DIAGEO Distilled A Diageo Foresight Report 2023

DISTILLED:
A DIAGEO
FORESIGHT
REPORT
Navigating trends,
shaping tomorrow
DECEMBER 2023
1
INTRODUCING
INTRODUCTION
THE FUTURE
Welcome to Distilled, a Diageo
foresight report that sets out the most
pressing consumer trends facing brands
today, regardless of industry or region.
Backed and supported by the Diageo
Foresight System™ - a powerful new
tool monitoring and tracking online
conversations around the world - Distilled
“
has been designed to help brands create
a strategy that will prepare them Socialising is the wider behavioural ‘category’ that drives
Total Beverage Alcohol (TBA) consumption - it’s the fuel that
for tomorrow. powers the engine. At Diageo, our ambition is to understand
socialising better than any company on Earth, and to do so
we need to understand the forces that are shaping it.
“
I’m delighted to invite you on this journey. Distilled is powered by our proprietary Foresight System.
To be the world’s best brand builder, Diageo knows This is the ‘Hubble Telescope’ of Diageo’s insight work.
that we must champion curiosity and drive a deeper It allows us to detect and track long term consumer shifts,
understanding of our consumers in all and approach our marketing and innovation ‘future-back’.
of our markets. This, in turn, is part of a comprehensive suite of interoperable
To be entrepreneurial in mindset and action, brands tools that together ensure our consumer understanding is
mustn’t be afraid to look beyond their own walls. second to none. Diageo’s total insight capability stretches from
With Distilled, I hope that brands find Diageo’s slow moving macro shifts to fast moving micro signals; from
insights a useful tool for planning future innovation, psyche and sentiment to behaviour and spending; from TBA
and that it encourages greater collaboration specifics like occasion and serve,
between us and the wider world so we can to social adjacencies like music, food & entertainment; from
continue to learn. here in the now, to tomorrow and beyond.
There are plenty of opportunities for brands to win Every corner of the map is critical, as we continue to shape
in 2024 and beyond, and adapting to these trends the future of social celebration.”
that are driving consumer behaviour will be essential
to this. Enjoy the read, and see you in the future.”
MARK SANDYS GILES HEDGER

Chief Innovation Officer, Diageo Global Consumer Planning Director, Diageo
DISTILLED: 2
A DIAGEO FORESIGHT REPORT
THE METHODOLOGY
The Foresight System is a powerful tool

developed by Diageo and our data and
Every trend in this report has been
insight partners. It monitors and tracks broken down into three levels:
global conversations from a wide range
of web sources and social media platforms,
to provide insight into how consumer trends
are developing across the world.
This highly sophisticated listening service
uses supervised learning and AI modelling
Level 1 Level 2 Level 3
to track and monitor conversations, group
them into trends and sub-trends that we will THE TREND WAYS IN CONVERSATIONS
explore in this report, and quantify them into
a propriety dashboard that allows Diageo What are the five trends that Within every trend, what are Within each ‘Ways In’, what are
to track in real-time. brands must align themselves the three or four ‘microtrends’ the specific topics that consumers
to if they are to remain ahead that provide multiple are talking about online, on social
Combining cutting-edge data from the of consumer behaviour? opportunities for brands to media, or in the news?
Foresight System with Diageo’s consumer capitalise on?
insight expertise, Distilled is an essential
tool for brands wanting to future-proof
themselves by understanding what consumers
are talking about around the world.
Timeframe Sources
“
The data presented in this report from % Growth Rates throughout Social media Languages
Diageo’s Foresight System is from the report reflect the increase in English
Combining cutting-edge data from July 2021 June 2023
conversations from the period Digital media
the Foresight System and penetrating July 2021
vs.
June 2023
YouTube
Chinese
Mandarin
foresight from our consumer insight June 2022 July 2022 Spanish
experts, we’re not just tracking Television
conversations; we’re decoding the Online

evolving nature of social interactions. forums
The Diageo Foresight System isn’t

a passive observer; it’s an active
influencer, shaping our day-to-day
activities and strategic decisions.”
ALBERTO ROMANO
Foresight System Lead
DISTILLED: 3
THE TRENDS
NEO-HEDONISM
Brands and products
for a Meaningful Life
1.4M + 39%
Conversations Growth rate
BETTERMENT BRANDS
Brands and products
Introducing the for a Better World
trends that are
driving today’s
5.6M
Conversations
+ 44%
Growth rate
consumer:
CONSCIOUS WELLBEING
Brands and products
for a Balanced Life
4.3M
Conversations
+ 30%
Growth rate
EXPANDING REALITY
Brands and products
for a Digital World
4.6M
Conversations
+ 94%
Growth rate
COLLECTIVE BELONGING
Brands and products
for an Inclusive and
28.7M
Connected World
+ 41%
Conversations Growth rate
DISTILLED: 4
NEO-
NEO-HEDONISM LEVEL 1 THE TREND LEVEL 2 WAYS IN LEVEL 3 CONVERSATIONS
HEDONISM
Brands and products
for a Meaningful Life
60% 150M
In the realm of indulgence, a fascinating
trend is unfolding – Neo-Hedonism.
While traditional pursuits of luxury and
excess still hold their allure, consumers
are expanding their definition of
hedonism, seeking new and innovative
ways to experience pleasure in their
everyday lives. of Millennials and Gen-Zers
Neo-Hedonism is all about infusing prefer to spend money on
life experiences (e.g. traveling
the everyday with sensorial delights.
& concerts) rather than monthly active users are
Whether it’s enjoying a culinary saving for retirement
masterpiece, basking in the beauty now on Discord, the instant
of nature, or connecting with loved (Source: Experian) messaging platform, which
ones in innovative spaces. has doubled its usage
within the past year
As financial challenges loom, (Source: Discord)
consumers are re-evaluating their
212.75BN
relationship with luxury and status.
Neo-Hedonism however gives rise
to democratised forms of indulgence,
$
where people seek meaningful
experiences rather than ostentatious
displays of wealth.
is the value of Global EcoTourism

market, which is expected to grow
by 14.7% from 2023 to 2032
(Source: Spherical Insights)
DISTILLED: 5
TRACKING WAYS IN VIA THE MICROTRENDS

THE TREND Brands that need a way in to Neo-Hedonism can embrace
the following microtrends and engage with consumers
wanting to expand experiences of indulgence and pleasure.
Neo-Hedonism is deeply relevant
in a world where balance and Unique Products Alternative On-the-go Indulgence
authenticity are prized over excess. & Experiences Social Spaces Products for All
It reflects a desire to find joy in the After enduring a pandemic-induced Consumers are reimagining the very As travel and exploration return, As the concept of luxury evolves,
everyday and connect with our sensory deprivation, consumers are
yearning to redefine indulgence and
essence of socialising. Dynamic venues
and evolved occasions provide a
a growing cohort of consumers
are seeking novel ways to see the
consumers want accessible, inclusive,
and more frequent indulgences that
surroundings in more meaningful elevate their lives. They are looking for canvas for them to shape novel and world, craving local experiences, resonate with broader audiences. This
ways. This trend invites us to unique products and experiences that
transcend the ordinary. This sub-trend,
memorable experiences, nurturing
an environment that fosters genuine
personal fulfilment, and nature-driven
adventures. Their thirst for measured
true democratisation of luxury means
making once-exclusive experiences
reimagine pleasure, transforming our fastest-growing ‘Ways In’, represents connections and enriching social risk-taking and immersive encounters and products available to a wider
a departure from the mundane and interactions. fuels demand for on-the-go products demographic, inviting more people to
it from a fleeting pursuit of embraces the extraordinary. and services – from ready-to-drink partake in the pleasure of indulgence.
extravagance to a sustained cocktails to services that connect
consumers directly with nature.
appreciation of the present moment.
Tracking the conversation around Neo-Hedonism:

July 2021–June 2023 Conversations Growth rate YOY
1.4M 39%
500K On-the-go Products
Neo-Hedonism
Total + Guinness Nitrosurge uses ultrasonic
technology to deliver beautiful smooth
Guinness time after time, allowing
400K consumers to enjoy the beautiful
two-part pour of a pint of Guinness
wherever they are, whether it is at
home or on-the-go.
300K
Alternative
Social Spaces 848K + 32% Alternative Social Spaces
284K 53%
Across the world, Casamigos is
200K On-the-go
+ renowned for taking over unique
NO. OF CONVERSATIONS
Products
social spaces. Its pop-up beach bars
bring a taste of Mexican tequila to
171K 36%
Indulgence consumers worldwide, from Sundance
100K for All + Film Festival to Amsterdam’s W-Hotel,
Jumby Bay in Antigua to All Points
East Festival.
0
Unique Products
& Experiences 128K + 72%
Jul – Dec 2021 Jan – Jun 2022 Jul – Dec 2022 Jan – Jun 2023
TIME FRAME
DISTILLED: 6
BREAKING DOWN THE WAYS IN

