2030 Global Consumer Trends

5 NOVEMBER 2019 | INDUSTRY TREND
2030 GLOBAL CONSUMER TRENDS

Seven core drivers of consumer behaviour that will shape global markets over Gabrielle Lieberman,
Director of Trends and
the next 10 years. Social Media Research,
Americas
1 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

https://clients.mintel.com/trend/2030-global-consumer-trends
Table of Contents
WELLBEING........................................................................................................................................... 4
WHAT TO EXPECT................................................................................................................................ 7
SURROUNDINGS ................................................................................................................................ 10
WHAT TO EXPECT.............................................................................................................................. 14
TECHNOLOGY .................................................................................................................................... 17
WHAT TO EXPECT.............................................................................................................................. 20
RIGHTS ................................................................................................................................................ 23
WHAT TO EXPECT.............................................................................................................................. 27
IDENTITY ............................................................................................................................................. 30
WHAT TO EXPECT.............................................................................................................................. 34
VALUE .................................................................................................................................................. 37
WHAT TO EXPECT.............................................................................................................................. 41
EXPERIENCES .................................................................................................................................... 44
WHAT TO EXPECT.............................................................................................................................. 48

CONSUMER TRENDS 2030

This year, we’re taking a bold step forward with our predictions about the future of global consumer
markets by observing our trend forecasting through the lens of the seven key factors that drive consumer
spending decisions: wellbeing, surroundings, technology, rights, identity, value, and experiences.
Grounded by these seven drivers of consumer behaviour, and backed by our robust consumer and
market data, we layer economic, demographic, technological, political, and sociological (to name a few)
data sets to analyse the impact internal and external environmental change has on consumer motivation
and choice, and the behaviour that stems from that.
Global population at a glance

World population to reach 8.5 billion by 2030.
AGING ADULTS MIDDLE CLASS RAPID URBANISATION
1 billion 5.3 billion 5 billion
There will be about 1 The middle class is the By 2030, it is expected

billion adults 65+ globally most rapidly growing that nearly 5 billion (61%)
in 2030, equivalent to segment, projected to of the world’s 8.5 billion
12.0 percent of the total reach 5.3 billion people people will live in cities.
population. by 2030.
Source: United Nations Department of Economic and Social Affairs, Population Division

WELLBEING
Seeking physical and mental wellness.

What it's about

Wellbeing is no longer about simply wanting to look after oneself in broad
terms, nor is it about the extremes of a total lifestyle change or
commitment to an intense regime. Instead, a holistic approach is
becoming a key motivator of consumer behaviour, underpinned by
convenience, transparency, and value.
People are becoming more familiar with, and questioning, products and
ingredients that promise previously niche or unheard of solutions. There
are opportunities for brands to become wellbeing partners with their
customers.
While the mass-market and ‘one-size-fits-all’ approach will still have

value, we will see the emergence of bespoke solutions that aim to fit the
many disparate needs of consumers.
How wellbeing will evolve over the next 10 years

What's happening now?
• Consumers are seeking holistic solutions that move away from instant results.
• Looking good is important to many consumers, but considerations of longer-term physical, mental, and
emotional health benefits are growing.
• As stress becomes more and more recognised as a key health concern, responsibility falls on brands and
organisations to help consumers deal with the causes.
• Finally, technology in fitness is creating opportunities as people look to maintain health in smaller spaces,
while also connecting with others.
What's next?
• Longevity and convenience will converge, with consumers looking for wellbeing across everything they do.
• Automation will create job security pressures but also opportunities for healthier working patterns.
• Clean air and water will become selling points and demand for convenience will see the growth of in-home
filtration systems to create safe environments.
• Conscious movement and mindful exercise will become as important as physical fitness.

Managing wellbeing around the world
UK CHINA
US
80% 40%
77%
of recent social media of Chinese consumers
of US adults say they are
users believe social track their real-time
actively trying to improve
media can have a healthcare data through
their health in some way
negative impact on wearable devices
mental health
Source: Lightspeed/Mintel; KuRunData/Mintel
Wellbeing in action
Self-esteem boosts
US-based gender-neutral skincare brand haia ("Happy as I Am") aims

to integrate self-esteem boosts with inclusive, natural skincare.
Breaking the Taboo around Depression
An urban installation in Brazil made up of thousands of sunflowers aims

to raise awareness of the importance of breaking down the social
stigma of depression.
Grieve together
The Pet Loss Café for grieving pet owners in Tokyo offers guests the
opportunity to share memories and recover from their loss.

