Euromonitor’s annual report reveals consumers’ evolving values, and within the top five two are directly relevant to sustainability as the environment continues to be a major concern.

Top Global Consumer Trends 2024 reports that greenwashing is a growing issue, and as consumers are attempting to live more sustainably, they are increasingly questioning whether companies and governments are fully utilising available resources to create a meaningful impact.

Currently 52 per cent of consumers say that they have only bought from companies or brands that they completely trust.

However, there is also growth in polarisation, with political and social issues at the core of personal identities. These belief systems influence perspectives, values and attitudes. Consumers will not refrain from expressing their convictions. As such, perceived social responsibility, political affiliation and sustainability initiatives will motivate spending.

Alison Angus, Head of Innovation at Euromonitor International, said: “Consumer preferences are closely linked to the sustainability agenda, technological progress and the impact of sociopolitical issues. Companies should handle sensitive subjects with caution while staying true to their brand's core values.”

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