MOST DISCUSSED CONVERSATIONS
(Highest volume, with steady growth)
GROWING CONVERSATIONS
(High volume, with high growth rate)
Within each Ways In, what are the specific topics EMERGING CONVERSATIONS
of conversation that consumers are talking about? (Growing volume, with high growth rate)
Unique Products Alternative On-the-go Indulgence

and Experiences Social Spaces Products for All
Products and Inventions Socialising Spaces On-the-go accessories Ultra Luxury

that are designed to enhance for people to come together and that cater for consumers desire for local experiences, the pinnacle of opulence, going beyond
sensory experiences connect with likeminded individuals measured risk-taking, and nature-driven adventures the standard definition of luxury
+ 88%
Growth rate
+ 26%
Growth rate
+ 21%
Growth rate
+ 54%
Growth rate
67K
Conversations
296K
Conversations
121K
Conversations
112K
Conversations
Shifting Habits Innovative Immersive Celebratory Events Nomadic Service on Wheels Affordable Luxury Democratisation
away from traditional pursuits Experiences Experiences specifically high-tempo, Experiences that deliver directly to the offering a sense of luxury, style of Luxury
of luxury towards new and alternative spaces that match consumer’s doorstep e.g., and quality at an accessible
that surprise and delight where participants feel living to travel the world and with consumers having a
indulgent experiences consumers’ high-tempo food trucks and salon services price point to consumers
completely engaged in and explore new places greater perceived availability
lifestyles
absorbed by their environment and access to luxury goods
31K + 21% 19K + 72% 93K + 29% 54K + 61% 34K + 30% 7K + 71% 112K + 69% 18K +75%
DISTILLED: 7
REGIONAL EUROPE + 46%

CONVERSATIONS
YOY Regional
Conversation
Growth Rate’
TRENDING TOPICS:
Within Neo-Hedonism, what are the trending Immersive

Experiences Immersive art exhibitions are
seen as a top-most discussed
topics of conversation around the world? 52% 35%
theme in the region, emphasising
+
+
the desire for multi-sensory
artistic encounters. ASIA
PACIFIC YOY Regional
38%
Conversation
Nomad European countries are Growth Rate’
NORTH + Policy attracting digital nomads
53% through various policies, with

TRENDING TOPICS:
AMERICA YOY Regional
Conversation
+ reports suggesting that London
is leading the charge Pop Up Bars Community culture plays a
88%
Growth Rate’
significant role in the realm of
TRENDING TOPICS: + drinking, marked by innovative
developments like tokenised
access to experiences
Becoming a Resources like co-working
Digital Nomad spaces are seen as essential
+112% tools as more people adopt

remote, nomadic work for global
Nomad Cost
of Living Consumers discuss the cheapest
83%
exploration countries to be a digital nomad,
with brands providing tips to
+ travel in the current environment
Pop-Up Bars Pop-up bars have become
82% 35
popular, convenient, and Multi-sensory 360 degree exhibits and
+
76%
cost-effective options to enjoy
a quick drink LATIN AMERICA + % interactive engagement within
55%
+ tourism and art widely promoted
& CARIBBEAN YOY Regional
On the Go Camping, hiking, and

Conversation
Growth Rate’
AFRICA +
Accessories tenting are capturing hearts, YOY Regional
56% providing an escape to nature’s

TRENDING TOPICS: Conversation
Growth Rate’
+ tranquillity
Dining Attractiveness, service quality,
Experiences presentation, and overall
TRENDING TOPICS:
ambience are discussed as
63% important attributes to fine-dining Virtual Events Events and bars are offering
+ experiences
+ 128% immersive experiences that
engage multiple senses,
including virtual reality tours
Nomadic Latin America, particularly
Experiences Mexico City and Costa Rica, is
99%
Nomadic Digital nomad lifestyle is very
seen as a popular destination Experiences
+ popular in the region, with those
55%
for digital nomads seeking
adventure and work-life balance welcoming Namibia’s Digital
+ Nomad Visa
Immersive From museum exhibitions to

Experiences Affordable Affordable luxury has shifted to
brand promotions, consumers Luxury
73%
perfumes, jewellery, bags and
105%
are enjoying interactive
+ and immersive displays and clothing, as opposed to fine
experiences + dining, hotels and vacations
DISTILLED: 8
NEO-HEDONISM
BRAND
SPOTLIGHTS
We’ve spotlighted several external brands,
and one Diageo brand, that are helping
consumers seek meaningful experiences.
Don Papa:
Pasta Evangelists
In 2016, Pasta Evangelists’
House of Yes
House of Yes is a nightclub
and performing art space in
the heart of Brooklyn, known
Sugarlandia
set out to bring the pasta for wild parties with innovative
the founder grew up making themes, circus performers,
by hand with his nonna in burlesque dancers and more. Sugarlandia, the spiritual home of This interactive approach to consumer
Aupen Italy to British kitchens. The Founded by artists Anya Don Papa Rum, is an enchanting place experiences strives to heighten senses,
company has since delivered Sapozhnikova and Kae Burke, it inspired by the island of Negros in the with its symphony of flavours, scents, and
Bag brand Aupen is paving the the UK’s freshest, artisan is a creative collective designed
way when it comes to ‘quiet Philippines. It is a place that transcends sensations ensuring that consumers have a
pasta to the doors of more as a temple of expression
luxury’. Founded in Singapore than one million homes. Pasta
time, embracing the lush, fertile landscape different experience every time they travel
and known for being an ally
and sported by celebrities Evangelists offer at-home to the LGBTQIA+ community, where sugarcane thrives, with its dense to Sugarlandia. The brand’s commitment
including Taylor Swift, Kylie delivery pasta originating from with a strict pro-consent rainforest overshadowed by the majestic to alternative social spaces was
Jenner and Gabrielle Union, across Italy’s 20 regions, with policy. Partygoers can expect volcano Mount Kanlaon. As well as its exemplified through its immersive Gayuma
Aupen is a sustainable and weekly-changing menus and
ethical label founded on the
experiences that transcend the vibrant wildlife, the people of Sugarlandia launch in Amsterdam, which encapsulated
ingredients sourced seasonally ordinary, with evening themes add soul, personality, and a unique the shamanistic ideologies of the island of
principles of mindfulness and and sustainably from a network including ‘Hot Mess – Drag
self-care. Its affordable price of local Italian farmers and
sense of style to this extraordinary world Siquijor to provide an
Competition’ and ‘Animal
point caters for consumers growers. Since launching, Pasta Masquerade’. described quite fittingly by Don Papa as ever-changing, unique experience for
looking to achieve the A-lister Evangelists has expanded “odd but very marvellous”. every attendee.
look without breaking the bank. Discover more:
to meet consumer demands
for indulgent and immersive
www.houseofyes.org Across the globe, Don Papa is dedicated Don Papa strives to honour its brand roots
Discover more:
www.aupen.com experiences with their to bringing this Sugarlandia-inspired in every event it does, bringing different
Pasta Academy – including vibrancy to every event it hosts. Whether aspects of Filipino culture to life every time.
masterclasses, tasting and it is a bar or club, each Don Papa event
parties – and luxury Harrods
To find out more about Don Papa Rum and
is a meticulously crafted experience that
Pasta Bar. the Sugarlandia world, visit:
transports consumers to Sugarlandia
Discover more: through intricate storytelling, captivating https://www.donpaparum.com/
www.pastaevangelists.com visuals, and, of course, its premium Rum.
DISTILLED: 9
NEO-HEDONISM
We asked Diageo World Class

Neo-Hedonism 2024 Global Bartender of the Year 2023,
Jacob Martin, to bring this
SEEKING PLEASURE
trend to life as a cocktail.
IN NOVEL WAYS
Neo-Hedonism is poised for
growth, reflecting consumers’ What consumers will
be looking for in 2024:
COCKTTAIL
increased pursuit of pleasure
in new and diverse ways, within
A Midsummer
Snow
their budget. As consumers
Joyful Living Wanderlust Redefined Individualised Luxury
embrace a pleasure-centric
Consumers will be constantly The exploration and adventure Consumers are being driven by a
lifestyle that includes adventure, searching for novel experiences trend will continue to captivate desire for personalised experiences
personalised luxury, and that bring happiness to every consumers, with local travel, that align with unique tastes, drawn INSPIRED BY
hedonistic eco-consciousness, facet of life, whilst also prioritising nature-driven escapades, and to products and services that allow Jacob Martin
this trend will continue to evolve their wellbeing and mental health. curated staycations taking centre consumers to savour life’s pleasures
World Class Bartender of the Year 2023
Consumers desire pleasure in stage. The insights contained within in their own distinct way. Premium
in the coming year, redefining unconventional places and times, this report show a consumer shift experiences are today not defined Ultra-premium cocktail A Midsummer’s
indulgence for both brands challenging traditional norms of towards more intentional and by expense but by their ability to Snow is for those pleasure-seeking
and consumers. when and where happiness should mindful approaches to adventure, cater to individual preferences, consumers looking to inject luxury
be found. valuing unique experiences that showcasing a shift towards a more into their everyday lives.
contribute to a sense of discovery curated approach to luxury.
and personal growth. RECIPE/INGREDIENTS:
How brands can

• 30ml Don Julio reposado
• 20ml cacao blanco vermouth
engage in 2024:
• 7.5ml fino sherry
• 15ml recomposed grapefruit verjus
• 7.5ml red bitter
• 7.5ml cacao blanc liquer
DIEGO INFANTE Become Emotional Architects Reimagining Social Spaces Pleasure for All
• 10ml alo
Global Consumer There’s an urge for brands to step Brands need to invest in alternative With increasing numbers of
• Dash of Himalayan sea salt
Demand Insight Lead into the roles of “emotioneers” social spaces that offer distinctive consumers searching for hedonistic
and “sensory architects”, focusing experiences. Whether it is through experiences, brands must play METHOD:
on creating immersive narratives embracing pop-up events, themed a major role in continuing this
In a cocktail shaker, add all of your ingredients
that resonate emotionally with venues, or dynamic gathering democratisation of pleasure and and ice
consumers whilst establishing spots, this trend signals an ensuring experiences are accessible
Using a strainer, throw cocktail
a deeper connection through opportunity for brands to curate to broader audiences. Whether it is
Fill a highball with large cubed ice
engaging and multi-sensory unique, shareable moments that through creating affordable luxury
exeriences. reflect a consumer’s quest for offerings or budget-friendly multi- Pour in cocktail
meaningful social interactions. sensory experiences, brands need
to ensure they make indulgence
inclusive and attainable.
DISTILLED: 10
BETTERMENT
BETTERMENT BRANDS LEVEL 1 THE TREND LEVEL 2 WAYS IN LEVEL 3 CONVERSATIONS
BRANDS
Brands and Products
for a Better World
Consumers are increasingly eco-conscious,
81%
becoming more aware of the environmental
impact of their choices, and are seeking
ways to align their purchasing decisions
with their values and habits.
Enter the rise of Betterment Brands –
63%
businesses that embrace sustainability
and responsibility as core values, offering of people believe that social
guilt-free consumption. media has increased pressure
No longer is it enough for organisations on businesses for ESG
to simply provide a good or service. accountability
Consumers today are seeking brands that (Source: Sprout Social)
offer high-quality products whilst
demonstrating a commitment to social of consumers believe high
90%
and environmental responsibility. prices are the main obstacle
to adopting sustainability
(Source: Deloitte)
+
of S&P 500 companies
report on ESG
(Source: McKinsey Sustainability Report)
DISTILLED: 11