WHAT TO EXPECT

In 2020:
• Convenient, non-obtrusive wellness solutions in the home.
• BPC products move away from improving or changing appearance and

toward internal and external wellbeing.
• Products touting mental health benefits gain traction.
• Widespread adoption of synthetic and lab-created ingredients.
• Alcohol consumption continue to decline among young people, with

functional drinks increasing in popularity at a rapid pace.
In 2025:
• Benefits of blood-based solutions in beauty, drink, food and personal
care become widely acknowledged.
• Government-led changes to water consumption, focusing on filtration and

preservation.
• At-home DNA testing kits become mainstream for personalised wellness,

from diet to skin and hair solutions.
• Red meat consumption move from mainstream to luxury to taboo.
• Alternative ways of working and studying emerge to counter the stress of

the automation threat.
In 2030:
• Development of micro-robotics in the bloodstream to proactively and
preemptively fight threats.
• Clean air as a selling point for high-street retailers, venues, and public
buildings.
• Over-population and geo-political changes create new ways of existing in

communities, with shared facilities and resources becoming essential.
• Vehicle ownership shrink as physical space and the environmental

impact of air pollution become a priority.
Wellbeing: Strategies to thrive in 2030

The Whole Story

Understanding the unique needs of every individual is essential as people seek bespoke solutions on
top of the mass-market.
Expert Collaboration
Brands that act as partners with consumers will find success – giving people the power to make choices,
the information they need, when they need it, and providing expert guidance and advice when it is
required.
Wellness Everywhere
Those brands that understand the consumer need to de-stress in every walk of life will thrive, utilising
online and offline spaces to provide spaces for calm, community, and a sanctuary from an over-
populated, over-polluted world.

SURROUNDINGS
Feeling connected to the external environment.

What it's about

If (as predicted by the United Nations) the human population reaches 8.5
billion by 2030, we’ll all be seeking better ways to maximise the space we
have and create better ways to share limited resources. Necessity will
drive politics, societies, science, and economics to innovate along more
ethical lines. That necessity will be driven not only by population stress
but also by the need to learn to deal with a new climate reality.
While communications technology will make it easier for people to

collaborate across national boundaries, the tech will increasingly be used
to share knowledge about how locally-focused social disruptor
enterprises can create sustainable economies at the grassroots level.
Shared space will be used to incubate new enterprises, share learning,

create urban agriculture and “rewild” recreation spaces within local
communities.
How surroundings will evolve over the next 10 years

• People are rethinking how communities work and how urban space is designed and used, giving people
more say in how shared resources can be used.
• With the rise of carbon dioxide levels in the atmosphere, the 'rewilding' of suburbs is kicking into full swing,
creating more green spaces to help cool local climates.
• Sharing living, working, learning, and leisure spaces is creating new community-based organisations.
• Better and more affordable telecommunication technology allows flexible work conditions, enabling
consumers to become digital nomads.
What's next?
• If we don’t reduce our consumption, waste and energy use, urban areas will become increasingly polluted,
choked with waste and gridlocked with traffic.
• With more people crammed into less space, social tensions will only increase as competition for resources
increases.
• This will create more walled communities for the privileged, greater stratification of society along the lines
of wealth, and failure to tackle the need for more efficient use of resources and better urban planning.

City-inspired minimalism
People have an impact on their physical environments, but those spaces are also influencing people and
the way they interact with each other.
73% 67%
56%
of British people who of UK consumers agree
of American adults who
own their own roof agree it’s more appealing to act
use air care would be
that all new homes in a more
interested in trying anti-
should be fitted with solar environmentally friendly
pollution air care
panels where suitable way when you can see
the result of your actions
Source: Lightspeed/Mintel
Surroundings in action
Absolut Breathable
As part of the Absolut Street Trees Project, giant murals were painted in
a bustling area in Mexico City using Airlite, a paint technology that
purifies polluted air in a bid to improve air quality.
Grow at Home
Green Farm, a start-up in Ho Chi Minh City, uses aeroponic technology

to help consumers grow their own vegetables in small apartments.

Floating city park
The first-ever mile-long floating eco-park containing gardens and

forests, 'Wild Mile' will debut on the Chicago River in 2020.

