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Gender bias is found in many places and medical research holds no exception. It took until 1990, the same year NASA launched the Hubble Space Telescope (which was decades in the planning), for the National Institutes of Health to establish their Office of Research on Women’s Health. 

Fast forward 30 years, and we’ve seen numerous decisions that have helped reshape attitudes towards women’s health, including influential policy change, but as we head towards 2024, women continue to voice mistreatment or misdiagnosis, showing there’s still a mountain to climb. 

Our consumer research data highlights persistent gender disparities within healthcare, with insights on the different ways women are taking their health into their own hands, and how brands outside of the healthcare industry can adopt a more comprehensive approach to women’s health.

The current state of play 

Before we get into the women’s health trends of 2024, let’s take a step back and look at the current state of play. We can look to the American market to give us clues on the current outlook of women’s health.

In the US, women’s concerns about their personal health have climbed 25% since Q2 2020. 

This upward curve is particularly noticeable among Black/African American and Hispanic women. These groups often face disproportionate challenges with issues such as maternity care.

1. Women are looking to female-centric health brands

The apparent gaps in women’s healthcare within mainstream services has given rise to a number of women-centric health brands that offer services covering everything from general check-ups to specific care for menopause and fertility – providing a much needed breath of fresh air to an outdated system. This highlights the important role of brands in shedding light on the unique health concerns of women and contributing to a more inclusive and equitable landscape. 

2. Women are embracing natural remedies, vitamins, and supplements to boost their overall wellbeing  

Beyond specific health concerns, women are shifting demand towards an increase in overall wellbeing. This shift lays the groundwork for a deeper exploration of how to address women’s health.

Overall we’ve seen preferences growing for vitamins, natural medicines, and alternative treatments. The number of women in the US who say they use herbal/natural medicines to treat minor illnesses/ailments is up by 18% since the end of 2020. 

3. Women are prioritizing their gut health 

Aligning with the broader global trend, prioritizing gut health is a particular focus for women. Over 1 in 3 women in the US take supplements for digestive health, and we’ve seen a 21% increase in women taking probiotics to treat digestive problems since the end of 2020. But it’s not only certain treatments or medicines where we’ve seen growth, interest in diversified eating habits has also grown. 

As studies continue to find links between women’s health issues like PCOS and the gut microbiome, embracing these trends may also have additional benefits. In 2024, adopting a greater focus on ingredients and readily available information on the nutritional benefits of products steers brands towards the responsible education of women’s health, giving women the tools to take health matters into their own hands before they make a trip to the doctor. 

4. Consumers want practical measures for women’s health 

Examples of how women’s health is vital for the global economy signal that in 2024, brands need to not only focus on their products, but they need to make the health of their female employees a priority. 

In the next year, women’s health issues like abortion will be a key concern for voters in the run up to the Presidential election in the US. The issue has already invigorated Americans across the political spectrum, but it’s also the global impact of overturning Roe v. Wade that should draw brands attention not only towards abortion or birth control, but how the momentum to support women’s health simultaneously supports their economic power.

Globally, we see that it’s not only women who are advocating for workplace policies that prioritize women’s health. 

42% of men in 10 markets would like to see employers offer paid leave for women’s health issues. 

Since July 2022, there’s been an unwavering change in consumers’ prioritizing paid leave for women’s health issues. But there have been some changes to consumers’ needs since we last asked what they would like to see employers do more to support women’s health issues. As of September 2023, education on the misconceptions of women’s health alongside employers providing access to feminine hygiene products has taken greater priority, while supporting the accurate representation of women’s health and donations to women’s health-focused charities have seen slight drops. This shows us that while accuracy is still essential, 37% want more positive representation, and there’s more demand for practical and financial support. 

Not only does this foster inclusion in the workplace, but supporting women’s specific health issues should be considered a necessity for retaining female talent. Brands can take inspiration from underwear brand Modibodi that has offered paid leave for menstrual, menopause and miscarriage since 2021. 

5. Workplace health benefits should also extend to childcare

Focusing on workplace benefits, limitations for childcare is a significant barrier for women to access healthcare and is a key issue. Employer-provided daycare services have decreased by 17% in the past two years, and just over 3 in 10 female business professionals report that their employers offer paid maternity or paternity leave. Brands need to acknowledge current shortfalls in maternity and paternity benefits by promoting gender equality in caregiving responsibilities. Workplaces can differentiate themselves by investing in daycare facilities, promoting work-life balance, offering paid parental leave and supporting the professional growth of working mothers – 49% of mothers use childcare to allow them to attend work. 

Making women’s health a priority

As we navigate the landscape of women’s health, it’s crucial to recognize the powerful movements shaping next year. The trends outlined above paint a complex picture, reflecting both progress and challenges. 

Looking forward to 2024, the global conversation around women’s health is set to intensify. Brands must stay tuned in to the evolving needs of women worldwide, ensuring their efforts foster a future where women can confidently chart their path to optimal health and wellbeing. 

Take a look at a typical “For you” page on TikTok, and the chances are you’ll see clips ranging from dance tutorials and recipes, to highlights from the big football match, movie trailers, and even “Get ready with me for a night out”.

That apparently random list shows how TikTok has become a one-stop shop for information, advice, and entertainment. Instead of using search engines or multiple social platforms, audiences are increasingly getting everything they want in one place.

Sports in particular are benefitting from this change. Instead of watching a full 90 minute football match, fans can watch 30 games condensed down to an easily digestible 3 minutes each. And if they’re still hungry, there are plenty of extra interviews, alternative camera angles, and niche mashups to satisfy even the most voracious appetite. 

Keep scrolling for short-form content takeaways powered by consumer research you can use to build long-term success.

Runtime is of the essence

Sports were hit hard by the pandemic. Months went by without live games, leaving fans at a loose end. To fill the void, many of them downloaded TikTok, and the short-form video app quickly became the latest battleground for brands keen to capture the attention of TikTok’s one billion monthly users.

When live sports came back, expectations had changed. Fans had come to rely on hyper-effective algorithms guiding them to just the right sports highlights.

It’s no wonder then that sports highlights have been the fastest-growing type of content on social media over the last year. Today, with over 1 in 5 social media users watching this kind of content, everyone from broadcasters to leagues are experimenting with short-form video.

