly 75% of consumers ventured into new shopping habits during that period, from online orders to remote working setups. What began as a short-term fix soon became the norm—most people can’t imagine a world without convenient home deliveries or flexible work options.
Beyond that, tech continues to reshape expectations at breakneck speed. If a company hopes to keep pace, it needs marketing strategies that mirror these modern preferences. Here are six standout trends defining 2024.
With so much happening around us, it’s only logical to ask if consumer behaviour has taken a new direction. Short answer: absolutely. The ways people shop have shifted so drastically that the old methods now seem like they belong in a history book. Nowadays, a brand has to keep up with the latest ideas and digital possibilities to stay relevant.
A key trigger was COVID-19. Roughly 75% of consumers ventured into new shopping habits during that period, from online orders to remote working setups. What began as a short-term fix soon became the norm—most people can’t imagine a world without convenient home deliveries or flexible work options.
Beyond that, tech continues to reshape expectations at breakneck speed. If a company hopes to keep pace, it needs marketing strategies that mirror these modern preferences. Here are six standout trends defining 2024.
1. The consumer wants personalised services
1. The consumer wants personalised services
Buyers today expect a made-for-me feel from their favourite brands—whether they’re browsing apps or stepping into a physical store. Personalised services mean each step, from product development to final delivery, aligns with individual preferences.
Of course, AI personalisation is accelerating this shift. Plenty of companies are crunching user data to create bespoke recommendations and experiences. Research suggests 80% of consumers are more inclined to purchase from brands that offer a personalised touch. Meanwhile, 62% of consumers say they’ll walk away from a company that fails to provide customised interactions. It’s a win-win if done right: shoppers get exactly what they want, and businesses see revenue climb.
Buyers today expect a made-for-me feel from their favourite brands—whether they’re browsing apps or stepping into a physical store. Personalised services mean each step, from product development to final delivery, aligns with individual preferences.
Of course, AI personalisation is accelerating this shift. Plenty of companies are crunching user data to create bespoke recommendations and experiences. Research suggests 80% of consumers are more inclined to purchase from brands that offer a personalised touch. Meanwhile, 62% of consumers say they’ll walk away from a company that fails to provide customised interactions. It’s a win-win if done right: shoppers get exactly what they want, and businesses see revenue climb.
2. Consumers want an immersive experience
Shoppers crave experiences they can see and feel, even from the comfort of home. Augmented Reality (AR) and Virtual Reality (VR) deliver that by letting them check how a lipstick shade suits them or whether a new sofa fits in their lounge.
L’Oréal, for example, shows that users of its online try-on feature are 2.6 times more likely to make a purchase.
Shoppers crave experiences they can see and feel, even from the comfort of home. Augmented Reality (AR) and Virtual Reality (VR) deliver that by letting them check how a lipstick shade suits them or whether a new sofa fits in their lounge.
L’Oréal, for example, shows that users of its online try-on feature are 2.6 times more likely to make a purchase.
3. Demand for different payment methods
Another rising trend is flexible ways to pay. Shoppers often find that card payments and online wallets are quicker, skipping the search for spare change. On top of that, buy-now-pay-later (BNPL) plans have taken off, letting consumers split a bigger purchase into smaller, often interest-free, portions. Experts project the BNPL market could grow by around $450 billion by 2026, reflecting how common these flexible options are becoming.
Another rising trend is flexible ways to pay. Shoppers often find that card payments and online wallets are quicker, skipping the search for spare change. On top of that, buy-now-pay-later (BNPL) plans have taken off, letting consumers split a bigger purchase into smaller, often interest-free, portions. Experts project the BNPL market could grow by around $450 billion by 2026, reflecting how common these flexible options are becoming.
4. Sustainability has become a whole trend
Many people now prioritise products and companies that look after the environment. This covers everything from eco-friendly packaging to greener manufacturing and disposal. Between 2018 and 2022, the sales of items that embraced sustainable practices grew 36% more than competing products.
It’s not just talk—66% of consumers in 2023 have already switched to brands they believe follow planet-friendly practices. Seeing this demand, more businesses are adopting sustainable strategies that don’t harm the environment or waste resources.
Many people now prioritise products and companies that look after the environment. This covers everything from eco-friendly packaging to greener manufacturing and disposal. Between 2018 and 2022, the sales of items that embraced sustainable practices grew 36% more than competing products.