WHAT TO EXPECT

In 2020:
• A reimagining of corporate purpose with open-plan office pushback,
robot, urban and warehouse farming, and a reclaiming of public space.
• Critical stages for political problems stemming from the income gap,
social media misinformation, the climate crisis, and the continued rise in
nationalism.
• Home ownership out of reach of more people, more home working, and
commercial (malls) domination of public space.
• Wilderness and biodiversity on the decline.
In 2025:
• Trans-national grassroots civil organisations, as well as cleaner energy
generation and storage that will change living conditions.
• Broadening focus on human rights by consumers, especially in

developing nations, more local social enterprise, and young people
become economic migrants.
• Universal work-from-home policies, the explosion of the gig economy,

work and social lives intertwine, and shopping spaces become multi-
sensory, social sanctuaries.
• The growth of data-as-currency as consumers demand more value from

social media in exchange for their data.
In 2030:
• Social disruptor enterprises create new wealth at local grassroots levels.
• Political, social, scientific, and economic ethics drive the direction of

innovation, while people learn to deal with a new climate reality.
• Modular, movable, and micro homes available to buy or rent, for flexible,
possession- and location-light living.
• More public spaces as a result of smaller roads because more people

have switched to public transport.
• More publicly-owned, shared, and pop-up commerce, recreation spaces

fostering local, micro-business, and shared gardening and agricultural
space.
• Tribes of like-minded interest groups form globally via the internet.
• The “rewilding” of both rural and urban spaces continue to expand.

Surroundings: Strategies to thrive in 2030

Collaborative innovation
Population concentration inevitable. Brands that flourish in 2030 will be those that innovate to enable
collaborative innovation in products and services that offer solutions to local community needs
Profitable efficiency
Consumers will demand better local living environments and opportunities to develop skills and ideas.
Brands that will flourish in 2030 will be investing in long-term sustainable development rather than short-
term profit, by connecting with communities, and working with them to develop the efficient products and
services they need.
Working flexibility:
People will want to balance working, learning, raising families and resting flexibly and invest in making
their local communities better. Successful brands in 2030 will be those that create new ways of working
and selling, to build flexibility into how they collaborate, innovate and communicate with the communities
they serve.

TECHNOLOGY
Finding solutions through technology in the physical and digital worlds.

What it's about

With 5G expected to link 125 billion devices by 2030, mobile technology
will blur the lines between time, travel, and location for work, learning,
and leisure. This will increasingly incorporate elements of virtual and
augmented reality (VR/AR) into various industries like tourism and
entertainment, and virtual e-sports will rival physical sports in popularity.
Urban design will increasingly be driven by public transportation, using

fleets of autonomous vehicles for last-mile connections. Developments in
home-setting apps and smart furniture will mean people can recreate
their preferred home settings wherever they are, to suit their mood,
comfort, and media consumption habits.
“Phygital” local community services will transcend retail as consumers

pushback against cashless payments and fully-unmanned stores,
demanding more data privacy and seeking more “human” interaction.
How technology will evolve over the next 10 years

• If climate crisis mitigation works, it will spur activity in other areas of global common-interest, aided by
faster, more democratised communications technology. This will extend to using technology to further
bridge the gap between consumers and brands, helping the spread of ideas and innovations, and making
economies more equal.
• People will become less attracted to fixed work employment and desire more flexible freelance
opportunities where technology facilitates project work across organisations.
What's next?
• The worst-case scenario is that climate crisis action fails to gain enough momentum, resulting in people
needing new technologies to mitigate the effects and help them live with the consequences.
• One of those consequences will be climate migration, which will make economies even more unequal, and
nation-states and communities more insular. We’ll see technologies developed to mitigate the effects of
migration and displacement, amidst the broader challenges of economic inequality and an ageing society.

Technology in action
Hack the human brain
A start-up from technology entrepreneur and engineer Elon Musk,

Neuralink wants to hack the human brain with an implanted computer
chip.
5G Hospital
Yongin Severance Hospital in South Korea is designed as the first ‘5G

digital innovation hospital’ with AI, AR and IoT.
Cyborg botany
Nissan in Japan has engineered golf balls with self-driving technology

to control the ball's path towards the hole.

