Diageo: wellbeing and technology among top trends

Smirnoff owner Diageo has revealed its first Distilled: A Diageo Foresight Report, which uncovers what consumers around the world have been prioritising over the past two years.

The report was created from data taken from the company’s ‘foresight system’, which monitors and tracks conversations sourced from various digital platforms such as social media and online forums.

As well as revealing past conversation trends, the report also provides insight into next year’s consumer behaviours.

For the inaugural Distilled report, Diageo explored five trends that have been shaping conversations within consumers.

The first was ‘Neo Hedonism’, which identified that consumers are starting to show a preference for meaning and unique experiences over wealthy gifts, while also re-evaluating how they spend their money.

The next one was ‘Betterment Brands’, which entailed that consumers are also becoming more eco-conscious and are showing more care towards the brands they choose – seeking ways to align their purchases with their social and environmental values.

‘Conscious Wellbeing’ is also cited as a hot topic, with the report citing 27 million discussions were had, globally, about self-love.

‘Expanding Reality’, i.e technology such as artificial intelligence, virtual reality and augmented realisty, was another fast growing trend in the conversation realm – rising by 94%.

The most discussed trend, however, was ‘Collective Belonging’, with 28.7 million mentions of the topic globally. This revealed consumers are ‘seeking real and virtual spaces that embrace unity, acceptance, and allow them to engage with like-minded individuals’. In addition, there was also a 42% increase in conversations around championing inclusive cultures.

Mark Sandys, chief innovation officer at Diageo, said: “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.”

2024 consumer trends

The report also had insight into what to expect from global consumer behaviours in 2024, with mindful approaches to adventure, customisable products, and immersive learning experiences, all noted as potential key trends.

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.”

Earlier this month, Diageo launched campaigns centred around accessibility and inclusion, spotlighted by its brands J&B and Smirnoff.