SINGAPORE — WGSN, the global authority on trend forecasting, has released the top trends in consumer behavior and product development for 2024 and beyond. Informed by WGSN’s unique methodology, the 13 trends reveal the future of tomorrow. A continued focus on sustainability and the circular economy is set to shape the consumer landscape, alongside the evolution of indoor spaces as the cost of living continues to rise.
Jess Tang, Senior Consultant of APAC at WGSN, stated, “Data shows some categories and industries in APAC are recovering faster than others, showing the market is picking itself back up. 2024 will see people continuing to seek excitement and sensorial stimulation, countering the feeling of future uncertainty. Designing a sense of discovery and immersion will be key, engaging all senses and capturing imagination of what’s to come. Despite the caution we are seeing in the market, we remain optimistic for the long-term prospects of APAC, as there is a lot of room for product innovation.”
Some key consumer insights to watch for in 2024 and beyond are:
- Thrift-dult – City dressing for a new generation, this trend fuses personal style and professional identity for a fresh, playful spin on nine-to-five dressing. Thrift finds of blazers, pinstripes, ties and ‘80s shoulder pads blend with reworked and twisted tailoring.
- Multi-Species Home – Multi-species homes respond to an emerging nontraditional family and are applicable across all generations, from Boomers and Gen X empty-nesters who adopt birds, cats and dogs, to Millennials and Gen Z who see their pets as children and their plants as companions.
- Meals as Drinks – As demand for more savory tastes and new sensorial experiences rises, mixologists are embracing bitterness, spice, and salinity, and using classic meal profiles for drink flavors with umami deliciousness. Make mine a Cold Pizza, or perhaps Thai Beef Salad.
- Biodegradable Denim – With more than 2 billion pairs of jeans created globally every year, it’s essential fashion waste can safely biodegrade in natural environments. Leading denim brands are tackling apparel waste with diverse solutions, such as biodegradable stretch denim.
- Auto-tainment – Seamless tech and smart assistants will bring the capabilities of the living room to cars, making them mobile third spaces offering immersive gaming and entertainment. Flexible configurations, lounge seating, and elevated materials will proliferate, alongside wellness-boosting olfactory and lighting effects.
- Social Learning – Social learning spaces combine collective experiences with education opportunities, and the popularity of bookstore-cafes in Asia reflects a growing appetite for such experiences. These institutions may replace the campus or office in an increasingly remote world, but speak to individuals’ passions, niche interests, and curiosities rather than their professions, helping them find like-minded communities.
- Plant Milking – As the need for alternative ingredient sourcing drives a revolution in sustainable beauty, plant milking will thrive. This non-destructive, aeroponic cultivation method extracts the active ingredients from the plant’s roots several times a year, maximizing yields and minimizing land and water use.
- Apricot Crush – WGSN’s Colour of the Year for 2024 is a psychological mood booster, a warm and restorative hue that reflects a growing focus on holistic lifestyles. A rebalancing bright with an activating vitamin-inspired tone, it’s an inspiring hue for uncertain times.
Earlier in October, WGSN marked its 25th anniversary as the company continues to revolutionize creative industries with access to content creation and foresight through its digital-first platform. WGSN’s pioneering approach to trend forecasting, providing curated global content and insights into local subcultures shaping consumer behaviors, has played a pivotal role in helping businesses connect with their audiences.
Developed using its proprietary methodology to identify the signals of change and evaluate, verify, and forecast trends, WGSN works with over 250 industry experts globally to map influencers, disruptors, and change-makers to deliver clear and specific action points. WGSN’s consumer sentiments are selected using WGSN’s unique STEPIC framework: examining changes in society, technology, the environment, politics, industry, and creativity to identify the macro forces that will drive the emotional sentiments in years to come.