Watching sports as a main reason for using social media is up 17% since Q4 2020 in North America

Real-time highlight creation tools powered by AI are helping here. These tools can pick out important moments in real-time, and feed them straight to a brand’s social managers, helping them win the race for fans’ attention. 

Not only are consumers saving time, they’re also saving money. Watching live sports typically requires a TV and cable/satellite subscription. And if you’re a combat sports fan, it’s not unusual to fork out close to $100 to watch your favorite fighters. With short-form, all you need is a device with an internet connection, something that very many consumers have in their pocket anyway. 

Even though highlights and other content can capture the attention of fans on short-form platforms, many of them still want to watch full games as well. So while live sports are still a big feature of streaming services, there’s a growing market for watching on social media too.

Smaller leagues and niche sports are showing events on Youtube and other platforms – either the whole thing or just snippets – hoping to build up their fanbase as well as foster community and camaraderie among viewers. “Being able to watch games with friends” is sports fans’ top wish to improve their viewing experience, with highlights and live games bringing people with shared interests together.

But not only is the short-form format making sports viewing more democratic and convenient, it’s also impacting the kinds of sports we watch.

A knockout for combat sports

Sports that aren’t exactly mainstream – we’re looking at you, competitive lumberjacking – have benefitted from showing up on the algorithms that make short-form platforms tick. But bigger sports leagues have also benefited, and none more so than combat sports like mixed martial arts (MMA), boxing, and wrestling.

Watching sports highlights on social media is a big reason for this. MMA and boxing make up 2 of the 3 fastest-growing fandoms in the US, while MMA organization UFC, and wrestling promotion WWE, both have more TikTok followers than the NFL or Premier League.

These organizations are always busy, posting action, interviews, and behind-the-scenes clips to keep viewers constantly engaged. And with 1 in 5 sports fans saying that behind-the-scenes footage makes the live experience more exciting, they’re giving viewers exactly what they want. 

Their short-form strategy is bringing in a whole new crop of fans too. We’ve tracked down some unexpected audiences who’ve become MMA fans in the last few years, including stay-at-home parents (+79% since 2020) and mascara wearers (+64% in the same period). And since MMA and boxing organizations mostly use a pay-per-view model for big events, more fans could mean more money.

With lots of extra eyes fixed on the ring (and indeed octagon), more brands are getting involved with combat sports. In 2022, the UFC saw a record-breaking year for partnerships, adding everything from big vodka brands to an official law firm. 

It’s not just products that make for desired partnerships; individual athletes are in demand too. Ryan Garcia, an American boxer, has millions of followers on social media, which translate into pay-per-view buys. Partnerships with athletes of this stature can be hard to nail down, but with many rising stars in the business, partnership opportunities with individual athletes are endless, no matter what the brand. 

The final round: long-term lessons

Millions of consumers are watching short-form video, especially since big names like Instagram and YouTube developed their own short-form offerings. And while MMA, boxing and so on have made a great start, there’s plenty of room for winners in other sports.

TV is still the home of live sports, something that’ll probably continue, but consumers are coming to expect hours of extra footage on social media, especially the punchy short-form variety. Real-time highlight creation is improving with the help of AI, enabling fans to share big moments almost as soon as they happen. 

At the same time sports are bigger than what just happened on the field of play. Fans want to see interviews and behind-the-scenes footage as well, and short-form is the perfect place for these. The almighty algorithm can bring in new viewers, and thinking outside the box can turn regular swipers into dedicated fans. 

Alcohol consumption has taken a hit: the number of global consumers saying they drink alcohol weekly has dropped in the last decade. This doesn’t mean the alcohol industry is drying up just yet, though. In Europe, more people still drink alcohol weekly than eat fast food, but there are new challenges the sector has to adapt to. 

A new wave of health-consciousness, lifestyle changes, and shifts in consumer demand means it’s harder than ever to understand the landscape. So, we’ve taken a deep dive into GWI Alcohol to find the biggest trends in the industry, and mixed them together here for you.

Recent trends in alcohol consumption

The 0% drinks wave

The percentage of Americans who drink alcohol is on the decline. Among those in their 30s, interest in beers/breweries (-13%) and cocktails/cocktail bars (-9%) has dropped since 2021. As consumers look to prioritize health and wellness, cutting drinking out of their diets is often a go-to. It’s a valid reason to go tee-total – the most popular reason for consumers to take part in Dry January is to improve their overall health, for example. But we’re seeing a larger cultural shift at play too. 

In our US data, we’ve seen a significant increase in the number of Gen Z who say they never consume alcohol. Gen Z are much more likely to say they avoid drinking to save money, avoid hangovers, and avoid getting drunk. Drinking is typically more common among other generations, with a quarter of Gen Z saying they never drink alcohol, compared to 17% of Gen X. They’re 31% more likely than average to say they’re interested in low/no alcohol. 

We can see the stark contrast when we compare Gen Z to millennials, based on what they were talking about online back in the dark ages (2013). It’s clear that drinking is less important to the youngest generation, and less character defining.

Gen Z are 12% more likely than average to say they drink no/low alcohol spirits and wines, and they’re more likely to say they’ll never have alcohol while on a dinner date, too. This generation’s relationship with alcohol is very different to that of their parents, which could help shape future generations’ perceptions of alcohol. Non-alcoholic alternatives have recently entered the mainstream; globally, the number saying they drink non-alcoholic beer monthly has risen by 16% since 2018.

People are less willing to compromise their health to stay on trend.

This means that food and drink brands need to rethink their strategies, and the narrative they create around alcoholic products. Guinness and Heineken are two brands heavily marketing the 0.0% iterations of their beers – Gen Z rank them both in the top 5 alcohol brands they consider trendy/cool. Providing a bigger variety of beverage choices, or marketing the benefits of reducing alcohol consumption, will help connect with this growing audience looking to lower their alcohol intake.

More consumers are drinking at home

As much as we’re out of the grasp of the pandemic now, a hangover from life under lockdown has remained – staying in. This mentality shift goes hand in hand with alcohol consumption: in the US, more people drink alcohol at home regularly/often than they do when going out.