It’s not just talk—66% of consumers in 2023 have already switched to brands they believe follow planet-friendly practices. Seeing this demand, more businesses are adopting sustainable strategies that don’t harm the environment or waste resources.
5. The rise of social commerce
Social media platforms have morphed into shopping hotspots. Users can buy products directly within an app instead of leaving to visit a separate site. This approach has become so popular that, in certain segments, social commerce sometimes outperforms classic e-commerce.
User-generated content plays a big part, too—people trust reviews from folks they follow. When an influencer shows a product in real-time, others see exactly how it works or looks. Research indicates that content made by everyday users can carry about 9.8 times more sway than regular influencer marketing. If companies are eager to keep up, they need to build social-driven strategies that align with these trends.
Social media platforms have morphed into shopping hotspots. Users can buy products directly within an app instead of leaving to visit a separate site. This approach has become so popular that, in certain segments, social commerce sometimes outperforms classic e-commerce.
User-generated content plays a big part, too—people trust reviews from folks they follow. When an influencer shows a product in real-time, others see exactly how it works or looks. Research indicates that content made by everyday users can carry about 9.8 times more sway than regular influencer marketing. If companies are eager to keep up, they need to build social-driven strategies that align with these trends.
6. Businesses need to be mindful of consumer ethical values
People are placing more weight on the moral stance of each business they buy from. Over 64% say they’re cautious about whether brands reflect their values. They also want transparency: if a company claims to care about social or political issues, consumers want proof. Around 94% remain faithful to brands that openly share their ethical positions.
Failing to meet these expectations can have serious consequences; consumers may boycott products if they view the brand’s stance as questionable. For companies, that means it’s wise to stand firmly on consistent principles—and make them known.
People are placing more weight on the moral stance of each business they buy from. Over 64% say they’re cautious about whether brands reflect their values. They also want transparency: if a company claims to care about social or political issues, consumers want proof. Around 94% remain faithful to brands that openly share their ethical positions.
Failing to meet these expectations can have serious consequences; consumers may boycott products if they view the brand’s stance as questionable. For companies, that means it’s wise to stand firmly on consistent principles—and make them known.
Frequently Asked Questions
In the changing customer behaviour trends, how can a small business survive?
Smaller businesses can keep up by tracking current market preferences, tailoring products or services to match what buyers want, and refining social media strategies. Staying adaptable is often the key to sustained growth.
How do businesses keep the privacy of consumers?
They can do so by asking for permission before collecting data, using advanced security systems to safeguard personal information, and being clear about how they use that data.
How does data analytics help to understand the changing consumer behaviour?
Data analytics provides concrete findings about which trends are on the rise. It also monitors user habits, guiding companies on how to adjust their offerings or marketing approach.
Final Words
Customer behaviour is moving at a fast clip, driven by digital shopping, home deliveries, and heightened wellness priorities. What started as a necessity during the pandemic—like staying in and letting the groceries come to you—has morphed into a genuine preference.
For any brand looking to flourish, the main takeaway is straightforward: pay close attention to what today’s buyers truly want, and build that into your products, marketing, and operations. Whether that means multiple ways to pay or a firm stance on ethical issues, staying in step with evolving expectations is your best bet. After all, in a world that loves both convenience and creativity, there’s no reason not to offer both.
Frequently Asked Questions
In the changing customer behaviour trends, how can a small business survive?
Smaller businesses can keep up by tracking current market preferences, tailoring products or services to match what buyers want, and refining social media strategies. Staying adaptable is often the key to sustained growth.
How do businesses keep the privacy of consumers?
They can do so by asking for permission before collecting data, using advanced security systems to safeguard personal information, and being clear about how they use that data.
How does data analytics help to understand the changing consumer behaviour?
Data analytics provides concrete findings about which trends are on the rise. It also monitors user habits, guiding companies on how to adjust their offerings or marketing approach.
Final Words
Customer behaviour is moving at a fast clip, driven by digital shopping, home deliveries, and heightened wellness priorities. What started as a necessity during the pandemic—like staying in and letting the groceries come to you—has morphed into a genuine preference.
For any brand looking to flourish, the main takeaway is straightforward: pay close attention to what today’s buyers truly want, and build that into your products, marketing, and operations. Whether that means multiple ways to pay or a firm stance on ethical issues, staying in step with evolving expectations is your best bet. After all, in a world that loves both convenience and creativity, there’s no reason not to offer both.
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Work with us
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