THE TREND Brands that need a way in to Betterment Brands can
embrace the following microtrends and drive positive
change for the environment, society, and communities.
The booming Betterment Brands
trend represents a transformation
in consumer expectations, Net Zero & Local Social Change
pushing companies to re-think
their strategy and purpose. By
Sustainability Wealth & Ethics
embracing new technology, Consumers are looking beyond products Increasingly consumers are looking to The fastest growing of our ‘Ways In’, people
material, ingredients and textures, to consider the entire supply chain when support local businesses and economies. are more aware than ever of social disparities
these brands are responding to purchasing. In response, innovative brands They are seeking brands that prioritise globally and are looking for brands that
are rethinking how their products and packs community impact and contribute to the demonstrate a genuine commitment to
consumer demand and providing are sourced, made, delivered and re-inserted wellbeing of their local areas through tackling key social inequality.
individuals the opportunity to into a circular economy. creating jobs, sourcing from local suppliers
make planet-positive choices. and communities or charity partnerships.
Tracking the conversation around Betterment Brands:

5.6M 44%
2M Net Zero & Recycling
Betterment
Brands Total + For every bottle of Indian whisky
brand Godawan that is sold, the
brand pays homage to the beautiful
1.5M
Net Zero &
Sustainability 4.5M + 37% but dwindling Great Indian Bustard
bird of which there are only 150 left
in the country, raising awareness for
the environmental conservation and
ecological preservation of the bird.
1M
Local Wealth
In Guatemala, Diageo works with over
500 women, through the Cooperativa

Rey Quiché, who make the hand-
crafted ’petate’ bands that adorn
500K Local
Wealth 837K + 65% every bottle of our Zacapa 23 Rum,
providing more than just an income
for these women but allowing them to
work from home and spend time on
0
Social Change
& Ethics 257K +119% their other responsibilities
TIME FRAME
DISTILLED: 12

Net Zero & Sustainability Local Wealth Social Change & Ethics
Circular Economy Carbon Footprint Supporting Local Buisnesses Inclusivity

by extending the life of products through a focus on reducing environmental impact with an emphasis that small businesses particularly in support of LGBTQIA+
recycling, re-using and repairing e.g. reducing electricity consumption are drivers for economic progress rights and combatting racism
+ 16%
Growth rate
+ 6%
Growth rate
+ 27%
Growth rate
+ 19%
Growth rate
625K
Conversations
625K
Conversations
297K
Conversations
325K
Conversations
Renewable Materials Nature Conservation Labour & Environmental Brand Partnerships Hyper-Local Impact Social Responsibility
with a particular focus on the highlighting the protection and restoration Regulations to promote community development, supporting communities, local economies actively engaging in initiatives
future of renewable energy of habitats and ecosystems economic growth and sustainability and the environment and practices to benefit communities
with new laws to protect environmental
and societal standards
287K + 32% 36K + 42% 44K + 11% 16K + 42% 250K +25% 15K +17%
Sustainable Supply Chain Offers & Rewards Human Rights

with calls to ensure sustainable practices including incentives for consumers to drive safeguarding the well-being and rights
throughout the supply chain local economic well-being of workers
109K +19% 5K + 20% + 48% 48K

DISTILLED: 13

CONVERSATIONS
YOY Regional
Conversation
Growth Rate’
TRENDING TOPICS:
Within Betterment Brands, what are the trending Recycling Organisations suggested
82%
70%
innovative ways to achieve
topics of conversation around the world? + circular economy, such as refills,
industrial waste mapping and
digital passport products ASIA +
36%
Conversation
Carbon Growth Rate’
+
The large carbon footprints
NORTH Footprint of household products and TRENDING TOPICS:
Conversation
Growth Rate’
+ 67% businesses, particularly in the UK,
and initiatives to reduce waste
were discussed
Gender
Equality
The inclusion of women and
upholding their rights in
TRENDING TOPICS:
Affirmative
Action Renewable energy is seen as
+83% Pakistan and India was widely
discussed, with brand-led
initiatives highlighted
Waste
49%
Initiatives such as converting an obvious answer to reducing
Conversion waste tires, glass bottles or carbon emissions
93% wooden houses were discussed + Disposal

+ of Waste Single-use plastic became
a key talking point in India
Affirmative
Action Consumers are being urged +81% after Prime Minister Narendra
Modi wore a jacket made from
single-use plastic
87%
to curb plastic production
+
Recycling is a major discussion LATIN AMERICA + % 31 Local
Businesses Government schemes in India
68%
Circular
& CARIBBEAN
73%
point, with a focus on bottles, YOY Regional were set up to aid and boost local
Economy
Conversation economies and communities
82%
electronics, packaging, and zero
+
waste initiatives like converting
waste tires and glass bottles
Growth Rate’
AFRICA + +
TRENDING TOPICS: YOY Regional
Conversation
Growth Rate’
Affirmative There are growing calls to adopt
Action company recycling initiatives, TRENDING TOPICS:
+92% from increasing recyclability

of packaging to programmes
around recycling glass bottles
Waste
Management
Waste management is seen as
a major issue, with private waste
Recycling Consumers are increasingly

+ 65% collectors asked for their support
and fashion brands using tech to
cut down on fabric waste
+89% switching out plastic bottles, single

use plastics, and plastic waste
Local
Businesses Initiatives and grants by
57%
Gender organisations and governments
Company initiatives for were highlighted, including
Equality gender equality across the + Kwara State Governor’s grant to
+82% region, including increasing

representation of women in the
workforce, were welcomed
at least 4000 artisans to support
their businesses
Recycling Recycle and reuse was discussed
+ 34% heavily, including business

initiatives around recycling
bottles and cans
DISTILLED: 14
BETTERMENT BRANDS
BRAND
SPOTLIGHTS
and one Diageo brand, that have encouraged
consumers to make more sustainable choices.
Carbon Fingerprint
Carbon Fingerprint is on a
mission to delete digital carbon
The Tequila
from consumers’ screentime
and “build a world worth
putting your phone down for”.
Through Carbon Fingerprint’s
Don Julio Fund

website, consumers can
Divine Chocolate measure how much digital
carbon their screentime
Divine is a global social
creates each month, sign up
enterprise committed to making
for a membership plan that
delicious chocolate that fights
exploitation. The company is Reform Studio will connect them with trusted
carbon removal projects, and Tequila Don Julio was founded and communities in which it As well as its commitment to
co-owned by Kuapa Kokoo Reform Studio is an award- certify their environmental nearly 80 years ago by Don operates. championing local communities,
Farmers’ Union, a co-operative winning design studio based impact. The brand wants to Julio v, an entrepreneur who was Don Julio is working hard to
of over 100,000 cocoa in Egypt that is on a mission to The fund’s ‘Hispanic Heritage
remove 1 billion tonnes of devoted to the land and his craft make a sustainable impact across
farmers in Ghana, with 40% promote the use of sustainable Month’ programme, based out
CO2 from the air every year all while taking care of his own Mexico, with its commitment
representation on the board, materials for everyday items of North America, extended this
by 2030, with their carbon within his hometown of Atotonilco to water leading to the brand
their stake being a first in the like fashion and furniture. commitment, opening its resources
removal partners - currently El Alto, Mexico. Fast-forward to receiving an ARA certification
Fairtrade World. For over two The brand exemplified this to Hispanic entrepreneurs across
One Tree Planted and today and celebrating Don Julio in 2021 for its work in making
decades, Divine Chocolate commitment by pioneering the the U.S. who are following their
Climeworks - directly capturing González’s legacy is deeply rooted its tequila production free from
and Kuapa Kokoo have been invention of a new material, heart like Don Julio González
carbon, removing it from the in the brand’s mission, particularly deforestation. But through
making quality chocolate whilst Plastex, an eco-friendly material did, or as the brand calls it; ‘por
atmosphere, and turning it into the focus on helping the local everything it does, Don Julio is
supporting local community that is made by weaving amor’. The programme awarded
wood and stone. communities that bring the brand dedicated to empowering the next
initiatives aimed at empowering discarded plastic bags. All five business owners with a
women, adult education, and Discover more: to life, including in Atotonilco Al generation of ‘Dons’ and ‘Doñas’,
Reform products and designs $20,000 grant and business
good governance. www.carbonfingerprint.io Alto where the brand still produces ensuring that it gives back to the
originate from this concept, support, including Vamigas,
its tequila. This commitment gave thriving Hispanic community that
Discover more: with the brand also dedicated a beauty company that uses
life to The Tequila Don Julio Fund, has given the brand so much.
www.divinechocolate.com to empowering women in its ancestral secrets and local,
local, rural areas who have less which was established in 2021 natural ingredients to counter the You can read more about
opportunities when it comes to and is just one way for the brand disproportionate exposure that Don Julio and its commitment
supporting their families. to give back. With the ambition of Latinas face to harmful chemicals to Diageo’s ESG-agenda here:
investing $1 million over the next in beauty products. https://www.diageo.com/en/our-
Discover more: four years in approved charities,
https://reformstudio.net brands/brand-explorer/don-julio
Don Julio is determined to have a
positive impact on the economies
DISTILLED: 15
BETTERMENT BRANDS
We asked Diageo World Class Global

