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Trends Subcategories Consumer Behavior

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • BNPL Fuels eCommerce Spending
    • Navigating Global Uncertainty
    • Values-Driven Consumption
    • eCommerce
    • Finance
    • Retail
    • Business & Commerce
    • Consumer Attitudes
    • Finance & Money

    Gen Z's increasing reliance on 'Buy Now, Pay Later' services reflects a complex relationship with financial literacy and eCommerce.

    PION: Youth trends report 2024
    BNPL Fuels eCommerce Spending
    Gen Z's increasing reliance on 'Buy Now, Pay Later' services reflects a complex relationship with financial literacy and eCommerce.
    Impact Areas eCommerce, Finance, Retail
    Themes Navigating Global Uncertainty, Values-Driven Consumption
    Categories Business & Commerce, Consumer Attitudes, Finance & Money
  • Nostalgia Drives Gen Z Trends
    • Navigating Global Uncertainty
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Entertainment
    • Fashion
    • Media
    • Retail
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Gen Z's affinity for nostalgia manifests in their media consumption, fashion choices, and hobbies, reflecting a desire for comfort and stability.

    PION: Youth trends report 2024
    Nostalgia Drives Gen Z Trends
    Gen Z's affinity for nostalgia manifests in their media consumption, fashion choices, and hobbies, reflecting a desire for comfort and stability.
    Impact Areas Entertainment, Fashion, Media, Retail
    Themes Navigating Global Uncertainty, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Gen Z Activism Evolves
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand marketing
    • Politics
    • Social Activism
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Gen Z's approach to social issues is complex and nuanced, prioritizing action and impact over ideological labels.

    PION: Youth trends report 2024
    Gen Z Activism Evolves
    Gen Z's approach to social issues is complex and nuanced, prioritizing action and impact over ideological labels.
    Impact Areas Brand marketing, Politics, Social Activism
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Human-Centered PR
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Audience Engagement
    • Brand Building
    • Public perception
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    PR is shifting towards genuine audience connection through authenticity, diversity, and personalized engagement.

    PR Lab: Public relations trends...
    Human-Centered PR
    PR is shifting towards genuine audience connection through authenticity, diversity, and personalized engagement.
    Impact Areas Audience Engagement, Brand Building, Public perception
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Generative AI Gains Traction
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Content creation
    • Education
    • Information Access
    • Work
    • Consumer Attitudes
    • Data & Privacy
    • Emerging Technology

    Generative AI tools, particularly ChatGPT, saw increased usage, but user trust in the reliability of information remains a key concern.

    OFCOM: Online nation 2024
    Generative AI Gains Traction
    Generative AI tools, particularly ChatGPT, saw increased usage, but user trust in the reliability of information remains a key concern.
    Impact Areas Content creation, Education, Information Access, Work
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme
    Categories Consumer Attitudes, Data & Privacy, Emerging Technology
  • Declining Trust in Online Benefits
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Digital Literacy
    • Mental Wellbeing
    • Social Interactions
    • Consumer Attitudes
    • Digital Platforms

    While internet usage remains high, trust in its societal benefits and the balance between online and offline lives is declining, particularly among younger demographics.

    OFCOM: Online nation 2024
    Declining Trust in Online Benefits
    While internet usage remains high, trust in its societal benefits and the balance between online and offline lives is declining, particularly among younger demographics.
    Impact Areas Digital Literacy, Mental Wellbeing, Social Interactions
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Consumer Attitudes, Digital Platforms
  • Mobile-First Internet Access
    • Experiences Over Material Goods
    • The Blurring of Physical and Digital Realities
    • App Development
    • Content Consumption
    • Mobile Commerce
    • Consumer Attitudes
    • Digital Platforms

    Smartphones continue to dominate internet usage, accounting for three-quarters of online time, with increasing app usage among adults 25+.

    OFCOM: Online nation 2024
    Mobile-First Internet Access
    Smartphones continue to dominate internet usage, accounting for three-quarters of online time, with increasing app usage among adults 25+.
    Impact Areas App Development, Content Consumption, Mobile Commerce
    Themes Experiences Over Material Goods, The Blurring of Physical and Digital Realities
    Categories Consumer Attitudes, Digital Platforms
  • Shifting Social Media Landscape
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Content creation
    • Influencer marketing
    • Social Media Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.

    OFCOM: Online nation 2024
    Shifting Social Media Landscape
    While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.
    Impact Areas Content creation, Influencer marketing, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • GLP-1 Drug Support
    • Authenticity and Transparency Reign Supreme
    • Values-Driven Consumption
    • Food & Beverage
    • Healthcare
    • Pharmaceutical
    • Consumer Attitudes
    • Food & Drink
    • Health & Wellness

    The rise of GLP-1 drugs for weight management is creating new needs and opportunities for the food and beverage industry, focusing on nutritional density and portion control.

    Nourish: 2025 food agriculture trend...
    GLP-1 Drug Support
    The rise of GLP-1 drugs for weight management is creating new needs and opportunities for the food and beverage industry, focusing on nutritional density and…
    Impact Areas Food & Beverage, Healthcare, Pharmaceutical
    Themes Authenticity and Transparency Reign Supreme, Values-Driven Consumption
    Categories Consumer Attitudes, Food & Drink, Health & Wellness
  • Enhanced Hydration 2.0
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Beverages
    • Consumer Products
    • Wellness
    • Consumer Attitudes
    • Food & Drink
    • Health & Wellness

    Consumers are seeking more than just basic hydration, demanding functional and flavorful enhancements in their water and other beverages.

    Nourish: 2025 food agriculture trend...
    Enhanced Hydration 2.0
    Consumers are seeking more than just basic hydration, demanding functional and flavorful enhancements in their water and other beverages.
    Impact Areas Beverages, Consumer Products, Wellness
    Themes Experiences Over Material Goods, The Power of Community and Connection, Values-Driven Consumption
    Categories Consumer Attitudes, Food & Drink, Health & Wellness
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