WHAT TO EXPECT

In 2020:
• VR and AR travel and navigation apps, tech designed specifically for
senior care, urban and vertical farming, and autonomous cars.
• Biometric technology, unmanned stores, and AI home assistants.
• Mainstream penetration globally of mobile audiobooks, e-sports,

cashless payments, and media streaming.
• The nature of white-collar jobs shift as AI streamlines administrative and

data entry functions.
In 2025:
• More AI-enabled autonomous public transportation systems thanks to
improved energy storage.
• 5G reach half of all mobile users globally, 4D VR experiences as ‘the

new luxury’, bluetooth monitors replace TVs, and AR navigation and
online medical consults become the norm.
• Cashless biometric payments and urban vertical farms widely used.
• Fully-unmanned retail operations limited to discount and convenience

stores as more consumers demand human interaction when shopping.
• Reduced business travel thanks to better video conferencing.
In 2030:
• Entire cities designed around autonomous transportation with built-in AR
features.
• Subcultures identify with media-stream brands.
• Intravenous nanobots that continuously monitor body functions and

vitals.
• Home-setting apps meant to recreate preferred home settings.
• 5G blurring the lines between work, learning, leisure and travel time.
• VR/AR as the norm for tourism and entertainment.
• A decline in retail store branding in favour of branding the seamless

online-to-offline (O2O) retail services.
• 5G-enabled virtual esports overtake physical sports in popularity.
• Urban and vertical-farmed food and local micro-farms produce the

majority of the food people consume.
• Cashless payment pushback.

Technology: Strategies to Thrive in 2030

Anticipate change
Accelerated technological change is almost certain. Brands that flourish in 2030 will be those that
anticipate the changes in technology, and what those changes will bring to consumer expectation and
behaviour.
Advocate better
Consumer expectations and behaviour will only be better-informed, and more demanding. Brands that
will flourish in 2030 won’t wait for consumers to demand more; they will innovate technologies in
anticipation of changing consumer needs.
Innovate flexibility
Changes will be applied to the way consumers work, learn, rest and play. Brands that flourish in 2030
will be those who build technologies that allow for consumers to flexibly flit between or combine these
aspects of their lives, for their own betterment

RIGHTS
Feeling respected, protected, and supported.

What it's about

“Cancel culture”, or “call-out culture”, is on the rise. Upset about the lack
of data privacy and security, government accountability, and trust in
brands, consumers are lashing out. No company, brand, or person is
safe in today’s social media-driven world. However, consumers want
companies and brands to stand for something. Expect to see a rise in
consumer backlash over the next 10 years as consumers continue to find
their voice in the digital era.
These consumer voices aren’t always negative – consumers want to

support causes and brands they believe in, and activism is on the rise.
Lastly, as consumers begin to gain more control of their own voice, we’ll
begin to see the social power of the individual through technology.
Consumers will move toward a more conscious approach to data sharing
in 2030.
How rights will evolve over the next 10 years

• “Cancel culture” is growing as consumers feel increasingly empowered to call out companies, brands, and
people they disagree with, greatly shifting influence into the hands of the collective consumer.
• Activism as a whole is becoming more about having a shared experience that’s Instagram-worthy, moving
away from the traditional protest and the desire for transformative social change.
• A more human-centric approach to data is emerging that empowers people to control how their personal
data is collected and shared.
What's next?
• Consumers will get tired of the never-ending race of “cancel culture”, making room for a change in
narrative to emerge, with power in voice given back to companies and brands.
• Public demand for action will peak as more global social movements develop.
• We will see a shift in the control of personal data from platform to the person. The exchange of personal
data will become more popular, given that total control related to the collection, storage, and selling of it will
lie in the hands of consumers.

Empowered consumers
We are challenging, questioning and subverting the system like never before. In turn, consumers are
looking for brands and businesses to act with greater integrity.
67% 50%
40%
of Republic of Ireland of the economic growth
of Brazilian consumers
consumers agree that in OECD countries over
feel pessimistic about
boycotting companies the past 50 years is
social issues (eg gender
that behave unethically is attributed to women
pay gap) in the future
an effective way to make attaining higher levels of
them change education
Source: Toluna/Mintel; OECD
Rights in action
Data marketplace
Based in Singapore, Ocean Protocol is an ecosystem that connects

data providers and consumers, allowing data owners to give value to
and have control over their data.
Data ownership back to user
Founded by Sir Tim Berners-Lee, Solid gives data ownership back to

the user, allowing them to choose where to store and manage data -
like a secure USB stick for the web.

Inclusive workwear
SÜK is an Australian workwear brand that caters to women’s bodies in

a way that is both comfortable and practical.