Bartender of the Year 2023 judge
Betterment Brands 2024 and No. 1 50 Best Bar 2022 winner
A PATH TO PURPOSEFUL
Giacomo Giannotti to bring this trend
to life as a cocktail.
CONSUMPTION
Betterment Brands will play
an even more pivotal role
in the consumer landscape
during 2024, with this a What consumers will
fundamental change in
consumer expectations. In
Roots
COCKTAIL
the next year, the Betterment
Brands trend will continue to
shape how consumers perceive Socially and ecologically Creator Communities Sustainable Incentives
friendly initiatives
and engage with brands as Consumers today have also In today’s economic environment,
Consumers are making more become creators of products consumers will not sacrifice price
they strive to create a positive conscious choices in their daily lives and experiences, with local and and quality when it comes to INSPIRED BY
impact on the world. that are aligned with their personal community-based production buying sustainable products. Giacomo Giannotti
values and beliefs. on the rise. This has the potential Consumers will be looking for
Paradiso, Barcelona
They will seek out products to further promote sustainability, incentives through additional
and services that support empowering consumers to take benefits, discounts or even
eco-friendly solutions and an active role in production and membership options, turning good
Roots is for the eco-conscious consumer
hold companies accountable consumption, and encourage a intentions into actions.
looking to cut down on waste. Its ingredients
for their social impact. positive change.
– from soil to micro-herbs – pay homage to
Mother Nature and the concept of agriculture.
How brands can RECIPE

• 30ml Ketel One infused with local soil
engage in 2024:
(sterilised)
• 65ml verbena and peas cordial
• 100ml Roses soda
Transparency Purpose-Driven Initiatives Close the say-do gap • 10ml lemon juice
JAVIER CAMINO
• Garnish: peas & micro herbs
Global Culture and As NGOs and governments work When considering purpose-born Consumers are actively engaging
Futures Planning Director on tighter regulations, consumers marketing campaigns, brands must in conversations about Betterment
have also become more wary ensure that it truly matches who Brands, yet we still find that when it METHOD:
about what goes on behind- the brand is and what it represents. comes to making more sustainable In a highball glass, combine the Ketel One
the-scenes of brand’s actions. Sustainability-focused initiatives choices consumers have other infused vodka with the cordial
Transparency in business practices need to be tied to the brand’s priorities, such as price, availability, Next add the lemon juice and cubed ice
will be a cornerstone for brands, core, creating holistic sustainable and overall experience. Brands must Finally add the rose soda and garnish
who will need to provide clear solutions that cater not only to the focus on closing this say-do gap Do not shake or stir
and verifiable information about benefit of the planet but also to by giving consumers the ability to
their environmental and social consumer’s luxury and wellbeing make sustainable choices, removing
commitments. habits. physical barriers and making this
trend the social norm.
DISTILLED: 16
CONSCIOUS
CONSCIOUS WELLBEING LEVEL 1 THE TREND LEVEL 2 WAYS IN LEVEL 3 CONVERSATIONS
WELLBEING
Brands and Products
for a Balanced Life
38.5BN
From economic pressures to environmental
challenges, our fast-paced and interconnected
world is causing consumers to face an
$
unprecedented array of stressors. In response
to these growing concerns, a powerful trend is
emerging – Conscious Wellbeing.
$8.5TN
People across the globe are placing greater
emphasis on their personal wellbeing, how much the global functional
recognising the need to prioritise not only their and natural health food market is
projected to be valued at in 2033
physical health but also their psychological,
emotional, sexual, social, and financial (Source: Statista)
wellbeing. Moments of calm and relaxation
have become rare treasures.
The pandemic-era likely acted as a catalyst, the size that the wellness
accelerating a societal shift towards a more economy is expected to reach
78%
comprehensive view of health and wellbeing. in 2027, growing 8.6% annually
People are seeking not just fleeting moments over the next five years
of happiness, but sustained contentment and (Source: Global Wellness Institute)
fulfilment in their daily lives, prioritising self-
care, mindfulness, and emotional resilience.
of consumers think their

mental health is as important
as their physical health
(Source: Ipsos)
DISTILLED: 17

THE TREND Brands that need a way in to Conscious Wellbeing
can embrace the following microtrends and meet
consumer demands and their wellbeing goals.
Conscious Wellbeing reflects
a transformation in our At-home and Substitute & Decelerated Celebrating
understanding of what it Near-home Expanded Occasions Self-Love
means to be healthy and happy. Sanctuaries Products Amidst the whirlwind pace of modern
life, a countermovement is emerging,
Consumers are embracing self-care
and self-love, acknowledging the
Brands and businesses that People are creating havens within their Consumers are selecting products urging people to savour moments importance of physical, emotional,
homes that emulate the comforting not only for nutritional benefits but at a slower pace and encouraging
recognise and cater to these experiences of the outside world. also for mood-enhancing and mental disconnection from the hustle and
and mental health. This trend fosters
a culture of self-acceptance and
evolving needs are finding By curating their surroundings to
encompass all they need, they find
well-being properties. This trend
expands to other product categories
bustle. These newfound rituals foster
enriched social interactions and provide
appreciation, emphasising the
significance of mental wellness and
themselves at the forefront of convenience and tranquility without like fashion (smart materials) and
technology (wearables), as consumers
opportunities to appreciate the simple positive self-image.
venturing far from their home. pleasures in life.
a movement that is shaping the seek multifunctional solutions that go
beyond basic attributes.
future of health and happiness.
Tracking the conversation around Conscious Wellbeing:

July 2021–June 2023
Conversations Growth rate YOY
Substitute & Expanded Products
4.3M 30%
1.5M
Conscious Non-alcoholic apertif brand Aecorn
Wellbeing total + is meeting consumer desire for an
enhanced experience without the
alcohol. Its three products have
1.2M been designed to be enjoyed before
(‘Aecorn Bitter’), during (‘Aecorn Dry’),
and after (‘Aecorn Aromatic’) food
2.7M 40%
and have inspired cocktails including
Celebrating the ‘NOgroni’.
900K Self-Love +
Celebrating Self-Love
600K Substitute &
1.3M +19% Earlier this year, Baileys launched
Expanded Products ‘Deliciously Light’. The popular drink

now provides the same blend of Irish
190K 62%
cream and traditional Irish whisky
Decelerated
Occasions + but with 40% less calories, giving
300K
consumers the perfect option for an
afternoon treat when they can take a
125K 17%
At-home and moment to themselves.
Near-home +
Sanctuaries
0
TIME FRAME
DISTILLED: 18

At-home and Near- Celebrating Substitute & Decelerated

home Sanctuaries Self-Love Expanded Products Occasions
Cooking at Home Social Support Systems Wellbeing Gadgets Recreation

with consumers discussing the importance with an increase in online and community including fitness trackers and health with a focus on activities to
of healthy eating and trying new recipes support groups monitoring wearables relax, unwind and rejuvenate
+14%
Growth rate
+ 19%
Growth rate
+ 27%
Growth rate
+ 39%
Growth rate
190K
Conversations
766K
Conversations
552K
Conversations
48K
Conversations
Bringing Neighbourhood Mental Health Self-Care Expanded Experimental Meditation Digital Detox
Experiences Home Activities with awareness and with importance placed on Beverages Concoctions as consumers seek new by deleting social media apps
guidance around managing holistic well-being (mental, techniques and guided and deactivating accounts
with spa, yoga and workouts such as joining interest groups with a focus on non-alcoholic with exploration in ingredients
stress and anxiety physical, and spiritual health providers to train attention
becoming integrated into and volunteering to connect drinks, gut-improving beers and recipes for new sensory
and awareness
homelife with locals and herbal mocktails experiences
76K + 32% 36K +42.5% 348K +35% 223K +47% 44K + 37% 8K + 32% 23K + 24% 29K + 43%
DISTILLED: 19

CONVERSATIONS
YOY Regional
Conversation
Growth Rate’
TRENDING TOPICS:
Within Conscious Wellbeing, what are the Enhanced

