Predictions Report

Predictions 2024: Consumer

Consumers Embrace Calm After The Revenge Spending Storm

October 25th, 2023
With contributors:


As spending plateaus after years of volatility, consumers will calm not only their spending but also their anxiety — prioritizing their mental health. The impulsive habits of recent years will persist, particularly with Gen Zers. Consumers’ sensitivity to brand values will create turbulence given a perfect storm of the Paris Summer Olympics, UK general election, and US presidential election — not to mention Trump’s court trials and the Biden impeachment inquiry. As a result, companies will try a delicate dance to separate their “brand purpose” from politics. Amid this, skeptical consumers will publicly eschew generative AI but unknowingly embrace it. This report details Forrester’s 2024 consumer predictions.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($795).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.