WHAT TO EXPECT

In 2020:
• Immigration and access to basic amenities (ie, water, housing, sanitation)
highlight issues of inclusivity and diversity.
• Fault lines appear in the ethical applications of technology.
• Consumers demand the right to play, tell stories and switch off.
• “Cancel culture” create rifts between consumers and brands.
• Activism centered around shared experiences and people speak about

the “joy” of joining a protest.
In 2025:
• Corporate responsibility as the norm and key measure of performance.
• Consumers demand stronger ethics and greater equality - from each

other and brands.
• Movement away from the traditional protest model and movement toward
a more personal commitment in activism efforts, empowering the
individual beyond the collective.
In 2030:
• Personal data exchanges widely used, putting control in the hands of
consumers to collect, store and sell their personal data.
• Corporations shape trans-national politics.
• Consumers demand freedom of identity, culture, economics, and

ecosystems.
• More targeted and defined objections in protest groups.
• Technology to further enhance the effectiveness and success in pushing

for social change.
Rights: Strategies to Thrive in 2030

Be transparent and authentic
The leading drivers behind so-called ‘cancel culture’ are a desire for transparency and authenticity. As
consumers begin to push back against the push back, brands need to be prepared to deliver a more
personal, human touch that consumers will be desperately craving.

Show value, empower users

The power is being put back in the hands of the consumer. People will be willing to give access to their
information if there’s value to them in the transaction. It's critical for brands to show consumers why it’s
worth it and empower them to make choices they feel confident in.
Engage and react

Younger consumers are especially concerned about preserving their privacy, but this is primarily viewed
within the narrow scope of how it affects their interpersonal relationships, not how it impacts their place
in the world.

IDENTITY
Understanding and expressing oneself and place in society.

What it's about

Identity is uniquely personal. Consumers are challenging the status quo,
moving away from the rigid definitions of race, gender, and sexuality, and
choosing a more self-defined, fluid approach to identity. Teens, in
particular, are leading the charge in changing how they see themselves,
their actions, and the world, creating new vocabularies and taxonomies
along the way. Expect to see this fluidity evolve across all aspects of
identity, and into new product categories, over the next 10 years.
As consumers seek to redefine their identities, rising fears of loneliness

and isolation can make them feel like they are losing their sense of self,
for which they have fought so hard to achieve.
People are more connected today than ever before, but feelings of
loneliness and isolation are on the rise and will reach epidemic
proportions by 2030.
How Identity will evolve over the next 10 years

• Consumers are moving away from the rigid definitions of gender, race, and ethnicity. In its place, a
movement is emerging toward more fluid, self-selected identities.
• As the movement grows, rising feelings of loneliness and isolation are making people feel like they are, in
fact, losing their identity.
• Loneliness is increasingly viewed as a threat to public health.
What's next?
• As more people move away from rigid definitions of identity, companies and brands will respond with more
inclusive images and messaging that speaks to the authenticity consumers crave.
• Consequently, there will be considerable challenges in how this fluidity aligns with the rigidness of rapidly
developing identity technology.
• Despite concerns about technology pushing people further apart, it will also have a positive impact on
loneliness, which will reach epidemic proportions by 2030.

Young and open-minded

As populations grow less homogenised and incorporate more variety in terms of how people look, behave,
and live, individuals are expecting more out of marketers.
35% 52%
63%
of Gen Z say they of Canadian consumers
personally know of US Millennials say cite diversity rounding
someone who prefers they want to stand out as out the top five most
that others use gender- opposed to fit in important Canadian
neutral pronouns to refer values
to them
Source: Pew Research Study; Lightspeed/Mintel
Identity in action
Gender-free brand
Latin America’s leading e-commerce firm Mercado Libre is helping

change the fashion landscape by creating a new gender neutral
clothing category.
Genderless voice assistant
The voice of Q was developed by a team of researchers, sound

designers and linguists in conjunction with the organisers of
Copenhagen Pride week, technology leaders in an initiative called
Equal AI and others.