Nutrition
Consumers note the importance
65%
of wearable sensors and apps
trending topics of conversation around the world?
65%
for personalised diets, with
+ start-ups that specifically
address mental health gaining ASIA +
significant attention
18%
Conversation
Growth Rate’
NORTH + Experience
at Home
At-home spa activities to foster TRENDING TOPICS:
AMERICA relaxation, home workouts to
43%
YOY Regional
Conversation support physical and mental Holistic
Growth Rate’ + health, and cooking at home are Wellbeing
Individual governments
promoted initiatives for
85%
important ways consumers are
TRENDING TOPICS: creating havens at home wellbeing, with the Pakistani
+ government, for example,
launching #Humraaz mental
Work Life Consumers are looking to ensure health app
Balance Functional
they fit in leisure activities to their Drinks Consumers are seeking non-
+78% daily schedules, such as taking

long walks
+ 41%
alcoholic wine and zero-alcohol
drinks Support
Groups and
A shift is being acknowledged
from an individualistic
Communities approach to self-care to a
73%
AI Fitness The benefits of health tracking communal approach, termed
+70% devices are being acknowledged,

however concerns have
emerged over privacy and
+ “community care”
personal data sharing
27
Working from
Home Suggestions for maintaining
LATIN AMERICA + % 41%

a healthy work-life balance,
Burnout preventing burnout and
36%
“Bed rotting” was a trend +
& CARIBBEAN
47%
YOY Regional prioritising self-care
sweeping TikTok in the context of
Conversation
+ self-care, with people, particularly
Gen Z, choosing to stay in bed
Growth Rate’
AFRICA +
all day YOY Regional
Growth Rate’
Digital Consumers are undergoing
Detox digital detoxes, by deleting TRENDING TOPICS:
+78% apps or deactivating social

media accounts
Mocktails
93%
Popular non-alcoholic
beverages were discussed
+
Therapy Individuals openly sharing
+71% strategies for supporting their

mental health
Meditation
+ 85%
Consumers note the benefits
of meditation, in hope of
restoring mental health, sleep,
and happiness
Self-Care People are engaging in
+ 78% volunteering activities to instil

a sense of belonging
DISTILLED: 20
CONSCIOUS WELLBEING
BRAND
SPOTLIGHTS
and one Diageo brand, that have helped
consumers reach their wellbeing goals.
Dr Wills
Captain Morgan:
Enjoy Slow
Started in 2015 by a real-life
doctor, Dr Wills is on a mission
Skin + Me to help consumers enjoy the
food they want without the
Skin + Me was launched in hidden sugars and added
2020 by a team of experts who junk. Its condiments - including
wanted to remove complexity Tomato Ketchup, BBQ Sauce, Panda Health
from the world of skincare and Sriracha Hot Sauce - never
and make it accessible for contain anything artificial and South African app Panda Captain Morgan is a brand centred With consumers set to develop new
everyone, delivering consumers are naturally sweetened with Health is committed to on spice, individuality, and fun, rituals to help build ‘moments of
with a personalised solution empowering people to be deceleration’ into their day, Captain
dates, tomatoes, and apples. and its recent ‘Enjoy Slow’ campaign
that works for them. Customers Dr Wills is also committed to proactive on their mental
health journey. Its mobile championed these values while Morgan is continuing its broader
complete an online skin creating products that have the
app allows users to get encouraging consumers to drink at commitment to ‘moderate drinking’
consultation and submit photos smallest impact on the planet,
of their face, before receiving a meaning their condiments are access to tailored content, their own pace. with the launch of Captain Morgan
bespoke treatment plan based guilt-free for both the health assessments, and 1:1 therapy, Spiced Gold 0.0%, Captain Morgan’s
as well as allowing people ‘Enjoy Slow’ was the brand’s biggest-ever
on their unique skin concerns and eco-conscious consumer. first alcohol-free offering. The
to join anonymous group global responsible drinking campaign,
and goals. By providing a
Discover more: accompanying campaign, ‘Why you
unique skincare solution, Skin + sessions in forests and learn and with the help of multi-award-winning
www.dr-wills.com Whying’, used humour to challenge
Me is meeting the demands of from others on topics ranging singer, songwriter, and rapper Bree
from anxiety to depression. the negative societal pressure of being
people seeking a personalised Runway, it called on people around
approach to their self-care. Panda also provides proactive asked ‘why aren’t you drinking?’ when
the world to celebrate slower; to be
mental health care specifically people choose a non-alcoholic beverage.
Discover more: for businesses and high- confident to say no to a drink or another
https://www.skinandme.com performance staff, as well as round if they wish and, ultimately, To read more about
specifically for insurers. moderate their drinking. Captain Morgan, visit:
Discover more: www.diageo.com/en/our-brands/
www.joinpanda.com brand-explorer/captain-morgan
DISTILLED: 21
CONSCIOUS WELLBEING
We asked Diageo World Class

Global Finals Judge and World
Conscious Wellbeing 2024 Class Global Bartender of the Year
NURTURING HOLISTIC
winner 2014 Charles Joly to bring
this trend to life as a cocktail.
WELLNESS
As global stressors intensify,
consumers are becoming more
conscious of their overall health
and happiness. Conscious
Wellbeing signifies a significant
What consumers will
COCKTAIL
The Curtain
shift towards holistic wellbeing,
encompassing emotional,
social, and psychological
aspects of life, with this trend
likely to evolve as both brands
Wellbeing Management Mood-Boosting Food
Consumers will be actively seizing and Beverages
control of their health, to the Consumers will continue looking
Beauty Everywhere
Consumers are no longer content
with surface level enhancements;
Call
and consumers recognise extent of even biohacking, with for products that are designed they will crave products that go
INSPIRED BY
this significance. a constant search for tools that not only for their nutritional value beyond aesthetics, offering a
enhance not just physical health but also for their mood-enhancing holistic approach that nourishes, Charles Joly
but also mental, social, and even properties. Expect a growth in rejuvenates, and elevates their World Class Bartender of the Year, 2014
spiritual wellbeing. This pursuit nutraceuticals, functional foods, natural beauty.
of a well-rounded, harmonious and adaptogenic beverages The Curtain Call is for those looking
lifestyle is reshaping both digital that can help consumers for a non-alcoholic option, as well as
and physical landscapes, manage their mood. consumers who want to immerse
reflecting a holistic approach themselves in bar culture whilst limiting
to health solutions. their daily consumption.
engage in 2024:
• 25ml kumquat cordial
(use any orange-type citrus)
• 100ml alcohol-free sparkling wine
• 50ml Seedlip Grove 42
ANA DE LA GUARDIA Understand your Role Tech for Health Privacy and Transparency
Breakthrough Innovation Brands must understand what We have seen a surge in However, as brands venture METHOD
Global Head of Planning their role is in society’s search mental health and wellness into health and wellness Combine Seedlip Grove 42 with cordial in
for holistic wellbeing. Whether tech, which is a response to the technologies, data management a shaker or glass and stir
it is wellness-oriented food or escalating need for accessible and privacy must take centre Pour mixture into a chilled champagne flute
clothing designed for comfort resources. Brands must keep stage. The sensitive nature of Top with alcohol-free sparkling wine
and emotional wellbeing, brands investing in the development of health data demands rigorous Garnish with sliced kumquat and lemon twist
have the opportunity to shape the user-friendly apps, wearables, privacy measures, and brands
future by carving out unique and and online platforms that must ensure they implement
meaningful roles and purposes empower individuals with stress transparent policies, informed
that resonate deeply with management, meditation, and consent mechanisms, and robust
consumers’ wellness lifestyle. emotional support. security protocols to comply with
data protection regulations.
DISTILLED: 22
EXPANDING
EXPANDING REALITY LEVEL 1 THE TREND LEVEL 2 WAYS IN LEVEL 3 CONVERSATIONS
REALITY
Brands and Products
for a Digital World
In today’s increasingly digital-first world, the
865.2M
boundaries between the online and offline
have blurred, giving rise to a trend known
as Expanding Reality. With the maturation
of digital infrastructure and widespread
connectivity, our daily interactions span the
digital and physical worlds seamlessly.
$1.1TN
Technological advancements such as Virtual how many users
Reality, Augmented Reality, and Mixed Reality the Esports market is
are revolutionising how we perceive and expected to have by 2027
interact with reality. Coupled with increasingly
(Source: Statista)
interactive and immersive platforms, these
technologies are shaping a new paradigm
of experiences that transcend the traditional
boundaries of the digital landscape. how much the global
85%
Welcome to an emerging social ‘phygital’ space augmented reality market is
that has become a significant part of modern projected to grow to by 2030
life; where online connections are as authentic (Source: Fortune Business Insights)
and meaningful as in-person interactions.
of jobs that will exist

in 2030 have not even
been created yet
(Source: Dell Technologies
and the Institute for the Future)
DISTILLED: 23

THE TREND Brands that need a way in to Expanding Reality can embrace the following
microtrends and engage with this reshaping world of socialising.
As we venture further into this AI-enabled Digitalising the Boosting the High-tempo Digital
Expanding Reality, we find Relationships Physical World Creative Class Experiences
ourselves exploring uncharted Our fastest-growing ‘Ways In’, the The digital world now holds as As digital tools become increasingly The immersive and interconnected
territories where the possibilities rapid proliferation and widespread
adoption of everyday technology has
much importance as the physical.
Consumers are experiencing products,
accessible and affordable, a surge
of creative energy is manifesting
nature of the digital environment
is redefining how consumers seek
are endless. The lines between opened vast possibilities for brands services, and events in ways previously in online environments. People are excitement and escape from everyday
and consumers. ‘Internet of Things’ unimaginable – with digital concerts, embracing their artistic potential, life. The digital space, with its vast array
imagination and tangible devices, chatbots, and advancements merchandise and even worlds. Virtual empowered by advanced digital of experiences, is increasingly becoming
in AI and Machine Learning have consumption is gaining parity with platforms and tools, and giving way a substitute for traditional high-tempo
experiences are blurring, transformed the consumer experience, its physical counterpart, as people to a rise in concepts such as cryptoart in-real-life events.
changing the future of human simplifying tasks and fostering a sense
of constant connection.
embrace the seamless integration
of both spheres.
and NFTs. The ‘Creator Economy’
brings a fresh and dynamic perspective
experience in ways we could to the creative landscape.
have never imagined before.
Tracking the conversation around Expanding Reality:

2M AI-enabled Relationships
Seedlip has created Elli,
an AI-Enabled Cocktail Concierge
Expanding
Reality Total 4.6M 94%
+
that helps consumers learn about
the brand’s cocktails, how to make
1.5M them at home, as well as teaching
consumers about the brand’s values.
1M
Digitalising the
Physical World 2.9M + 81% High-tempo Digital Experiences
893K 61%
Guinness and Ripples partnered
High-tempo Digital
+ to create the ‘Stoutie’, a dedicated
Experiences
machine that prints selfies and other
images on the head of a Guinness
471K 134%
500K AI-enabled pint, delighting customers with a truly
Relationships + personalised product.
0
Boosting the
Creative Class 409K + 105%
TIME FRAME
DISTILLED: 24

