Summary
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.
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