The change in the perception of well-being, the moderation of alcohol consumption, the search for pleasure through unique experiences, the connection with the collective or the influence of new technologies are some of the factors that are defining the culture of socialization , according to Diageo.
The search for experiences and communities stand out among the trends
The multinational beverage production company has shared the trends shaping consumer behavior in its report “Distilled: A Diageo Foresight Report”. The findings correspond to the monitoring, thanks to artificial intelligence, of 160 million conversations in 180 markets. The sources of these conversations have been television, social media, digital media, YouTube and online forums, both in English, Chinese and Spanish.
The result of the analysis is the evolution of how the five big trends identified in last year’s report have evolved over the last twelve months and how they could develop in the future. The document also includes insights on what consumers will demand from brands and how they can respond. Below we outline the trends identified by Diageo.
Five trends in consumer behavior
Neohedonism
The trend: Consumers look for unique experiences that generate not only pleasure and enjoyment, but also unforgettable memories. Neohedonism encompasses all types of experiences, from exploring a new technological tool to discovering a new place during a trip.
Consumers want to escape and feel joy and euphoria; also connect with nature or live immersive and interactive experiences. They want to create meaningful connections with other people through their hobbies and even through senses like taste and smell.
How it has evolved: To illustrate the trend, Diageo notes that conversations about neohedonism have grown by 48% between 2023 and 2024, while conversation about unique products and experiences has grown by 83%. Interest has also grown around on-the-go products or indulgence.
Keys for brands: As users demand more and better experiences and the ease of finding them, brands can respond with personalized, preference-based, technology-driven recommendations, as well as the development of interactive platforms that allow users to share their special moments.
Wellness awareness
The trend: Wellness is no longer just good nutrition and exercise. It is also mental health, the care of human relationships and, above all, positive personal development. Interest in therapy, meditation or religion has gained relevance, as has the products and services in the wellness category as levers for self-care.
Awareness has been consolidated about personal empowerment, establishing limits and building healthy dynamics, both with oneself and with others. Food, with interest in new alternatives, or the management of the use of technology, also shape this trend.
How it has evolved: As the report indicates, the conversation about “decelerating occasions” has grown by 79% between 2023 and 2024; while that of “substitute products” has done so by 58%. Concepts such as “conscious well-being”, “celebration of self-love” or “at home or close to home” have also featured in consumer conversations.
Keys for brands: Users demand more products and services that support their physical and mental well-being, as well as innovative ways to manage their health from a holistic point of view. But, despite a growing desire to disconnect, they do not want to be left behind in terms of technology. Therefore, brands must have a wide offering to accompany consumers in their search for well-being and encourage participation in health-focused activities, for example with gamification techniques. It can also accompany you in the intelligent management of digital life.
expanded reality
The trend: The line between physical and digital life continues to blur. Artificial intelligence is already part of everyday life and the online space allows us to entertain, learn and socialize. In all of this, virtual reality and augmented reality play an increasingly important role.
But the search for innovation and creative and immersive experiences is also mixed with concerns about security and ethical consequences in the conversation about the development of technologies such as blockchain or artificial intelligence.
How it has evolved: Data shared by Diageo indicates that the conversation about AI-enabled relationships has grown by 83%, while that of expanded reality has grown by 54%. The company has also seen greater interest in the digitization of the physical world or digital experiences.
Keys for brands: Consumers are going to look for more hands-on interactions with chatbots and digital assistants and other technologies that make their lives easier, but also human contact for the important things, as well as physical adventure. Brands must respond to this balance by supporting and offering products and services in both environments, that is, both digitally with new technologies and tools and in person, providing a human touch.
Membership in the collective
The trend: In a world of disconnection and polarization, the search for belonging to a group takes on special importance. Users want deep connections with people they have things in common with, and they also want to participate and advocate for causes that are relevant and resonate with them.
Consumers want to connect with those who share their passions
Through their behavior and consumption acts, they will support entities that are in tune with their beliefs and ways of thinking, while seeking to be part of those communities, whether digital or in-person, that share their interests. Issues such as education, health or sustainability will be key to the relationship, as will the commitment to co-creation.
How it has evolved: The report points out that the conversation about connecting with passionate fandoms has increased by 127% between 2023 and 2024; while that of belonging to the collective has increased by 57%. It also highlights the interest in inclusive cultures and building communities for brands.
Keys for brands: Throughout 2025, consumers will seek to connect to a greater extent with what they are passionate about, so brands’ response must be oriented toward building communities and relationships with fandoms. This may materialize in the creation of products, the organization of events, loyalty programs and collaboration with other brands. All this without losing sight of one’s own values and personality.
Brands that improve the world
The trend: The trend of brands seeking to have a positive impact on the planet, society and promote a better world is not exactly on the decline. Consumers want to be linked to these types of companies, but the reality is that their consumption acts and behaviors do not always reflect this.
The brands will continue to be guided by reducing their negative effect on the environment, through recycling, reducing the carbon footprint, innovation in packaging and the development of plant-based products. Ethical practices in the production and value chain, as well as the commitment to second-hand and local commerce, will continue to dominate the commitments.
How it has evolved: According to data shared by Diageo, this trend is supported by the growth of the conversation around concepts such as ethical and social changes (+74%), local wealth (+59%), or net zero and sustainability (+28%) .
Keys for brands: To grow by taking advantage of this trend, brands must highlight their credentials based on evidence, as well as highlight the benefits of their products, always taking into account regulation. The commitment to vintage, what is manufactured and what is reused, as well as what is produced locally and with proximity will be essential to connect with consumers, as will the education and dissemination around it.
Four tips for navigating 2025
Diageo’s report concludes with four keys for brands that the company believes will be essential to navigating the landscape over the coming months and, perhaps, beyond this year. They are the following:
- Embrace AI responsibly and authentically: Companies must implement technology ethically and transparently, seeking to boost consumer experiences.
- Transcend the old and the new: Given the dichotomy between technological progress and the search for disconnection, brands must establish a balance between connection through digital and in-person.
- Escape the algorithm: Consumers want to go beyond the standard recommendations made by algorithms, and brands can respond with accessible experiences through exclusive invitation, with manufactured products and services and by collaborating with local partners that help bypass the mainstream.
- Adapt to stay relevant: Different political, social and cultural events are changing norms and traditions, and brands must adapt their proposals and discourses to constantly accompany this constant evolution.
More info.: Distilled 2025: A Diageo Foresight Report