Digitalising the AI-Enabled Boosting the High-tempo

Physical World Relationships Creative Class Digital Experiences
Digital Marketplace AI-Powered Features Digital Art AR Events

allowing consumers to buy including personalised recommendations with consumers particularly with AR applauded for raising the bar
and sell digital currency for shoppers interested in trading such art of in-person and virtual gatherings
+16%
Growth rate
+ 68%
Growth rate
+ 27%
Growth rate
+ 22%
Growth rate
625K
Conversations
39K
Conversations
297K
Conversations
121K
Conversations
Virtual Gaming Tech for Health AI Personalisation AI Regulation Traditional to Tokenising Digital Stage NFT Memberships
particularly conversations over with VR noted as an option specifically brands that with consumers discussing Digital Art Beyond Art Performances Members of specific NFTs
the integration of technologies for conquering phobias use technology to connect concerns over privacy can access exclusive content,
like Blockchain, AR, and VR and AI providing skincare
with this a growing shift and how this technology can with consumers excited
more personally with their and security particularly discussed be applied in the real-world about utilising technologies events, locations and rewards
recommendations consumers across Africa for various performances
190K +46% 64K + 89% 54K + 73% 73K + 85% 44K + 11% 16K + 42% 121K + 28% 26K + 45%
Digital Entities Research &
such as avatars which Development
are digitally-generated
the continuous exploration
representations of people
and innovation in digital
or objects
technologies
51K + 39% 42K + 20%

DISTILLED: 25

CONVERSATIONS
YOY Regional
Conversation
Growth Rate’
TRENDING TOPICS:
Within Expanding Reality, what are the trending Personalised Consumers discuss VR and AR
Recommendations enabled try-ons in the fashion
topics of conversation around the world? 148 79%
industry, as retailers seek to
+ % reduce “return item” volumes
ASIA +
95%
Data Privacy Conversation
Large companies stressed the Growth Rate’
NORTH + + 129% importance of data privacy and

security in AI TRENDING TOPICS:
Conversation Data Privacy
There are concerns around
96%
Growth Rate’
digital security, or the lack of it
TRENDING TOPICS: +
AI Productivity AI is acknowledged as
165%
AI in Ecommerce trends including VR,
transforming a variety of Ecommerce AI chatbots, and personalisation
+ industries, with AI chatbots
91%
of ads were prominent, including
highlighted to connect brands AI elevating shopping experiences
with customers and foster + through personalised suggestions
engagement and recommendations
Tech for Health
92%
Consumers note the traction
of AI in healthcare technology,
such as chatbots for scheduling LATIN AMERICA + % 95
AND CARIBBEAN YOY
75%
+ appointments, personalised Regional
treatments, and even AI-robots Conversation
for surgical procedures Growth Rate’
AFRICA +
TRENDING TOPICS: YOY Regional
Conversation
Growth Rate’
Supporting Artists actively engaged with
Emerging Artists platforms that are tailored to TRENDING TOPICS:
+109% their local communities, sharing

their digital artworks AR Events Productivity boosting AI
AI Chat Bots Debates circulated about

+ 112% tools, including virtual chat
capabilities, automated meeting
insights, and image editing tools
108% AI’s potential to diminish were welcomed

+ human creativity, specifically
in artistic fields
AI Productivity AI is playing a role in
Digital Art #cryptoart was heavily + 105% personalisation, for example
helping consumers to analyse
+102% discussed, specifically those that

are created for the
Hispanic community
their clothing choices based on
personal style and identity
Digital The growing trend of artists

Art Hype increasingly transitioning from
+ 83% traditional to digital art was

highlighted, along with the
role this plays in supporting
emerging African artists
DISTILLED: 26
EXPANDING REALITY
BRAND
SPOTLIGHTS
consumers live out new digital experiences.
NotCo
Johnnie Walker:
NotCo is a Chilean food-tech
company that uses Artificial
Amnesia – Intelligence to replicate CULT&RAIN
plant-based alternatives to
Adapted Reality
Decentraland animal-based food products. CULT&RAIN is a tech-enabled
The brand developed designer streetwear brand
Amid the COVID-19 pandemic,
‘Giuseppe’, an AI programme, from New York. Founded in
the nightclub Amnesia Ibiza
to understand everything about 2022, its mission is to
launched its first virtual club in
the foods consumers love to eat produce exclusive “PHYGITAL”
the Decentraland Metaverse.
and look for ways to recreate fashion, digital wearables,
Users could move through
them, replacing all ingredients & metaverse artifacts, with For over two centuries Johnnie collaborating with American a music event in the metaverse,
three iconic spaces (the terrace,
that use animal by-products for the creation of CULTR WORLD, Walker has been committed rock band Guns N’ Roses the brand is committed to
the Amnesia arena, and the
plant-based ones. By analysing its own Metaverse experience, to pushing the boundaries of to create an AR lightshow taking bold new steps into this
museum room), to listen to
the structure of animal-based highlighting its dedication to what’s possible in whisky, with its experience at a concert in expanding reality.
some of the world’s biggest
food at its molecular level, the Web3 atmosphere. In 2022, constant search for progress and Bogotá, Colombia. Activated
artists, watch live sessions from Johnnie Walker knows that
Giuseppe’s algorithm is helping CULT&RAIN launched a sell-out innovation earning its position from QR codes, fans used their
Ibiza, and enjoy content on the attracting consumers who
to create a more-sustainable collection of luxury sneakers today as the biggest whisky cameras to view AR images
history of the island. The virtual seek culturally relevant brands
world by replacing animal and Varsity jackets produced brand in the world. However, of the band and the Johnnie
amnesia store also included is essential to maintaining
products, while helping its food from cutting-edge 3D animated whilst staying true to the brand’s Walker brand as they rocked
exclusive NFT merchandise relevance, and its commitment
to taste even better. NFTs and paired with luxury legacy, Johnnie Walker is out at the outdoor venue, an
and virtually and physically to fulfilling this important new
physical counterparts, before committed to looking to the experience that combined both
usable artists. Virtual Amnesia Discover more: landscape of expanding reality
stepping up a notch this year future and attracting the new physical and digital to create
brought to life the true essence www.notco.com will do just that.
with another collection of generation of whisky drinkers. a truly memorable brand-led
of a 3D club, combining iconic
NFTs paired with physical experience. To find out more about the
elements of the music and To help build new connections
luxury hoodies. ‘Journey of Flavour’ tour at
nightlife industry in a fun and with consumers, Johnnie This is only the tip of the iceberg;
Discover more: Johnnie Walker Princes Street,
technological environment. Walker is adopting new from adding AR to its ‘Games of
www.cultandrain.com/about visit: www.whatsyourwhisky.
technology. In 2022, the brand Thrones’ whisky offering in 2020, com/en-row/intro
adopted Augmented Reality; to entering the Web3 space with
DISTILLED: 27
EXPANDING REALITY
Expanding Reality 2024 We asked Diageo World Class GB

Bartender of the Year 2023 and
winner of the Don Julio Challenge
REDEFINING HOW WE
at the 2023 World Class Global
Finas Matt Arnold to bring this trend
EXPERIENCE THE WORLD

to life as a cocktail.
The Expanding Reality trend

will continue to redefine how
consumers experience the
world, blurring the boundaries What consumers will
between the physical and COCKTAIL
Metric
the digital. 2024 will bring
boundless opportunities
to enhance and augment
everyday life, embrace new
realities and create new
Immersive Learning
Virtual social interactions will
be taken to the next level. From
Digital Shopping
Transformation
Consumers will be on the lookout
Full Personalisation
Consumers will be looking for
fully customisable options in
Margarita
spaces for people to socialise students leveraging immersive for personalised, immersive, their favourite brands and
INSPIRED BY
learning experiences to VR and product showcases that mimic products, not only in how they
and interact. AR applications enabling hands- in-store shopping. E-commerce shop for them but in the way Matt Arnold
on learning of historical sites, will need to undergo a virtual they personalise them. World Class GB Bartender of the Year 2023
societies search for knowledge transformation to match
and exploration will not be consumer wishes for enhanced The Metric Margarita has been designed
restricted to the physical world. online shopping satisfaction. around reducing the carbon footprints of
each ingredient whilst innovating those
products alongside the use of AI.

