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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
Consumers now expect that brands speak directly to their individual preferences. That old one-size-fits-all approach is about as appealing as dial-up internet, and personalisation drives better connections. Upgrading how a brand addresses each shopper isn’t simply a gimmick: research shows 80% of people are more likely to buy from businesses that adapt to their unique interests. Another 62% walk away if they sense a lack of genuine, customised care.
AI is accelerating these possibilities, sifting through data to deliver relevant product recommendations or marketing messages that actually click. The payoff? Shoppers feel seen and heard, and brands enjoy stronger loyalty plus better revenue. Personalised services may require more legwork behind the scenes, yet the result is a smooth, meaningful interaction that keeps customers coming back for more. That’s good news.
Consumers now expect that brands speak directly to their individual preferences. That old one-size-fits-all approach is about as appealing as dial-up internet, and personalisation drives better connections. Upgrading how a brand addresses each shopper isn’t simply a gimmick: research shows 80% of people are more likely to buy from businesses that adapt to their unique interests. Another 62% walk away if they sense a lack of genuine, customised care.
AI is accelerating these possibilities, sifting through data to deliver relevant product recommendations or marketing messages that actually click. The payoff? Shoppers feel seen and heard, and brands enjoy stronger loyalty plus better revenue. Personalised services may require more legwork behind the scenes, yet the result is a smooth, meaningful interaction that keeps customers coming back for more. That’s good news.
2. Consumers want an immersive experience
Modern buyers look for ways to test and connect with products before committing. Emerging tools, including Augmented Reality (AR) and Virtual Reality (VR), make that possible by recreating real-life settings on screens. It’s no longer just about flipping through images; shoppers can see how a lipstick shade complements their look or whether a new sofa matches the living room decor.
L’Oréal’s online try-on feature highlights this well: users who tested it were 2.6 times more likely to complete a purchase. That’s hardly surprising when individuals see an item in context, they’re more confident. These digital experiences break the barrier of distance, enabling a satisfying sense of ‘try before you buy.’ Through interactive tech, brands can stand out and keep buyers interested long enough to spark a genuine desire for a product.
Modern buyers look for ways to test and connect with products before committing. Emerging tools, including Augmented Reality (AR) and Virtual Reality (VR), make that possible by recreating real-life settings on screens. It’s no longer just about flipping through images; shoppers can see how a lipstick shade complements their look or whether a new sofa matches the living room decor.
L’Oréal’s online try-on feature highlights this well: users who tested it were 2.6 times more likely to complete a purchase. That’s hardly surprising when individuals see an item in context, they’re more confident. These digital experiences break the barrier of distance, enabling a satisfying sense of ‘try before you buy.’ Through interactive tech, brands can stand out and keep buyers interested long enough to spark a genuine desire for a product.
3. Demand for different payment methods
Shoppers have grown fond of payment choices that fit their schedules and budgets. It’s no surprise that credit cards and digital wallets frequently replace old-fashioned cash, particularly among younger crowds seeking quick checkouts. At the same time, buy-now-pay-later (BNPL) services offer a handy way to spread out bigger purchases, often with zero interest. Industry analysts predict BNPL could expand by around $450 billion by 2026, signalling widespread interest in flexible options. The reasoning is clear: people want the freedom to buy items without straining their finances all at once.
Businesses that embrace these methods can potentially attract a broader audience, since more customers can afford to commit right away. By catering to varied payment styles, brands build trust and reduce the chance of abandoned carts at checkout. This helps retention.
Shoppers have grown fond of payment choices that fit their schedules and budgets. It’s no surprise that credit cards and digital wallets frequently replace old-fashioned cash, particularly among younger crowds seeking quick checkouts. At the same time, buy-now-pay-later (BNPL) services offer a handy way to spread out bigger purchases, often with zero interest. Industry analysts predict BNPL could expand by around $450 billion by 2026, signalling widespread interest in flexible options. The reasoning is clear: people want the freedom to buy items without straining their finances all at once.
Businesses that embrace these methods can potentially attract a broader audience, since more customers can afford to commit right away. By catering to varied payment styles, brands build trust and reduce the chance of abandoned carts at checkout. This helps retention.
4. Sustainability has become a whole trend
Shoppers are increasingly calling for environmentally conscious approaches, prompting brands to step up. From biodegradable packaging to responsible manufacturing, every step can shape public opinion. Sales of goods advertised as eco-friendly climbed 36% faster than rivals between 2018 and 2022, indicating growing interest.
Meanwhile, 66% of buyers in 2023 claim they’ve already changed allegiance to companies they view as respectful of our planet. This goes beyond catchy slogans: people expect real moves such as reduced carbon footprints or transparent sourcing. Cutting corners here risks a negative reputation and lost loyalty.