Companion robot
ElliQ is a social companion robot and voice assistant aimed at

combatting loneliness in older adults from Israel-based Intuition
Robotics.
Source: Mintel; Geek.com

WHAT TO EXPECT

In 2020:
• Gender and sexual identity fluctuate as teens challenge the meanings
and traditional constraints of these concepts.
• Continued backlash against Photoshopping, retouching filters and AI

apps in favour of a more authentic self.
• The rise of “anti-tech tech” that rewards users for not going on their
phones.
• People find ways to disconnect from social media, encouraged by tech

companies offering solutions that allow for more mindful usage.
• Loneliness combated through alternative therapies, including cry therapy,

cuddle therapy, and happiness classes.
In 2025:
• People identify by their experiences, not their material possessions.
• Gender-fluid fashion continue to evolve.
• A push towards communal living in an effort to combat feelings of

loneliness and isolation.
• Alternative therapies integrate with advanced technology to create

solutions for loneliness, anxiety, and depression, including VR therapy
incorporating voice analysis via smartphones and machine learnings to
study vocal patterns to identify triggers.
• Workplaces enact “tech-free” times during the workday to encourage

workers to reconnect in person.
• Broad usage of gender-inclusive voice assistants.
• Ecotherapy, a series of nature-based exercises intended to address both

mental and physical health, gain widespread appeal.
In 2030:
• More subtle gender labels emerge.
• Identity fluidity persist beyond social identity to online identity.
• Workplaces further adjust for the non-binary future.
• Widespread use of robots to reduce anxiety and encourage social

interaction.
• People living together according to their “tribe” - dictated by their

mindsets and hobbies - rather than their family.

Identity: Strategies to Thrive in 2030

Embrace the ambiguity
Gen Z is leading the charge in redefining identity norms. A successful brand in 2030 will recognize this
broad spectrum and respond with more inclusive images and messaging that speak to the authenticity
consumers seek.
Find solutions through technology

Technology has huge potential to make a positive impact on loneliness. Finding solutions through
technology to help combat loneliness will be the key to fighting this epidemic.
Redefined values
Consumers view their purchases as an expression of their identity, making it vital for brands to not just
attempt to fit into consumers’ lifestyle, but, instead, find ways to integrate into the process of consumers’
identity exploration, celebrating the freedom of consumer choice.

VALUE
Finding tangible, measurable benefits from investments.

What it's about

The current era is one of excessive and unsustainable consumption. With
climate change as one of the defining issues of modern society,
consumers are taking a closer look at their own consumption habits, and
looking to make changes today that lead to a better future.
While consumers are in search of a more mindful approach to their

spending, they also desire something that is authentic and unique to
them, that fits within their ever-evolving identity and desire for non-
conformity.
Many countries will be challenged to meet the needs of their rapidly

growing urban populations, so consumers will be at the forefront of
redefining value through tomorrow’s sustainability needs. The sharing
economy is well positioned to help consumers navigate their desire for
convenience and more sustainable consumption.
How Value will evolve over the next 10 years

• Consumers are redefining value through the lens of the impact their purchases have on the world.
• Driven by a desire for more environmentally-conscious purchases, consumers are in search of more
affordable used items, leading to growth in the second-hand economy.
• Companies are moving beyond the functional benefits to the emotional benefits of a purchase.
What's next?
• Consumers will distance themselves from fast-paced lifestyles and excess consumption and move toward
slower, minimal consumerism that emphasises durability, protection, and functionality.
• Rapid urbanisation will shrink available space in the home, office and shared environments, demanding
consumers buy less ‘stuff’.
• The movement away from a “swipe up” culture will see influencers lose their influence.

The new ownership

Sharing and swapping models are on the rise, driven by smaller homes, tighter budgets or a desire to cut
back on wasteful consumption.
51%
37% 29%
of Chinese 20-49s who
have used sharing of Millennials agree that of female US consumers
economy products/ Airbnb offers better value are actively trying to buy
bought/rented second- for money than hotels fewer clothes
hand did so as they feel
it is good for the
environment
Source: KuRunData/Mintel; Lightspeed/Mintel
Value in action
Fashion resale
Depop is a peer-to-peer shopping app, headquartered in London, that

allows users to buy and sell clothing, and follow sellers of influence.
Sharing economy in cities
Sharing Cities Sweden seeks notoriety as a country that actively and

critically works with the sharing economy.

