Understand the forces reshaping consumer decision-making and identify opportunities for growth in 2027.
Consumers across EMEA are navigating increasingly complex economic, technological and social changes. Traditional assumptions about how people discover, evaluate and purchase products are being challenged as consumers seek integrated solutions, turn to new sources of influence and expect brands to understand their individual needs.
Join Dan Takacs, Mintel’s Associate Principal of Trends in the EMEA region, as he explores the key themes from Mintel’s 2027 Global Consumer Predictions and what they mean for brands operating across EMEA markets.
You’ll gain practical insights into the major shifts shaping consumer behaviour, understand the opportunities they create and learn how to translate emerging trends into business growth.
What You Will Learn
- Why consumers are moving from purchasing standalone products to building interconnected systems of products, services and behaviours.
- How changing perceptions of trust and authority are creating new opportunities for brands to facilitate consumer decision-making.
- What the “Relevance Reset” means for marketing, innovation and customer engagement strategies.
- How category boundaries are becoming increasingly blurred and where new growth opportunities are emerging.
- Practical actions your brand can take to stay relevant and create value in an evolving consumer landscape.
Key Topics
Products to Systems
Consumers are increasingly focused on achieving outcomes rather than purchasing individual products. Brands that understand how their products fit within broader consumer systems can increase relevance, unlock new occasions for consideration and build stronger relationships with customers.
Authority Shifts
Trust is becoming more distributed across people, platforms, communities and institutions. Success will depend less on being the loudest voice and more on helping consumers connect with trusted sources that support their needs and decision-making.
The Relevance Reset
As AI becomes embedded into everyday life, brands must learn to engage both the technology mediating experiences and the complex individuals behind every interaction. Future relevance will depend on recognising and responding to both.
“Brands are thinking in terms of individual products and categories at a time when people are increasingly dealing with high-level forces that are not category dependent. Consumers are moving from buying standalone products to building coherent systems of products, which means brands will have to focus on the outcomes consumers want to achieve. If they do so successfully, they can increase the number of needs, occasions and decisions in which they are considered for purchase among existing and new customers.” – Dan Takacs
Can I submit a question?
Yes. Attendees will have the opportunity to submit questions before and during the live session.
- EMEA
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