• 60ml Don Julio blanco
engage in 2024: •
•
18g metric margarita powder
50ml water
EFRAIN ROSARIO Enhanced Virtual Embrace Web3 Metaverse Expansion METHOD:

Global Futures Shopping Collaboration Brands must explore the potential Brands need to increasingly Build all ingredients in a tin or shaker
Planning Lead The business landscape will of Web3 and decentralised venture into the metaverse and Stir to dissolve the powder
see a shift towards immersive platforms to engage with niche embrace advanced virtual Pour over ice into a rocks glass
virtual collaboration to further communities. Blockchain-based spaces and experiences. We
enhance global interconnectivity, fan tokens, community-driven will likely see a growth in
with brands needing to invest in projects, and social tokens will virtual storefronts, interactive
technologies like AR and VR for gain traction in brand-customer events, and immersive product
remote meetings, training, and relationships. showcases.
product development.
DISTILLED: 28
COLLECTIVE
COLLECTIVE BELONGING LEVEL 1 THE TREND LEVEL 2 WAYS IN LEVEL 3 CONVERSATIONS
BELONGING
Brands and products
for an Inclusive and
Connected World
At a time when it can feel like society has
48%
become less tolerant, there is a growing
yearning for Collective Belonging. In response
to provocative headlines and polemic debates,
consumers are increasingly seeking real world
and virtual spaces that embrace unity and
acceptance and unite them with
53%
like-minded individuals.
of 18-44-year-olds engage
Fuelled by technology, this has led to the in digital communities, more
proliferation of niche online and offline so than they do in real life
communities, where people can connect with communities
those who share their passions and values.
(Source: Mindshare)
With a community out there for every interest,
this is reshaping how consumers achieve a
sense of belonging, as their passions become of consumers aged 27-58
50%
what connects them to people from different assume a brand is doing
nothing, or hiding something,
backgrounds and geographies.
if it does not communicate
its actions to address
+
societal issues
(Source: Edelman)
of buyers in the US between

18 and 29 believe brands
should take a public stance
on current issues
(Source: Hubspot)
DISTILLED: 29

THE TREND Brands that need a way in to Collective Belonging can
embrace the following microtrends to meet consumer
demands and bring together people and passions.
People are increasingly
gravitating towards virtual and
‘IRL’ (in real life) spaces that
Championing Connecting Brand-Built
provide a sense of inclusivity, Inclusive Cultures Passionate Fandoms Communities
where their interests and passions Beyond demographic markers, people crave Fans invest emotionally in the brand itself,
Consumers seek brands that empower
take centre stage. everyone to express themselves authentically, meaningful connections with like-minded forming a strong sense of connection with
ensuring that every voice is heard and valued. individuals who share their values, interests, others who share their obsession and affinity
While equal access is important, the concept and passions. Brands are taking the lead in for the brand’s offerings. By creating unique
of equity takes centre stage, and with this supporting and nurturing these passionate environments, products, and symbols,
being our fastest-growing trend it emphasises fandoms, providing platforms for individuals brands provide opportunities for individuals
the crucial role of brands in supporting those to bond and forge genuine connections. to proudly signal their “membership” in the
who are underrepresented. brand-built community.
Tracking the conversation around Collective Belonging:

10M Championing Inclusive Cultures
Collective
Belonging Total 28.7M + 41% Smirnoff’s “We Do We” marketing
campaign promoted a collective
spirit that transcends cultural, social,
8M and geographical boundaries, with
Championing
Inclusive Cultures 24.6M + 42% the brand celebrating individual
differences and the unity of people
from all walks of life.
6M
Connecting Passionate Fandoms
In 2023, Bailey’s became the

4M
official partner of the Eurovision

Song Contest, the annual event that
brings fans together from across the
2.2M 38%
Brand-Built world in a joyful celebration that
2M Communities + champions inclusive and diverse
cultures and communities.
1.8M 32%
Connecting
Passionate +
Fandoms
0
TIME FRAME
DISTILLED: 30

Championing Connecting Brand-Built

Inclusive Cultures Passionate Fandoms Communities
Diversity Disability Niche Online Influencer

Initiatives Inclusiveness Subcultures Communities Sponsorship
including brands hiring with consumers raising awareness with consumers discussing the influence after Covid fuelled a growing wish where businesses partner with social media
diversity experts of popular stereotypes of these on mainstream culture for consumers to connect online influencers with a large following
+ 25%
Growth rate
+22%
Growth rate
+ 44%
Growth rate
+ 49%
Growth rate
+ 67%
Growth rate
2.4M
Conversations
2.2M
Conversations
287K
Conversations
207K
Conversations
372K
Conversations
Pop Culture Support Systems Sports & Gaming Celebrity Fandoms Hyperlocal Collaboration Community-Centric
as famous brands and celebrities particularly organisations that launched with this seen as a crucial way with brands using popular celebrities & Partnership Projects
celebrate diversity support systems to assist employees of connecting society to gain share amongst their followers
focused on brands collaborating with with small businesses and brands to drive
local influencers innovation and engagement
1.1M + 38% 1.9M + 32% 263K + 20% 52K + 41% 38K + 37% 33K + 80%
Food & Beverages Limited Editions Offerings

as brands bring people together using this is seen as a popular way for
shared tastes and culinary experiences brands to interact with their fans
227K + 36% 22K + 26%

DISTILLED: 31

CONVERSATIONS
YOY Regional
Conversation
Growth Rate’
TRENDING TOPICS:
Within Collective Belonging, what are the EA & FIFA The fusion of sports, gaming, and
121%
39%
culture provided a platform for
trending topics of conversation around the world? + fans from different backgrounds
to connect, compete, and share
their love for football ASIA +
42%
Conversation
Diversity Growth Rate’
The rights of neurodivergent
NORTH + Initiatives children was discussed, with TRENDING TOPICS:
Conversation
Growth Rate’
+ 78% stereotypes associated with
diseases such as ADHD and
Autism highly discussed
Indian Premier
League
Consumers credited the Indian
Premier League for creating fan
TRENDING TOPICS:
Celebrity Fans were excited about
+105% zones to cater viewers in remote
areas of the country, as well as
the League’s encouragement of
Disability Individuals and brands stood Partnerships famous brand ambassador female fans following the league
63%
Pride Month up for specific communities, appointments, particularly with
+81% celebrating Disability Pride Month

and supporting individuals facing
racism amongst others
+ celebrities that aligned with
consumer values Content
Communities Fan clubs of Korean and Indian
91%
content creators celebrated their
association with various brands
+
Web3 Brand
67
Users were looking to join
Communities like-minded communities on
71%
Women in Sport LGBTQIA+ inclusion in the
LATIN AMERICA + %
social platforms, including rise of
+ Web3 community-owned brands
58% workplace, specifically during
& CARIBBEAN
38%
YOY Regional + Pride Month, was a popular
Conversation conversation
Growth Rate’
AFRICA +
YOY Regional
Growth Rate’
Fight against
Gender Feminism and the fight against
Violence gender violence dominated TRENDING TOPICS:
170%
consumer conversations, driven
by various protests and rallies Brand
Well-known brands lead
+ Community
75%
projects for community upliftment
across the continent
Celebrity Consumers appreciated how
+
Collaboration the collaboration between
+91% celebrities and brands brings

communities together
Dance
Subculture
A growing number of
‘subcultures’ was noted, such
Art & Music

Conversations surrounding films
+ 59% as the Jamaican Dancehall
subcultures and the 50-year-old
Hip Hop culture
Subcultures
74%
and music, and how these shape
lives and identities
+ Celebrity
Endorsements Celebrities were utilised by
55%
brands for endorsements and
wider reach, increasing fanfare
+
DISTILLED: 32
BRAND
SPOTLIGHTS
consumers unite and feel a sense of belonging.
South Korea’s
‘Grey-Pop’
We’ve all heard of ‘K-Pop’, but
Guinness:
‘Grey-Pop’ is the new buzzword
in South Korea as elderly
influencers gain legions of fans
worldwide. ‘The Ahjussis’ for
Black Shines
Virgin Atlantic “See example are all over the age
of 60 but have defied their
the world differently” age to emerge as one of South
Brightest
Virgin Atlantic has always Korea’s latest supergroups. This
championed individuality and phenomenon however is not
its 2022 campaign “See the
Bumble only connecting passionate
World Differently” celebrated Bumble, the dating and social fandoms across the world, but
the uniqueness of its people networking app, was founded importantly is also helping
and customers. The advert by CEO Whitney Wolfe Herd to tackle one of the country’s
follows a group of individuals in 2014 to empower people to growing issues - its aging
on their travels with Virgin make meaningful connections population. Over 65s account
Atlantic, on the ground and across dating, friendship, for 20% of the country’s Despite its association with Ireland, People of African heritage come connect through iconic merchandise,
in the air. This was reinforced and professional networking. population with the suicide Guinness has become deeply rooted together around the world and collaborations with famous music
by a print campaign made Bumble is women-first, built on rate of people over 66 being in modern African culture. With a rich celebrate with Guinness, with ‘Black artists, partnerships in sport such as
up of shots of Virgin Atlantic the belief that when dating is one of the world’s highest, with history and huge popularity across Shines Brightest’ highlighting this Six Nations Rugby, even dedicated
crew and customers, with lines better for women, it’s better for ‘Grey-Pop’ helping to tackle the continent, Guinness is dedicated commitment. In London, for example, Instagram pages that review
championing their individuality, everyone. The popular dating pre-existing views on aging. to bringing this heritage to life. Guinness championed the local the quality of poured pints. And
including a female Captain app is focused on empowering community at Notting Hill Carnival with Guinness’ global popularity
with the line ‘Born to fly’ and a This was exemplified in the brand’s
equitable connections, no 2023, the annual celebration of Afro- continuing to grow, not just in Africa,
businesswoman saying, ‘I am 2021 ‘Black Shines Brightest’
matter the type of relationship, Caribbean culture, with its grassroots this community is only getting bigger.
my own captain’. The campaign campaign, a Pan-African campaign
and built around kindness, programme ‘Original Sounds
is a colourful celebration of the that celebrated how Guinness To read more about Diageo and how
respect and equality. Collective’ encouraging women
diversity of the world around has been enjoyed across Africa it creates belonging across cultures
Discover more: from diverse backgrounds to get into
us, and sends a message that for over a century. The campaign today, visit:
www.bumble.com Carnival culture.
everyone is welcome onboard brought together passionate and www.diageo.com/en/our-brands/
with Virgin Atlantic. creative individuals, celebrating Building communities is engrained brand-explorer/guinness
African creativity and ingenuity and in Guinness; ‘communion’ is
Watch the campaign here: featuring some of the best-known ultimately one of its three core
www.youtube.com/ local culture makers. values. Fans around the world
watch?v=a1eOmsEG01k
DISTILLED: 33
Collective Belonging 2024 We asked Global Tanqueray