Recycling made easy
Mobile app Resy in Peru increases recycling rates through a rewards

system that merges food delivery with a recyclable waste pick-up
service.
Source: Mintel; Twitter (@sharing_sweden)

WHAT TO EXPECT

In 2020:
• Radical transparency in the value of clean products, services, and
places.
• The desire to find what “sparks joy” continue to dominate the consumer
mindset.
• Interest in fast-fashion diminish as consumers demand greater longevity

from their purchases.
In 2025:
• Brands prioritise people and the planet over profitability.
• Greater value placed on inner journeys rather than outer appearances.
• Purposefulness and ethical business philosophy rise to the top.
• Rapid, mainstream growth in the second-hand economy.
• The luxury goods market grows as more consumers opt for longer-
lasting, sustainable goods.
• Sharing economy services continue to evolve, moving beyond economic

benefits to the environmental and social benefits.
In 2030:
• Consumers embrace creative, artisan values and genuine, quality, and
durability products.
• Consumer spending focused on public utility rather than private

exclusivity.
• ‘Slowness’ become an ideal state, with consumers completely turning

away from any desire for speed.
• The sharing economy forces urban planners to focus on efficient use of

resources within the concept of ‘sharing’ cities
Value: Strategies to Thrive in 2030

Durability redefined
Durability is a key marker of sustainability, and as such, consumers will place greater emphasis on a
product’s durability in 2030. Successful brands will be those that embrace well-defined ethics and
sustainability in their product design

The individualised consumer

While consumers are in search of a more mindful approach to their shopping, they also desire
something unique to them, something authentic that fits within their ever-evolving identity and desire for
non-conformity. Successful brands in 2030 will move beyond personalisation to hyper-individualisation.
Sharing economy
The sharing economy will continue to change consumer lives for the better, redefining urban
sustainability.

EXPERIENCES
Seeking and discovering stimulation.

What it's about

While the demand for stimulation is not new, the role it plays in consumer
decision-making is evolving. No longer should ‘the experiential’ be
diminished as a mere marketing tool or a fad; instead, consumers are
experiencing powerful emotional connections to brands that are creating
a point of differentiation.
Technology has made experiences available to the masses, while

simultaneously creating a counter demand for offline interaction with
brands. Both act as a means for consumers to feel like they are stepping
out of their comfort zones.
People are challenging themselves in more demanding ways than ever

before; while others seek thrills in the ‘nothing experience’ and the
importance of shutting down, switching off, or simply not doing anything
at all.
How Experiences will evolve over the next 10 years

• Technology is driving experiences, from leisure to retail, and has become the norm both in the home and
at work.
• But the constant connectivity is also causing demand for offline interactions to become more extreme and
boundary-pushing.
• Traditional boundaries like age and gender that dictate who should experience what, when and how are
falling by the wayside.
• Meanwhile, nostalgia is playing an essential role as consumers increasingly seek comfort and security.
What's next?
• Collective experiences will gain more and more popularity. At-home experiences will shift to meet the
needs of more single-dwellers and multi-generational households.
• At the same time, people will start to redefine what experiences they want as individuals.
• This will include the experience of doing nothing as people make more mindful decisions about what to do
with their time.
• Education as an experience rather than a necessity will develop as people seek the new and non-
traditional.

Creative concepts
Consumers are seeking out experiences that pique and stimulate the senses for a variety of reasons,
including relaxation, boosted efficacy, or simple enjoyment.
53% 27% 50%
of Chinese consumers of UK consumers who of US consumers who've

say they would choose are members of a loyalty attended live podcasts or
outbound destinations scheme would rather use fan conventions say that
with unique landscapes rewards for experiences it made them feel like
(eg canyon) rather than or days out than part of an exclusive
domestic ones discounts on products group
Source: KuRunData/Mintel; Lightspeed/Mintel
Experiences in action
The Sweetest Museum
The Sweet Art Museum has come to São Paulo aiming to stimulate
people's senses and give them the chance to embrace their inner child.
AR Zoo
SK Telecom launched South Korea's first augmented reality zoo

accessible by smartphone.

e-Sports hotel
e-ZONe Denno Kukan is Japan's first e-sports dedicated hotel.