On the flip side, aligning with greener methods not only supports long-term goals but can also boost credibility. Meeting these standards means investing in cleaner processes and materials, showing customers that profit doesn’t have to come at the planet’s expense.
Shoppers are increasingly calling for environmentally conscious approaches, prompting brands to step up. From biodegradable packaging to responsible manufacturing, every step can shape public opinion. Sales of goods advertised as eco-friendly climbed 36% faster than rivals between 2018 and 2022, indicating growing interest.
Meanwhile, 66% of buyers in 2023 claim they’ve already changed allegiance to companies they view as respectful of our planet. This goes beyond catchy slogans: people expect real moves such as reduced carbon footprints or transparent sourcing. Cutting corners here risks a negative reputation and lost loyalty.
On the flip side, aligning with greener methods not only supports long-term goals but can also boost credibility. Meeting these standards means investing in cleaner processes and materials, showing customers that profit doesn’t have to come at the planet’s expense.
5. The rise of social commerce
Social platforms have shifted from chatting hubs to full-fledged shopping arenas, allowing users to pick up items without clicking away to external sites. In some industries, these channels outperform classic e-commerce, thanks to instant peer feedback and easy sharing.
User-generated content weighs heavily in this success: casual reviews and real-life demos resonate more than polished ads. When an influencer showcases a product on a live stream, viewers get a clear demonstration, and trust builds quickly. Studies show content from everyday individuals can carry 9.8 times more influence than traditional celebrity endorsements.
Brands tapping into this space often see higher visibility, boosted sales, and stronger community ties. By weaving social shopping into their broader approach, companies can meet consumers where they already spend large chunks of their time. That spurs loyalty.
Social platforms have shifted from chatting hubs to full-fledged shopping arenas, allowing users to pick up items without clicking away to external sites. In some industries, these channels outperform classic e-commerce, thanks to instant peer feedback and easy sharing.
User-generated content weighs heavily in this success: casual reviews and real-life demos resonate more than polished ads. When an influencer showcases a product on a live stream, viewers get a clear demonstration, and trust builds quickly. Studies show content from everyday individuals can carry 9.8 times more influence than traditional celebrity endorsements.
Brands tapping into this space often see higher visibility, boosted sales, and stronger community ties. By weaving social shopping into their broader approach, companies can meet consumers where they already spend large chunks of their time. That spurs loyalty.
6. Businesses need to be mindful of consumer ethical values
Shoppers are increasingly vocal about a brand’s moral direction and want companies to back up bold statements with genuine action. A reported 64% claim they carefully assess whether brands align with their personal convictions. It doesn’t end there: about 94% remain loyal when a business shows honest commitment to social or political causes. This trend underscores the power of transparency. If an organisation claims to champion fair labour or charitable initiatives, people expect real proof.
Anything less can lead to lost trust, public backlash, or outright boycotts. In response, some companies are choosing to be frank about their supply chains, philanthropic work, and corporate policies. It can be challenging to address these demands, yet taking a clear stance can reinforce customer bonds in a fiercely competitive marketplace and it’s worth it.
Shoppers are increasingly vocal about a brand’s moral direction and want companies to back up bold statements with genuine action. A reported 64% claim they carefully assess whether brands align with their personal convictions. It doesn’t end there: about 94% remain loyal when a business shows honest commitment to social or political causes. This trend underscores the power of transparency. If an organisation claims to champion fair labour or charitable initiatives, people expect real proof.
Anything less can lead to lost trust, public backlash, or outright boycotts. In response, some companies are choosing to be frank about their supply chains, philanthropic work, and corporate policies. It can be challenging to address these demands, yet taking a clear stance can reinforce customer bonds in a fiercely competitive marketplace and it’s worth it.
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?
Businesses handle privacy by asking for permission before gathering data, securing it with robust technology, and being honest about usage. Transparency builds trust, while encryption and protective measures block unwanted eyes from snooping around sensitive information.
How does data analytics help to understand the changing consumer behaviour?
Data analytics pinpoints rising trends and spots quirks in user behaviour, giving companies real evidence for shifting strategies. When patterns are clear, businesses can refine products, messaging, or campaigns to stay relevant, rather than guess which direction consumers might head.
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?
Businesses handle privacy by asking for permission before gathering data, securing it with robust technology, and being honest about usage. Transparency builds trust, while encryption and protective measures block unwanted eyes from snooping around sensitive information.
How does data analytics help to understand the changing consumer behaviour?
Data analytics pinpoints rising trends and spots quirks in user behaviour, giving companies real evidence for shifting strategies. When patterns are clear, businesses can refine products, messaging, or campaigns to stay relevant, rather than guess which direction consumers might head.
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
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
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New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
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Click to copy
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Copyright © 2024 FOR®