It’s no surprise with the current economic climate, consumers feeling the pinch would sooner swap expensive cocktails with drinks purchased at the supermarket. When asking consumers what they’d cut out of their budgets during tough times, alcohol was third on the list, ahead of clothing, beauty, and home entertainment. But to understand how often people drink, it’s worth considering why they’re drinking in the first place.

Bars and nightclubs have traditionally been the go-to places to drink for a big occasion, but more intimate gatherings are now on the rise. Research in our celebrations report found that on the whole, among consumers with a small amount of savings, 35% report celebrating less. But when they are celebrating, there’s more of an emphasis on smaller, casual get-togethers: arts and crafts parties or wellness gatherings.

And when drinks are involved, younger generations are looking to get creative. Gen Z are 22% more likely than average to say that they’re interested in cocktail making, and are more likely to say that they enjoy trying simple drinks that they can replicate at home. Inspo-led social media content can inspire an audience to blend new beverages up in a simple recipe: Pinterest users are 42% more likely to say they’re into mixology than the average drinker, and the hashtag ‘#mixology’ has over 2 billion views on TikTok.

Drinks spilling over to other countries

As globalization continues marching on, we’re consuming more of other countries’ cultures than ever before. You can find examples of this in western teens who love K-pop, bubble tea, and anime. So, what does this mean for alcohol trends?

There’s an appetite for trying new things. Helped by some effective marketing and changing demographics, Americans are getting a taste for Mexican drinks, with more saying tequila is their favorite alcoholic beverage than craft or lite beer. But beverages are traveling further than countries where a border is shared, too.

Spirits from Asia, such as Japanese sake or South Korean soju, have seen their popularity grow in the Western world. And that’s before considering Japanese exports of traditionally western beverages among younger consumers: Gen Z and millennials in the UK and US are 72% more likely than Gen X and baby boomers to say they’ve drunk Roku gin. In return, the Brits have tried their hand at traditionally Japanese alcohol too, as sake has begun cropping up as a food pairing on some of the country’s best menus.

In the UK, the number of millennial restaurant-goers who say that they’re interested in other cultures/countries has increased 9% year-on-year.

Food and beverage trends are intrinsically linked – while food pairing being a significant consideration for alcohol choice when dining out probably isn’t a surprise to many, this factor comes in 3rd for drinking at home – behind only flavor and cost. New alcohol consumption trends can be anticipated by paying a close eye to local food trends. If a cuisine is ramping up in popularity, don’t be surprised to see the country’s beverages close behind.

The craft craze isn’t slowing down

When it comes to drinking, people are looking for something a bit different. This is largely indicative of a wider trend, a sign that consumers are looking for more local options: the number of alcohol drinkers who say that they prefer to buy from local/independent retailers has increased since 2020.

One of the best examples of how the market conditions have facilitated independent drinks brands in recent years is the UK’s booming gin industry. Following the repealing of the 1751 Gin act in 2009, the gin-novation in the market has seen it rise to prominence.

While gin is the least popular alcoholic drink of the 19 beverages we track in 6 global markets, it ranks 5th in the UK.

Craft beer has been a booming industry over the last few years – the number of consumers in the UK who say they drink Brewdog, pioneers of the craft industry, has increased since last year. This is another alcohol trend birthed from the younger consumers. Not only are Gen Z alcohol drinkers 10% more likely to say that they buy from local/independent retailers, but they’re 24% more likely to be drawn to craft, small batch, or locally produced drinks when they’re choosing what to buy to drink at home. They find the look of the packaging even more appealing, which is why brightly colored IPAs and natural wines are resonating so much with younger drinkers.

In addition to bold branding, these beverages are often marketed as more sustainable, eco-friendly, or ethical. These drinks are more than just a tasty treat – they’re a sign of a consumer’s character too, signaling that these consumers are choosing to support brands which resonate with their values.

A low calorie can

While cutting alcohol out altogether is probably the healthiest approach, the top reason those who are looking to reduce their alcohol intake say they do so for health reasons. Globally, out of the 13 characteristics we track, consumers are more likely to describe themselves as health-conscious than creative, price-conscious, or social/outgoing.

To connect with this health-conscious crowd, there has been an increase in the availability of lighter, low calorie beverages such as hard seltzers. While a glass of wine may contain up to 158 calories, a can of White Claw contains just 95. And consumers in North America are taking notice; over a quarter say they’ve drunk a hard seltzer in the last month.

While talking about alcoholic beverages from a health perspective can be a bit of a tightrope walk, low calorie drinks can definitely hit the mark with younger, more active consumers. Since 2020, the number of Gen Z and millennials in the States who have consumed drinks like hard seltzers and hard kombucha has increased by 13%, and among weekly gym goers this increases to 24%.

The big alcohol trends for 2024

Whether consumers are looking to balance their diet, try something from a small brewery, another country, or even go teetotal, the current alcoholic beverage landscape has some key trends to watch out for:

Low-or-no alcohol is on the rise

As more people, particularly Gen Z cut down on their alcohol consumption, brands are racing to meet this demand with 0% iterations of their products. It’s part of an increased focus on health and wellness, but represents a wider cultural shift happening among the youngest consumers.

More are staying in instead of going out

Speaking of cultural shifts, people are opting to stay in. This is a bit of a change in where and why people are drinking, as the reasons they buy alcohol differs from when they’re out and about. Cost is a more important factor, but some are also looking to get creative and mix up new cocktails, too.

People are looking across borders for new drink choices

Just as media and food consumption trends spread around the world, so do alcoholic drinks trends. US drinkers are big on Tequila, while in the UK, Japanese soju is all the rage. More than ever, consumers are looking to switch things up, and try something new.

Smaller breweries are trendy

Independent breweries, small batch gins, and natural wine are all rising trends in alcohol consumption. Whether it be for ethical reasons, or because they just want something a bit different, consumers are looking outside of the big brands.

Health-conscious consumers want a low calorie option

There are more options out there for health-conscious consumers not looking to compromise on their diets. Hard seltzers have been a big hit with gym goers who don’t need the unnecessary calories, and with younger consumers too. Even though it can be a tough line to walk, consumers are looking to make allowances for treats in their healthy lifestyles.

What does wellness look like to you? Maybe it’s cycling to the shops rather than driving, taking the stairs instead of an elevator, or swapping an alcoholic drink for a non-alcoholic one on a weekend.