Ambassador, Jenna Ba, to bring
CONNECTING IN A
this trend to life as a cocktail.
FRAGMENTED WORLD
Collective Belonging will
continue to shape how What consumers will
consumers find connections be looking for in 2024: COCKTAIL
and a sense of belonging in

No. TEN
Martini
a more fragmented world. Genuine Connections Finding their Tribes Advocating for
As consumers increasingly Consumers will continue to look In today’s interconnected Inclusive Narratives
value individuality, niche for authenticity and individuality, world, niche communities and Consumers will continue to be
steering towards brands and individuals with particular vocal advocates for inclusivity
community engagement, and micro-communities that resonate interests are thriving, finding and diversity and will gravitate INSPIRED BY
the integration of digital and with their personal values and unique connection spaces and towards brands that champion
real-world connections, this interests, and offer havens of opportunities. These consumers similar causes. The connection Jenna Ba
trend will evolve to emphasise belonging and shared identity. are discovering like-minded between consumers and brands Tanqueray Global Brand Ambassador
individuals globally through extends beyond products,
inclusivity, community-driven authentic and personalised reflecting a shared commitment The martini is having a moment.
initiatives, and authenticity. experiences, with consumers set to meaningful change. However you enjoy yours, this elegant
to continue to share, explore, and drink transcends time and there is one
celebrate their specific interests. for every consumer, tapping into that
‘collective belonging’ psyche.
engage in 2024: •
•
40ml Tanqueray No.TEN
30ml dry vermouth
• 1 dash orange bitters
Champion Social Causes Empower Authenticity, Nurture the Niche
MITALI MENDA Celebrate Diversity Communities • 1 dash grapefruit bitters
By authentically engaging
Global Futures Category with social issues, brands can Brands must implement Rescuing and empowering
& Portfolio Planning Lead METHOD:
actively give consumers a voice comprehensive campaigns that smaller groups in society requires
for progress and justice. Brands celebrate diversity, going beyond brands to move beyond surface- Mix Tanqueray No. TEN gin and vermouth
with ice and stir for 10 second
can take concrete actions by just acknowledging its existence. level support and authentically
not only expressing support They must also provide platforms connect and empower Add orange and grapefruit bitters
for political and social causes for marginalised voices and these unique communities in Strain into a chilled cocktail glass
such as gender, ethnicity, and invest in initiatives that support meaningful ways. Collaborating Garnish with the zest of grapefruit or
growing conversations around underrepresented communities, with niche communities involves a red olive
neurodiversity, but also by ensuring that the commitment co-creating products and
implementing tangible programs to empowering authenticity is experiences that genuinely reflect
that protect and amplify these woven into the fabric of their their passions and values.
authentic issues. corporate culture.
DISTILLED: 34
CONCLUSION
NAVIGATE
EMBRACING CHANGE IN 2024
To navigate the ever-evolving landscape of consumer trends, the power of
external awareness and data-driven insights cannot be overstated. Brands at
TRENDS, SHAPE
the forefront of change are those that embrace a keen understanding of their
consumers and their constantly changing environments.
In an era where information is key, having the right capabilities to interpret and
leverage data is the driving force behind shaping the future of consumer trends
TOMORROW
and industry dynamics. Brands that will win in 2024 will adopt the following
principles:
Encourage Dialogue and Collaborate and Partner

Co-Create Brands must build on their existing relationships,
Make consumers a part of the process. To collaborate with external partners and share
stay ahead brands must tailor their marketing, resources and knowledge if they want to build their
innovation, and even business solutions side by brands of tomorrow. Building strategic alliances
side with their consumers. A consumer-centric with like-minded brands, influencers, and niche
approach, understanding their evolving needs and communities is key to success, and is essential for
aspirations, is central to thriving in this dynamic enhancing brand credibility and fostering a sense
Mark Sandys, Diageo’s Chief Innovation landscape. of belonging.
Officer, provides his concluding foresight: Be Externally Aware and

Be Creative, with Precision
In all trends, data is a vital resource. Brands should Constantly Listen
harness data to understand consumer behaviours, This is one reason why we have produced this
preferences, and emerging trends. Insights from report – to listen to other industries and therefore
In today’s rapidly evolving world, adaptability and innovation are paramount. The trends data will guide future strategies stay ahead. Brands that want to win in 2024 must
showcased in this report underline the need for brands to embrace change, reimagine strategies, embark on a journey of continuous learning and
and stay agile in responding to evolving consumer needs. Some of my key takeaways are: adaptation, so as trends evolve, they can stay
informed, experiment with new approaches, and
ultimately stay attuned to their most important
stakeholder – the consumer.
Holistic Sustainability Balancing Indulgence

Consumers are seeking brands that align with their values, and Wellbeing
with many seeing planet-positivity as a mindset rather than The pursuit of wellbeing is undergoing a transformative
an add-on. Consumers are also on the lookout for guilt-free renaissance, colliding with the traditional notions of hedonism.
products and services that integrate luxury and wellbeing,
whilst fostering deeper connections with diverse communities.
Consumers are searching for balance and harmony, seeking The future holds exciting possibilities for brands and organisations
products that not only provide indulgence but also contribute
The brands that truly succeed will treat sustainability as positively to their overall health and happiness. The era of that are willing to embrace these trends with an open mind and a
holistically and transparently as possible. guilt-laden indulgence is fading, and must switch to ideas of commitment to positive change.
hedonism to mindfulness and social health.
Phygital Ubiquity By staying informed, adapting, and putting the consumer at the
New technologies are reshaping physical experiences CommUnity centre of their strategies, brands can navigate the ever-changing
altogether, leveraging the advantages of both the physical Communities are no longer confined to geographical landscape and thrive in 2024.
and digital worlds. With this ‘phygital’ world now the norm, boundaries, sharing interests and passions with likeminded
brands must integrate this expanding reality across all points people across the globe. Brands must utilise the power of
of their consumer journey, as society increasingly looks for uniting diverse groups, whether this is around a social cause
easy-to-adopt solutions in their everyday life. or a niche interest, successfully fostering a sense of belonging
on a deeper, more personal level.
DISTILLED: 35
CONTACT AND CREDITS
CONTACTS
& CREDITS
Many thanks to the below, whose insights
were integral to the creation of Distilled:
MARK SANDYS MITALI MENDA For any media enquiries, or to
Chief Innovation Officer Global Futures Category speak to someone at Diageo
& Portfolio Planning Lead about Distilled or Consumer
GILES HEDGER
Planning, please contact:
Global Consumer Planning Director EFRAIN ROSARIO
Global Futures Shopper press@diageo.com
JAVIER CAMINO
Planning Lead
Global Futures and Culture
Planning Director ANA DE LA GUARDIA
Breakthrough Innovation
ALBERTO ROMANO
– Global Head of Planning
Global Futures and Culture
Planning – Foresight System Lead DIEGO INFANTE
Global Consumer Demand
DEB CALDOW
Insight Lead
Marketing Sustainability Director
HARRY ROKISON
KATE VEALE
Global Press Officer
Global Innovation
Transformation Director CATRIN CAMERON-EVANS
ESG Content Creation Officer
BENJAMIN LICKFETT
Global Head of Breakthrough
Innovation – Digital
DISTILLED: 36
Distilled: A Diageo Foresight Report

DIAGEO Distilled A Diageo Foresight Report 2023

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DISTILLED:

MARK SANDYS GILES HEDGER

The Foresight System is a powerful tool

conversations; we’re decoding the Online

The Diageo Foresight System isn’t

is the value of Global EcoTourism

TRACKING WAYS IN VIA THE MICROTRENDS

Tracking the conversation around Neo-Hedonism:

BREAKING DOWN THE WAYS IN

Unique Products Alternative On-the-go Indulgence

Products and Inventions Socialising Spaces On-the-go accessories Ultra Luxury

REGIONAL EUROPE + 46%

Within Neo-Hedonism, what are the trending Immersive

NORTH + Policy attracting digital nomads

53% through various policies, with

+112% tools as more people adopt

On the Go Camping, hiking, and

56% providing an escape to nature’s

Immersive From museum exhibitions to

We asked Diageo World Class

How brands can

TRACKING WAYS IN VIA THE MICROTRENDS

Tracking the conversation around Betterment Brands:

500 women, through the Cooperativa

BREAKING DOWN THE WAYS IN

Circular Economy Carbon Footprint Supporting Local Buisnesses Inclusivity

Sustainable Supply Chain Offers & Rewards Human Rights

109K +19% 5K + 20% + 48% 48K

REGIONAL EUROPE + 24%

93% wooden houses were discussed + Disposal

+92% from increasing recyclability

Recycling Consumers are increasingly

+89% switching out plastic bottles, single

+82% region, including increasing

Recycling Recycle and reuse was discussed

+ 34% heavily, including business

Don Julio Fund

We asked Diageo World Class Global

How brands can RECIPE

of consumers think their

TRACKING WAYS IN VIA THE MICROTRENDS

Tracking the conversation around Conscious Wellbeing:

Expanded Products ‘Deliciously Light’. The popular drink

BREAKING DOWN THE WAYS IN

At-home and Near- Celebrating Substitute & Decelerated

Cooking at Home Social Support Systems Wellbeing Gadgets Recreation

REGIONAL EUROPE + 36%

Within Conscious Wellbeing, what are the Enhanced

+78% daily schedules, such as taking

+70% devices are being acknowledged,

personal data sharing

LATIN AMERICA + % 41%

+78% apps or deactivating social

+71% strategies for supporting their

Self-Care People are engaging in

+ 78% volunteering activities to instil

We asked Diageo World Class

How brands can RECIPE

of jobs that will exist

TRACKING WAYS IN VIA THE MICROTRENDS

have never imagined before.

Tracking the conversation around Expanding Reality: