Combining analysis from the past two years with expert foresights into next year’s consumer behaviours, ‘Distilled: A Diageo Foresight Report’ provides reading to brands wanting to understand current consumer attitudes and how to navigate their future. 

Mark Sandys, chief innovation officer at Diageo, said: “The trends showcased underline the need for brands to embrace change, reimagine strategies, and stay agile in responding to evolving consumer needs, presenting itself as an essential tool for brands planning future innovation.” 

The report uncovered five global trends that are shaping consumer behaviour: Neo-hedonism, betterment brands, conscious wellbeing, expanding reality and collective belonging.

‘Distilled’ has been created by Diageo’s ‘Foresight System’, a digital tool developed by Diageo and its data and insight partners that monitors and tracks global conversations from web sources and social media platforms.  

The report also offers Diageo’s foresights for global consumer behaviours in 2024. This includes the increased popularity of fully customisable products and the rise of more immersive learning experiences.

Giles Hedger, global consumer planning director at Diageo, added: “Socialising is the wider behavioural category that drives total beverage alcohol consumption. At Diageo, our ambition is to understand socialising better than any company and to do so we need to understand the forces that are shaping it.”