Recent years have forced consumers to rethink their approach to health and wellness. As lifestyles have become more home-based, many consumers are taking control of their health by tracking it, becoming more conscious of their decisions when it comes to their physical and digital wellbeing. 

In 2024, we’ll see how the legacy of the pandemic and the cost of living crisis have shaped consumer behavior, news that brands across multi-billion dollar industries will be keen to know more about.

1. Consumers want food, and they want it fast

Pre-pandemic, consumers were as likely to be eating fast food as they were to go to a restaurant. But tastes have shifted – fast food is now consumers’ go-to.

The growing taste for fast food links to another trend: consumers want more convenience. From 2020-2023, there’s been a 26% rise in the number of Americans saying they often eat meals on-the-go. 

For brands, this presents some interesting opportunities. They can benefit by understanding fast food eaters, and how they’re different from your average consumer.

Globally, regular fast food eaters (those that have it at least weekly) are 29% more likely to say the option to use a “buy” button on a social network would most increase their likelihood of buying a product online. They also stand out for being motivated to buy when there’s click-and-collect delivery, as well as guest check-outs, a symptom of this push for more convenience and choice.

So if you’re a food delivery brand or quick-service restaurant, how do you make the most of this? It’s about engaging your customers across multiple channels, making the in-store, online, and mobile experience seamless. When interacting with your brand, the user experience should be streamlined, like ordering online and collecting in-store, with convenience at the center.

2. Consumer health is on the decline

In 2021, Americans were dealing with the tail end of the pandemic, but consumers were fairly optimistic about their overall health. Since then, the number who say they’re in excellent health has declined by 22%, and the number who worry about their personal health frequently has risen by 17%. The US health care system has long been expensive and inefficient, health benefits and insurance are a luxury to many, and so now Americans are changing their approach to managing their health.

Since the end of 2020, we’ve seen upticks in various health conditions, with more Americans saying they’ve experienced or are currently experiencing chronic or severe pain (+38%), depression (+37%), backache (+24%), and high blood pressure (+11%).

The fact is many consumers are starting to see their health as an investment, with the catchy phrase “health is wealth” regularly used by the media, and they need tools to help them manage these issues. The self-care industry has also become a huge market, one that all kinds of brands can tap into. 

3. More consumers are being proactive about their health

In 2024 we’ll see the continued growth of a specific type of consumer – the proactive health manager. That isn’t someone who works in the health care industry, but those who actively take preventative measures to better manage their health.

Since Q3 2021, the number of Americans who actively look for lifestyle changes that could improve their health has grown 13%, the number who’ve purchased vitamins/supplements in the last month is up 15%, and the number who’ve bought health foods is up 7%.

More consumers are going on their self-care journey, one which focuses on their physical health. Vitamins and healthy foods are just a few ways they’re trying to shift the health dial in their favor, as shown in the growing demand for personalized health care. 

Health care tools that accelerated during the pandemic, like telehealth, have become a mainstay for many. Now, personalized vitamins and gut biome tests are just some examples of how health is being explored with these individual, tailor-made characteristics. 

4. Consumers are tracking data on their physical, digital, and mental health

A decade ago a step count on a phone was exciting, but then technology brands put numbers on everything. How far you’ve walked, how many sets of stairs you’ve climbed, your heart rate while walking, how this has changed over the last week, the last month, the last year? You get the idea.

A large part of this change is the rise in smartwatch ownership. In 2015, just 12% of consumers in the UK/US owned a smartwatch or smart wristband. Today, the figure is at 37%. To give context to just how big a shift this is, the size of the growth in US ownership is roughly equivalent to the total population of Colombia, South Korea, or Spain. 

What we’re trying to get across is that they’re really popular, which is reflected in how much data consumers are tracking.

Over the last two years, we’ve seen rises in the number of Americans tracking their exercise (+12%), screentime (+21%), sleep (+13%), and spending (+16%). They’re looking to keep tabs on their physical, digital, and mental health, without neglecting their day-to-day welfare too. 

Smartwatch devices are more accessible than ever, and while high earners were the early adopters, ownership in the UK/US among low earners is around 2.5x higher than in 2015, so this is a wellness trend that’s here to stay. A whole host of brands can help empower them too, shown by the likes of Pokémon Go releasing Pokémon Sleep, an app that rewards players who sleep for longer. 

5. More consumers want food and drink with probiotics 

Of all the factors that are important to people when buying food, “probiotic” has grown the most, with sales of probiotic-containing drinks soaring. 

Gut health issues are pretty common, and various diet trends and numerous stressful crises have had a negative impact on our digestion. The number of Americans who say they experience nausea, vomiting, or diarrhea regularly/often is at its highest point since we started tracking it in 2020, and more take supplements for digestive health. Many people are therefore making a conscious effort to keep their gut healthy.

Plus, stomach cramp complaints are growing relatively fast among fashion-conscious groups like Balenciaga owners, regular luxury buyers, and champagne drinkers – who’ll be on the lookout for trendy solutions. 

Probiotic ingredients like yogurt, kefir, miso, and kimchi are likely to gain the attention of these audiences. 14% of US luxury clothing buyers say they drink kombucha tea, for example, which is double that of the general American population. 

Brands who advertise these ingredients and qualities are likely to draw in new customers. 

6. Restrictive diets are losing steam

Where we saw the veganism wave catch steam during the late 2010s, today the appeal seems to have lost some interest. But what’s driving this wellness trend? Well, consumers are becoming less restrictive in their diets, driving a move toward flexitarianism.

Not only are fewer Europeans engaging with diets like the keto diet, many don’t have the emotional or financial bandwidth to focus on ethical standards.

Globally, pro-environmental attitudes have started to decline as consumers are re-prioritizing their needs, and a growing sense of environmental fatigue is setting in. In Europe, the importance of sustainability when buying food has declined 10% year-on-year, while the number identifying as flexitarians has increased 13%.

For brands, there’s a potentially lucrative opportunity to target those stepping foot into, but not committing to a plant-based lifestyle. Sustainability isn’t their primary motivation, so shouting about other benefits like nutrition could help them appeal to a wider customer base. 

7. Every brand is a stakeholder when it comes to mental health

It’s no secret that a lot of us are dealing with mental health issues, and among many groups the number who say they have poor mental health has increased in the last year. There’s a lot we can learn by understanding how consumer’s mental wellness changes, something that the wellness industry alone can’t answer for. 

We can highlight some examples in the US to show how widespread these feelings are. The number of instant coffee drinkers, those interested in nights out and clubbing, VR/headset owners, and rum drinkers who say their mental health is bad or very bad, has more than doubled between Q1-Q3 2023.

When it comes to mental wellbeing it’s an area where every brand can be a stakeholder, and wellness brands in particular should look to share tips and tools on how to manage and support these issues. The likes of Ad Council, FIFA, and Gymshark show how brands are uniquely positioned to address the evolving needs of consumers and contribute to the broader conversation on mental wellbeing.

How brands can promote wellness in 2024

As a category, health and wellness covers a huge range of consumer interests and behaviors, and attitudes and priorities are constantly shifting. 

What’s clear is that many consumers are becoming more proactive when it comes to their health, making use of the data available to them to keep tabs on their physical and digital wellbeing. They’re also busy, and don’t have the emotional energy to spend on strict, fat-free diets. 

In 2024, brands will want to focus on convenience and speed, as well as making things trackable yet flexible.

Luxury athleisure is the fastest growing category in fashion right now as the modern consumer continues to blend comfort and style. 

People’s lifestyles are becoming more casual, and their buying habits reflect that. Their new-found love affair with all things lycra hasn’t gone unnoticed by the wider industry, and many brands, be it luxury or mid-market, are keeping a keen eye on opportunities in the activewear space. 

But how did athleisure clothing come to be the new daily staple for consumers? What do they expect from brands, and where are they finding their inspiration from? Let’s take a dive into all things activewear, and how brands can capitalize on the athleisure boom. 

Getting ahead with the athleisure audience

With all the athleisure hype in lockdown you’d be forgiven for thinking 2020 was the break-out year for the athleisure market, but it’s actually been around since the late 70’s. Since then, athleisure has found itself in the eye of a perfect storm; rising wellness trends, a changing working environment, and a move to wardrobe casualization has drawn in more consumers who aren’t just avid sports fans. In fact, athleisure wearers are only 6% more likely to play sports than the average consumer, so don’t be fooled into thinking this is a defining factor for this audience. 

And while young consumers are certainly shaping the athleisure landscape, they aren’t the only ones in the conversation. In 5 markets, millennials (69%) and Gen Z (68%) are most likely to be donning athleisure at least a few times each week, but Gen X and baby boomers are still both key players in the market –  nearly 3 in 5 wear it weekly. 

Athleisure consumers are more likely to be affluent individuals who seek out premium products and the community around them. Our data tells us that many are happy to gloss over a higher price tag if it means access to fashionable items that look good, have the quality to match, and make them feel a part of a social tribe. This is a likely reason why Lululemon has become a dominant force in the market; while their hit leggings can reach prices of $128, consumers stick around for the premium quality and community associated with the Lululemon brand. 

There are parallels to the Gorp-core trend of recent years, as consumers increasingly buy into high quality outdoor clothing despite mainly using it for city commutes. But in both audiences, there is an underlying theme; people are buying into a certain way of living, and brands should be aware that athleisure consumers are after products that offer a premium lifestyle – not just a comfortable jacket.

Consumer expectations from luxury sportswear 

As luxury consumers seek out premium athleisure apparel, it’s important for brands to get to grips with their audience’s expectations. 

First of all, athleisure consumers are less price conscious, which means value-for-money isn’t the most important factor when purchasing luxury activewear. Instead, comfort, quality, and style take priority over product cost. But, there’s some regional nuances here, as consumers in the USA, UK, France are 75% more likely to prioritize value for money over those in China and Japan. So brands need to be more price sensitive when it comes to the West. 

On the other hand, athleisure consumers in the East are 54% more likely to prioritize performance-enhancing features when purchasing luxury sportswear, so it can’t be all bark and no bite in regards to design and functionality. To really appeal to luxury audiences in the East, athletic wear will need to be both fashionable and reliable, with functional additions that can work in active, or more casual environments. 

Brands speaking to millennials should know they are 23% more likely than average to buy luxury sportswear because of current trends. Higher purchasing power and an eye for what’s hot means millennials are often fast to jump on products that are making waves in the fashion scene. Jacquemus’ collaboration with Nike was one example of an athleisure collection that hit the mark with fashion-savvy customers. And while its price point matched Jacquemus’ usual luxury position, it still managed to sell out – fast. 

Gen Z stands out in different ways when it comes to deciding on luxury sportswear; athleisure wearers in this generation are 33% more likely than average to be swayed by customization options. This is a hallmark trait of Gen Z. Since we began tracking it, they have always been more likely than other generations to describe themselves as adventurous, creative, and wanting to stand out from the crowd – customization satisfies these urges. 

Brands like Nike and Adidas have both built customization into their product offering through ‘Nike by You’ and personalization initiatives. Gen Z are also thinking long term, being 22% more likely to invest in luxury sportswear if they see it has investment or resale potential later down the line. A search on Depop or Vinted can confirm this sentiment in real time, with 100’s of athleisure products listed, as consumers look to cash in on their long-lasting premium products.

How they’re keeping pace with athleisure trends

A big part of successful communication with the luxury athleisure audience means getting to know where they’re finding inspiration, and information.

For luxury athleisure consumers, fashion magazines and editorials are still a key source of style inspiration, as nearly 1 in 4 flick through the pages for the latest looks. Traditional print media does still land with the younger audiences, but if you want to land in front of Gen Z and millennial consumers successfully, you’ll need to get online. 

But fashion influencers and bloggers take center stage for them, as 28% look to online opinion leaders for updates on athleisure trends. Back in August we saw fitness/wellbeing influencers in the top 3 most followed types of people online, and that’s still the case, as fitness fans are 70% more likely than average to follow influencers or other experts online. These individuals are well positioned to communicate luxury athleisure to a wider audience. 

Regional nuances appear in how consumers search for inspiration when it comes to athleisure wear. Eastern markets like China are quick to look for online voices, often in the form of key opinion leaders (KOL’s). 

