The webinar, presented by Dan Takacs, Associate Director of Macro Trends, and Richard Cope, Senior Trends Consultant, explored three defining consumer trends for the years ahead:
- Anti-Algorithm – Consumers are increasingly pushing back against algorithmic recommendations, seeking more control and value from their data. Brands will need to balance convenience with empowerment and transparency.
- The New Young – Demographic shifts and longer lifespans are blurring traditional life stages. With younger consumers delaying milestones and older audiences deferring retirement, brands must adapt to serve more fluid, evolving lifestyles.
- Affection Deficit – As everyday human interactions decline due to automation and digitalisation, opportunities arise for brands to foster genuine connection and help combat loneliness.
Each theme was examined through best-, worst-, and middle-case scenarios, offering a comprehensive view of how these forces could shape consumer behaviour and strategic planning through 2030 and beyond.
Key Takeaways
- Data control demand – Consumers want more ownership and value from their data.
- Delayed life milestones – Longer life expectancy is reshaping traditional timelines.
- Human connection – Brands can play a vital role in rebuilding social connection.
- Experience over legacy – Younger generations are prioritising present fulfilment.
- Senior market potential – Needs-based messaging is key to engaging this affluent segment.
Key Quote:
“Consumers will demand more control over their data and more value from their data as well, and brands will have to balance convenience with empowerment.”
— Dan Takacs, Mintel
- EMEA
- Food and Drink
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