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As we embrace the exciting marketing opportunities that come with the new year, we also recognise the importance of businesses in hospitality, retail, and e-commerce staying attuned to the ever-changing landscape of consumer behaviour.

Team Tempt delves into the top consumer trends that are set to shape marketing and PR strategies in 2024, giving valuable insights for businesses, both large and small, about what’s ahead…

Purpose-driven branding

People are increasingly drawn to brands with a clear sense of purpose and commitment to social and environmental causes. For example, Lush excels as they are consistently known for their commitment to using natural, cruelty-free ingredients and reducing packaging waste. John Lewis, on the other hand, are most known for their employee ownership and efforts towards corporate responsibility. In a similar realm, Burt’s Bees is known for its natural ingredients and commitment to sustainability.

Aligning your brand with a meaningful mission and showcasing your ethical practices can enhance reputation and can also support with building a loyal customer base.

Localised and geo-targeted campaigns

Geo-targeting allows brands to deliver relevant content, based on a user’s location. This trend is particularly impactful for local businesses, such as hotels, restaurants, and local events. This means crafting marketing and PR campaigns that resonate with the specific needs and preferences of your local audience, tying in with content that only this audience might ‘get’. This is valuable for building a strong connection within your community.

Hyper-personalisation in marketing

Consumers (ourselves included) expect more than just a one-size-fits-all approach. Hyper-personalisation involves tailoring marketing messages, offers, and experiences to the individual preferences and behaviours of your target audience. Where possible, utilise data analytics or simply take time to understand your customers on a deeper level. This will ensure your marketing messages resonate with them on a personal level.

AI-powered customer experiences

Technology is smarter than ever before. Artificial intelligence is reshaping the way businesses interact with their customers. It speeds up marketing and communication processes and allows brands to churn out content and conversations quickly. These technologies not only streamline operations but also contribute to a more customer-centric approach, giving the customer what they’re looking for, almost immediately.

Voice search

As voice search and mobile devices become more prevalent through the likes of Alexa, Siri and Google Assistant, the importance of zero-click searches and featured snippets cannot be overstated. Brands are increasingly optimising their online content for voice search by incorporating natural language into content that mimics how users speak in everyday conversations, all with the aim of increasing visibility and attracting users seeking quick, concise information.

Transparency and authenticity

Consumers today value transparency and authenticity from the brands they support. This is particularly true in the instant world of social media; seeing brands being open, honest and ‘real’ on their feed gets much more of a reaction than something overly ‘corporate’. Genuine communication helps build trust with audiences, contributing to a positive brand image and a more favourable public perception. We love seeing this openness mixed with humour, which is something the likes of Innocent, Ryan Air, and Surreal know how to do right.

Immersive content marketing

Engaging storytelling and immersive content are both gaining traction. Leverage multimedia content, such as virtual events, 360-degree videos, and interactive experiences, to captivate your audience. Immersive content not only enhances your brand narrative but also encourages audience participation and sharing.

Social responsibility

Environmental, Social, and Governance (ESG) considerations are increasingly influencing consumers’ and brands’ decisions. Brands that showcase their commitment to sustainability, social responsibility, and ethical business practices are likely to resonate with conscious consumers. Communicating these decisions through social media, digital and influencer campaigns seems to be more prevalent than ever.

In the dynamic world of consumer trends, adaptability is key. By incorporating these insights into your marketing and PR strategies, you’ll be well-positioned to navigate the evolving landscape of consumer behaviour in 2024. We recommend keeping your fingers on the pulse, embracing innovation, and showcasing the authentic values that make your brand unique.

Enjoyed reading this blog? How about checking out, The Power Of Agencies, Driving Business Success Through Marketing, Social Media and PR. 

Tempt is a marketing & PR agency in Manchester. We continually help various brands when it comes to brand, marketing, content and social media. Interested in finding out how we can help you, ping us a message!



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