As we touched on in this year’s social report, the multi-functional role of Xiaohongshu, or ‘Little Red Book’, plays a critical part in the discovery journey in China. Xiaohongshu is the most used platform for weekly athleisure wearers to follow trends (61%), acting as a hub for fashion inspiration and fitness motivation. Some Western brands have cemented their presence in China using the social platform, while domestic brands like Maia Active have also utilized it to gain traction with athleisure consumers in the region. 

On the flip side, Western markets stand out as they look for inspiration much closer to home. Friends, family and peers play a highly influential role for luxury athleisure consumers, so brands should consider making steps to drum up word-of-mouth here. Putting on events for the brand community and getting the conversation flowing in the wider sub-cultures is a surefast way to inspire the athleisure world. On Running, Alo Yoga, and Arc’teryx all put on a calendar of mini-events that bring like-minded people together, increasing chatter around the brands. 

Capitalizing on the athleisure boom through collaborations

Luxury brands often rely on their exclusive allure and aspirational appeal to speak to consumers, while sportswear brands have the upper hand in developing strong cult followings, building global communities that propel the business forward. 

Some of the best, and most successful instances of luxury athletic apparel has come through luxury’s rebellion away from traditional products, and merging with the ‘cool factor’ of sportswear. Nike and Adidas are stand out stars, drawing in collaborations with luxury stars like Gucci, Martine Rose, and Stella McCartney – all of which have been a driving force in blurring the line between luxury and sportswear. Luxury has also looked further afield from the main stars; Moncler tapped into Hoka’s technical footwear boom, while Loewe linked with On Running. So what’s causing all of these collabs, and why are they a good move considering current athleisure trends? 

First off, they’re meeting consumer demand. When it comes to any luxury collaborations, luxury buyers want designers to work with sportswear/activewear brands most (37%). What’s more, consumers expect brands to be reliable and innovative, and collaborative efforts that merge the technical prowess of sports brands with the creative flair of luxury design, satisfy these expectations. Thirdly, collaborative efforts between brands are like the holy grail to Gen Z. The generation is more interested than any other when it comes to fashion partnerships – so experimenting outside of a brand’s mainline is key to getting the attention of younger consumers. We’ve seen this play out with athleisure collaborations like Wales Bonner and Adidas, as her hit athletic tracksuits and Samba shoes flew off the shelves and racked up 1.1 million views through its TikTok hashtag. 

It’s hard to replicate the authenticity, technical prowess, and trust that sportswear brands have gained in the athleisure space; luxury brands are therefore better off joining forces with them over competing in a new field. But before they dive in, there’s something important to consider. Finding partnerships that retain the integrity of both brands is essential. Nike’s collaboration with Tiffany fell flat for a lot of consumers as the match up seemed forced. So for brands looking to capitalize on rising athleisure trends, knowing which partnerships will appeal to the masses is a big piece of the puzzle. 

Trends to consider before jumping the gun

Brands, both luxury and mid-market, are sure to want to get in on the athleisure action, but it’s important to approach the consumers in the right way, and know their preferences before making the first move. So here’s some key things to remember:

Athleisure isn’t just a young consumer’s game: Although some trending topics like to run away with Gen Z, for athleisure fashion, everyone’s involved. Brands would do well to consider diversifying designs, styles, and marketing that is geared towards each type of consumer. 

Millennials like to follow the trends: Those aged 27-40 are far more likely to buy luxury athleisure if it fits the current styles of ‘what’s hot’. Millennials want their activewear to blend neatly into their wardrobe, giving them the options to mix and match their everyday wear with more sporty looks. As a start, brands may want to respond to colors or styles that are bouncing around this year’s runway looks. 

Influencers have the edge in athleisure marketing: Physical fashion publications still land well with the athleisure audiences as many turn the pages for the latest looks, but fitness influencers are the holy grail for many. When it comes to markets like China or audiences like Gen Z, online opinion leaders are the go-to source of inspiration when it comes to athleisure outfits. 
There is mutual benefit in luxury sportswear collaborations: Luxury brands may struggle to convey the same authenticity and technical performance of pure bred activewear brands, but they’re in luck. Consumers are very keen to see luxury brands collaborate with sportswear labels, so finding a strong partnership that can leverage luxury and functional knowhow is a surefire way to draw in new audiences – particularly Gen Z.

It’s been an action-filled few months for consumers. Many have started running out of the money they banked in 2020-21, been exposed to AI chatbots for the first time, and integrated buzzy new platforms like Threads into their online routines. 

And we’ve mapped out how all this has made them feel, identifying six trends we believe will shape how they behave and what they expect from brands in the year ahead. 

Check out our Connecting the dots report for the full story, or read on for the highlights. 

Current consumer trends set to take over 2024:

• People are excited, but wary, about generative AI – and it’s worth keeping their concerns in mind. 
• Americans expect publishers and brands sharing news to behave responsibly, and many want corporations to take a stand on hot topics. 
• Boomers are doing more scrolling and spending, so they should show up on your marketing strategy. 
• Combat sports demonstrate what short clips can do for brand awareness. 
• With veganism declining, plant-based products could do with a rebrand. 

AI excitement is rising, but so is concern

Artificial intelligence is one of the fastest-moving consumer trends right now. And as awareness spreads, attitudes are starting to take shape. 

We often see technology as a double-edged sword and these tools are no different. Many of us are fascinated with AI’s potential, but also intimidated by its explosive growth.

With AI out of its box, it’s important for businesses to know what their customers are most excited about, and what their worries are. Granular consumer insight will ultimately help them respond with sensitivity in 2024. 

In the full article, we’ve trawled through months of global research, profiling select audiences to show why brands are best off acting on a case-by-case basis.

For example, more regular cinema-goers support AI being used to create effects or as an editing tool than to write scripts or create AI versions of actors. This means film companies should use it as a helping hand, and ensure their material continues to be written and performed by humans.

Media distrust is climbing

AI’s also enhanced existing worries about misinformation, which is a theme in this year’s report. 

Partly due to the nature of social platforms and increasing political polarization in some markets, trust in the media has long been in decline. Of the 20+ news services we tracked between 2017-2020, the number of global consumers describing them as trustworthy or accurate generally fell.

This means trust should be high up publishers’ to-do list, especially in the US, as “fake news” accusations are generally more common before an election. 

The number of Americans who don’t trust the media has grown 24% since Q2 2020.

Also, while Republicans are usually imagined as the accusers in this situation, distrust is growing quicker among Democrats and independent voters, which shows how widespread the issue is becoming.

Whether it’s by drawing attention to the fairness of their press, labeling opinion pieces more clearly, or sharing media literacy tools, companies will benefit from being seen as trustworthy and helping their readers make informed decisions.

Americans’ fear of gun violence is growing

Something else US businesses should be mulling over is their approach to the gun debate. 

Corporations have typically avoided taking a stance on politically divisive issues – fearing backlash, boycotts, or anything else that could harm the bottom line. 

But that’s starting to change. Dick’s Sporting Goods was one of the first companies to take a side by proactively getting out of the gun business in 2018. Despite an initial loss, the retailer soon recovered, and the number of Americans saying they shop there has increased by 22% since 2021. 

Not only is speaking out becoming more normalized as other companies get involved, but Americans’ attitudes are changing. In 2020, gun violence was 6th on their list of worries – behind healthcare, climate change, and racism. It’s now 1st, with concern being driven by some surprising groups like aspiring Marines and Guns & Ammo magazine fans. 

Americans worried about gun violence are 43% more likely to want brands to be socially responsible.

It seems that various audiences are becoming amenable to, and even starting to expect, corporate involvement. 

Baby boomers are doing more scrolling and shopping

Leaving the world of news and ethics behind, our next two trends center around social media – in this case, why brands should pay attention to boomers’ shifting online habits.

While Facebook is still their favorite social media platform, the number of global boomers using video-based apps is climbing. Networks are becoming more about entertainment and brand engagement, with more in this generation saying they follow influencers over time (+13% between 2020-2023). 

Representing the future of consumer behavior, Gen Z are a very in-demand group. But brands have a lot to gain by engaging with those who have money now and are actively shopping online; and baby boomers fit the bill. 

Boomers are more likely to buy new products online each week, own a credit card, and have high purchasing power than Gen Z. 

Far more boomers also say their current financial reserves would cover their basic living expenses for 6 months or more, so money isn’t the issue. 

Their relationship with marketing is an area for improvement. They’re the least likely generation to feel represented in ads and to report buying brands they’ve seen advertised. And research shows that they’re not just less visible in this space, but often misunderstood. 

As a general rule, the more represented people feel, the more responsive they are to advertising. This means there’s a strong business case for marketers adapting the ways they speak to older audiences in the year ahead. 

Consumers want short-form clips, and combat sports are delivering

It’s not just baby boomers who are engaging more with online social videos; sports fans are big on them too. 

In 2020, more global consumers said they mainly use social media to post about their lives than watch/follow sports. By 2023, the opposite was true, and the latter had overtaken seeing branded content and finding like-minded communities. 

We’ve also seen a big year-on-year jump in the number of Americans saying they watch sports highlights on social media (+19%). This habit saves people time and allows them to watch more flexibly, so we expect it to stick around.

If companies are still on the fence about investing in short-form content, they only need to look at how combat sports have benefited from it to be sure.

Of 29 sports we track in GWI USA, fans of boxing, MMA, and wrestling have seen the biggest jumps in highlights engagement on social media. The upshot? MMA and boxing represent two of the three fastest-growing sports followings in the US. 

These brands have embraced short-form video, and it’s paid off.

Short clips are a magnet for new fans, and proof potential partnerships exist where you least expect them. By prioritizing them, combat sports have brought in unexpected audiences, and there’s an opportunity for others to hit the ground running too.

People aren’t so hot on veganism anymore

For our final trend, we’re dipping into the world of food. ​​In the late 2010s, veganism was turning heads. Fast-forward to today, and brands are pulling plant-based products off the shelves after disappointing sales.  

We’re not saying that plant-based food is dying; it could just do with some fresh branding. 

Over time, fewer Europeans are identifying as vegan or pescatarian – a sign many don’t want to follow diets that are too prescriptive. 

Instead, more are becoming flexitarians, with over 1 in 4 interested in reducing their meat consumption.

These plant-curious consumers are different to vegans, and need to be targeted differently. Compared to vegans, aspiring flexitarians in Europe are significantly more likely to be dieting to lose weight and to say low fat or low calorie food is important. They’re more price-conscious, and less concerned about brands being eco-friendly or socially responsible. 

The vegan slice of the pie is small and companies that broaden their target audience will dish up a greater return. Going forward, they’re better off throwing more light on nutrition and less on sustainability.

Staying ahead of consumer preferences

The early 2020s can be described as a lot of things, but predictable isn’t one of them. And we expect the next 12 months to unleash a new wave of opportunities and challenges for brands. 

Detailed, actionable insights are one of the surest ways to adapt, and Connecting the dots is your data-backed secret to staying ahead of consumers in 2024.

As November rolls around, the Black Friday and Cyber Monday buzz begins to build. For many, it’s the opportunity to snap up a great deal on coveted items. For the organized among us, it’s time to get a headstart on holiday shopping. 

And even with the cost of living crisis still impacting many markets, it’s not all bad news for brands – our data shows many consumers are still planning on spending big come November 24th as they seek out the best Black Friday deals. 

So what can brands expect from Black Friday in 2023, and how can they use it to drive success across marketing, product, and business strategies? Let’s delve into the key Black Friday trends and retail statistics you need to know. 

Top black Friday trends in 2023 to check out: 

1. Younger audiences are feeling spendier – Brands should tailor their Black Friday ad messaging to engage with younger shoppers. Social media campaigns and being influencer-driven are likely to capture their attention. 
2. Embrace the “lipstick effect” – Consumers are shifting towards affordable indulgences this Black Friday season, so messaging around mood-boosting treats at a reduced price is likely to hit home. 
3. Online sales will be big, but optimizing omnichannel shopping is key – Ensure a seamless shopping experience wherever and however consumers choose to shop. Consumers have diverse preferences and meeting their expectations across all channels is important. 
4. Promote leisure and homeware gifts – Leisure and home furnishings will be top gift choices this season, and brands should emphasize the value and quality of these items, as shoppers will be looking for ways to make their money go further. 
5. Craft sensitive and transparent messaging – It’s been a rough few years and the cost of living crisis has hit many consumers hard. Brands that are transparent in their messaging and prioritize value-driven communication with consumers are likely to inspire their loyalty. 

Now let’s dig a little deeper into each of these Black Friday trends to understand the consumer behavior driving them. 

1. For younger consumers, Black Friday deals are where it’s at

First off, in 11 markets Gen Z stand out for planning to buy all, most, or some of their winter holiday presents during Black Friday sales, while Gen X and baby boomers are more inclined to skip the event. For brands looking to increase discoverability and retail sales with younger generations, social media is the place to be as Gen Z rely less on search engines when looking for new products.

Gen Z are also the generation most likely to be planning on spending more this year than they did in 2022 – almost half say this, with millennials not far behind. Despite their lower income, this makes some sense in context; with two-thirds of Gen Z living with their parents, they’re optimistic about their finances, and more confident about spending. No wonder the Black Friday sale is so appealing.

There’ll always be consumers who don’t initially plan to snap up deals on Black Friday, but end up being tempted by discounts as the event draws near. We know that different generations impulse buy for different reasons, and younger consumers’ standout reasons typically revolve around social media (like using a “buy” button), or getting recommendations from influencers and celebrities. Brands should implement these learnings into their Black Friday campaign strategy if they want to win big with these consumers.

2. Play into the “lipstick effect”

The ongoing cost of living crisis is still impacting how people shop, but we’ve known since January that consumers still expect to spend more on occasions like the winter holidays. This could be because consumers expect higher prices this year, but it also serves as a reminder that consumers may not behave in the way brands expect. 

Times of hardship also dictate what people buy. Looking at Black Friday trends in 2023, fewer consumers in the UK, US, and Canada plan to make luxury purchases than they did last year, but are looking to splurge on personal care items. This behavior aligns with the “lipstick effect”, the idea that during times of economic instability, consumers cut back on higher-priced luxury items in favor of smaller indulgent treats. Just the kind of thing you can snap up in online sales.

That’s the case in 11 markets too; fashion and personal care items are top-of-mind, while luxury items are much less of a priority. 

Shoppers may feel they can’t afford or justify luxury purchases right now, but are still tempted by affordable indulgences to cheer themselves up. Even more so if these carry Black Friday discounts.

Brands should try to resonate with Black Friday shoppers who may be cutting back on luxury purchases, but are still seeking small, mood-boosting treats at a reduced price. 

3. It’s not all about online sales, physical stores remain relevant

Almost 1 in 5 consumers in the UK, US, and Canada plan to do their Black Friday shopping exclusively online, marking an 8% increase since last year. But it’s not all bad news for the high street; many headed back to stores last year, and almost a third say they’ll do an equal mix of in-store and online shopping this year. 

It may come as a surprise, but Gen Z are the generation most likely to shop in-store on Black Friday this year, with 40% planning to shop mostly or exclusively in-person. 

For online sale shoppers, free delivery is huge, and we get an even clearer view of this in the US where free shipping is the top priority among over 8 in 10 online shoppers. It’ll be a busy time of year for returns and deliveries, so online shoppers want this experience to be as smooth as possible. Every retailer needs to manage both ends of the purchase process effectively, leaning on other delivery services where they can. 

In the US, consumers who shop in-store expect an experience that’s as smooth and seamless as it would be online, so ensuring product availability and maintaining clean and organized stores over Black Friday weekend is essential. With rising covid cases and flu season underway in many markets, stores should also consider people’s safety, and take steps to help them feel comfortable.

A bit of festive cheer may bring baby boomers into stores – in the US they’re 59% more likely than the average consumer to enjoy listening to holiday season music, so businesses who can create festive in-store experiences may have a higher chance of attracting these consumers and boosting holiday shopping retail sales.

It’s key for brands to remember there’ll always be consumers who prefer online shopping, while others will prefer more traditional shopping methods. That’s why nailing the omnichannel experience is crucial. 

4. Leisure and homeware products are the top planned gifts this year

People will buy things for many reasons this holiday shopping season, but what are they buying for others?

Consumers who plan to only shop for themselves this Black Friday stand out for having their eyes on new tech, whether it’s a new smartphone or a smart device. They’re also tempted by a luxury purchase for themselves; a recurrent sign that, even in times of hardship, consumers aren’t completely writing off big-ticket items.

Consumers who plan to only buy gifts, on the other hand, lean more toward home furnishings and leisure or entertainment products.

The world’s been a stressful place over the last few years, and the holiday season can only make matters worse for those who are really struggling. In response, gift-givers are likely eyeing up products to help their loved ones unwind and de-stress. 

With many stretching their budgets this year, home furnishings can be a cost-effective present that lasts for an extended period, making them valuable for both giver and recipient. Brands should embrace this type of messaging for more targeted advertising, by emphasizing how shoppers can push their money further. 

Black Friday ad messages around quality are also important. Cost is undoubtedly a factor but not every business can afford to slash their prices, so it’s important not to underestimate the significance of quality. In the US, quality is the top factor when shopping for essential household products, fit and comfort are key factors for clothing shoppers, and skincare enthusiasts say keeping skin moisturized is their top priority.

So how do you nail your Black Friday marketing? Whether you’re a small business or a big retailer, it’s all about finding ways to give consumers more value for their money, and brands who emphasize these qualities won’t find themselves in a race to the bottom. 

5. Consumers expect transparent messaging this holiday season

Over 3 in 5 planning to celebrate the holidays say the rising consumer prices will have a big impact on their spending during the winter holidays this year. For brands, it’s not so much the fact this is happening, but more how they communicate it to their customers. 

In the UK last year, popular retailers John Lewis, Tesco, and Lidl paired back their Christmas adverts and focused more on themes of sentimentality and kindness. These themes are still important this year. 

In terms of messaging, most consumers expect ads to be informative by providing product information, but they’re also calling for transparency from brands. In the unsettled times we live in, some prices will go up, and brands should be upfront about that. Consumers don’t want any embellishment; they want a concise, value-driven story to help them understand why.

Companies need to give customers time to process this news and open up a dialogue; around 6 in 10 people want to be notified of a price increase at least one month before it happens.

The lesson here is that while cost is important, sensitive communication and discussing quality and value matter more to consumers.