12/13/2023 | Press release | Distributed by Public on 12/13/2023 03:40
London, 13 December 2023: Diageo, maker of Smirnoff, Gordon's, and Guinness, has today launched a global report offering insight into consumer trends around the world. Combining in-depth quantitative analysis from the past two years with expert foresights into next year's consumer behaviours, 'Distilled: A Diageo Foresight Report' provides essential reading to brands, regardless of region or industry, wanting to understand current consumer attitudes how to navigate their future.
The report has uncovered five global trends that are shaping consumer behaviour. These are:
Distilled has been created by Diageo's 'Foresight System', a digital tool developed by Diageo and its data and insight partners that monitors and tracks global conversations from web sources and social media platforms. This included conversations in English, Chinese Mandarin and Spanish across social media, YouTube, television, online forums, and digital media.
The report also offers Diageo's foresights for global consumer behaviours in 2024. This includes a shift towards more mindful approaches to adventure, the increased popularity of fully customisable products, and rise of more immersive learning experiences. For more foresights, visit the report.2
Mark Sandys, Chief Innovation Officer at Diageo, commented: "To be entrepreneurial in mindset and action, brands mustn't be afraid to look beyond their own walls. The trends showcased in 'Distilled' underline the need for brands to embrace change, reimagine strategies, and stay agile in responding to evolving consumer needs, presenting itself as an essential tool for brands planning future innovation"
Giles Hedger, Global Consumer Planning Director at Diageo, commented:"Socialising is the wider behavioural 'category' that drives Total Beverage Alcohol consumption - it's the fuel that powers the engine. At Diageo, our ambition is to understand socialising better than any company on Earth, and to do so we need to understand the forces that are shaping it. Our Foresight System allows us to detect and track long-term consumer shifts and approach our marketing and innovation with that mindset, and we're thrilled to be sharing some of these insights."