WHAT TO EXPECT

In 2020:
• Mainstream activities like escape rooms become more challenging and
extreme.
• Interest in purposeful travel and leisure activities surge.
• Lifestage and generational boundaries shift as ‘childishness’ and

‘playfulness’ become the key to relaxing and escaping.
• A more holistic approach to experiences where being in the moment of a

mindfulness activity is as important as the end benefit.
• A renewed focus on older traditions and celebrations that are centered

around heritage and nostalgia, as they bring communities together.
• The cycle of nostalgia become shorter as consumers yearn for the not-
so-distant past.
In 2025:
• E-sports rise to the top as one of the most lucrative entertainment
markets, with competitiveness being the core driver.
• Growing uncertainty, pressure, and stress create demand for brands and
organisations to provide support through experiences as a channel for
escapism.
• Online providers takeover existing bricks-and-mortars to bring services

such as Netflix Cinemas.
• The growth in single households drive further demand for pets and the
smart technology to help care for them.
In 2030:
• Traditional education routes become immaterial as consumers prioritise
their own happiness and explore new pathways to education and career.
• Greater importance placed on ‘shutting down’ for pleasure.
• An emphasis on reaping physical and emotional benefits from ‘nothing

experiences’, in particular, the impact on work and life priorities.
Experiences: Strategies to thrive in 2030

Embrace Play
Encouraging consumers to throw off the shackles of generational expectation through immersive, playful
experiences will enable brands to create new relationships with their customers, and enable those
customers to feel a new sense of freedom
A Helping Hand
In a world of tension and polarisation, people will seek out brands and solutions that provide support for
different needs, rather than those that dictate behaviour. Opportunities exist for brands to expand their
offerings to provide more choice, but this needs to be partnered with information to help them make that
choice.
The Nothing Experience

The importance of experiencing ‘nothing’ as a means to relax, destress and be mindful cannot be
ignored. While there will still be demand for extreme stimulation, the counter trend is also true – people
will look for products, services and environments that enable them to zone out and refresh in a world of
constant movement.
Global Thoughtleaders
Matthew Crabbe
Director of Mintel Trends, APAC
Simon Moriarty
Director of Mintel Trends, EMEA

Gabi Lieberman
Director of Mintel Trends and Social Media Research, Americas
Meet the expert

Gabrielle Lieberman
Director of Trends and Social Media Research, Americas
Gabi leads the research, strategy and development of content within the
Trends and Social Media Research departments across the Americas.
Prior to Mintel, she worked as a researcher at Crain’s Chicago Business,
where she built the newspaper's social media foundation.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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5 NOVEMBER 2019 | INDUSTRY TREND

2030 GLOBAL CONSUMER TRENDS

1 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

2 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

CONSUMER TRENDS 2030

Global population at a glance

AGING ADULTS MIDDLE CLASS RAPID URBANISATION

1 billion 5.3 billion 5 billion

There will be about 1 The middle class is the By 2030, it is expected

3 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Seeking physical and mental wellness.

4 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

What it's about

While the mass-market and ‘one-size-fits-all’ approach will still have

How wellbeing will evolve over the next 10 years

5 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Managing wellbeing around the world

Source: Lightspeed/Mintel; KuRunData/Mintel

US-based gender-neutral skincare brand haia ("Happy as I Am") aims

Breaking the Taboo around Depression

An urban installation in Brazil made up of thousands of sunflowers aims

6 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

7 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

• BPC products move away from improving or changing appearance and

• Products touting mental health benefits gain traction.

• Widespread adoption of synthetic and lab-created ingredients.

• Alcohol consumption continue to decline among young people, with

• Government-led changes to water consumption, focusing on filtration and

• At-home DNA testing kits become mainstream for personalised wellness,

• Red meat consumption move from mainstream to luxury to taboo.

• Alternative ways of working and studying emerge to counter the stress of

• Over-population and geo-political changes create new ways of existing in

• Vehicle ownership shrink as physical space and the environmental

Wellbeing: Strategies to thrive in 2030

8 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

The Whole Story

9 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Feeling connected to the external environment.

10 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

What it's about

While communications technology will make it easier for people to

Shared space will be used to incubate new enterprises, share learning,

How surroundings will evolve over the next 10 years

11 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Green Farm, a start-up in Ho Chi Minh City, uses aeroponic technology

12 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Floating city park

The first-ever mile-long floating eco-park containing gardens and

13 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

14 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

• Wilderness and biodiversity on the decline.

• Broadening focus on human rights by consumers, especially in

• Universal work-from-home policies, the explosion of the gig economy,

• The growth of data-as-currency as consumers demand more value from

• Political, social, scientific, and economic ethics drive the direction of

• More public spaces as a result of smaller roads because more people

• More publicly-owned, shared, and pop-up commerce, recreation spaces

• Tribes of like-minded interest groups form globally via the internet.

• The “rewilding” of both rural and urban spaces continue to expand.

15 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.