Top Consumer Trends in Digitalization, Business Success and Sustainability 2023

Top Consumer Trends in Digitalization, Business Success and Sustainability 2023

Introduction Consumer Trends

Consumer trends are not static; they are ever-shifting, reflecting the dynamic nature of our society. From fashion to technology, food to travel, and everything in between, consumer behavior continually evolves, influenced by a myriad of factors. Understanding these changes is a complex and ongoing process, but it’s one that businesses cannot afford to ignore.

The importance of staying attuned to consumer trends cannot be overstated. For businesses to remain relevant and competitive, they must anticipate and adapt to the shifting sands of consumer preferences. This article focuses on what lies ahead, providing a comprehensive analysis of future consumer trends and offering valuable insights for businesses to remain agile in their approach to market strategy.

A Changing Consumer Landscape

The world is in a state of constant flux, and this is mirrored in the realm of consumer behavior. Several factors contribute to the transformation of the consumer landscape, and these changes can be categorized into various domains. Here are some of the key domains influencing future consumer trends:

1. Technology and Digitalization

As we enter an era where the digital realm plays an increasingly central role in our lives, the influence of technology on consumer behavior becomes more profound. Consumers now expect seamless, personalized, and convenient digital experiences. With the widespread adoption of smartphones, smart home devices, and the Internet of Things (IoT), businesses must stay technologically updated to meet these expectations. Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are poised to revolutionize consumer interactions and preferences in the coming years.

Digital and Online Trends

1. Consumers don’t trust AI, but one-third still use It.

AI is hands down the top trend of 2023, with one in three consumers already using chatbots and platforms like ChatGPT. 

But here’s the plot twist – only 26% of consumers actually trust content created with AI. 

do consumers trust generative AI content

As businesses leverage AI, building trust and maintaining transparency are key to fostering consumer confidence in AI-driven experiences.

Regardless, 40% of full-time employees use AI at work, and 75% of them say it’s effective. The top use cases for AI chatbots at work revolve around assisting people in their work rather than doing their job for them — helping with tasks like getting ideas or inspiration, summarizing text, and learning new things.

top use cases for AI chatbots

These are also among the most effective uses for AI in the workplace, with workers saying AI is most effective for analyzing and reporting data, learning new things, creating images/videos, getting ideas and inspiration, and conducting research. 

what ai chatbot tasks are most effeective

Lastly, we asked consumers which AI they plan on using in the future. 

Despite ChatGPT’s head start, over half of consumers see themselves primarily using Google Bard once it’s publicly available — followed by ChatGPT — with Bing in third place. 

which AI chatbots do consumers prefer

Social media is poised to reshape the shopping world ahead.

In the ever-evolving world of retail and consumer behavior, a striking transformation is underway: social media is emerging as the future of shopping.

What was once a platform primarily used for connecting and sharing has evolved into a dynamic marketplace where consumers discover, explore, and make purchase decisions.

This transformation is not merely a passing trend but a fundamental shift that holds profound implications for businesses and shoppers alike. In this article, we will delve deep into the phenomenon of social commerce, exploring how and why social media is revolutionizing the way we shop, and what it means for the future of retail.

On top of that, 24% of social media users have bought a product based on an influencer’s recommendation in the past three months, a 33% increase from when we ran this survey last year. 

For Gen Z, 40% have bought a product thanks to an influencer in the past three months, and (similarly to our January update) they say recommendations from influencers are more impactful to their purchase decisions than recommendations from their friends or family.

19% of social media users have also sent DMs to get customer service in the past 3 months, up 45% from last year. Not only that, but 1 in 5 Gen Z, Millennials, and Gen X say DMs is how they prefer to get customer service from a company.

Another thing going for social search is the fact that 54% of consumers use their phones over any other device when looking something up on a search engine — jumping to 80% for Gen Z since our last survey.

2. Sustainability and Eco-consciousness

The escalating concern for environmental issues is catalyzing changes in consumer preferences. Sustainability is no longer a buzzword but a fundamental criterion for product and brand evaluation. Consumers are increasingly making ethical and eco-friendly choices, from eco-conscious packaging to carbon footprint reduction. Companies that fail to align with these values may find it challenging to attract and retain customers.

3. Demographic Shifts

The global population is undergoing demographic shifts with implications for consumer trends. The aging population, urbanization, and diverse cultural backgrounds contribute to the complexity of consumer behavior. Understanding the nuances of different demographics and tailoring products and services accordingly will be a key driver of business success.

4. Health and Wellness

Health and wellness have become paramount concerns for consumers. The ongoing COVID-19 pandemic further accentuated the importance of health and hygiene. There is a growing demand for products and services that promote physical and mental well-being. Businesses that incorporate health-conscious attributes into their offerings stand to benefit from this burgeoning trend.

5. E-commerce and Online Shopping

The e-commerce landscape is undergoing rapid transformation. As more consumers opt for online shopping, businesses need to optimize their digital storefronts, enhance user experiences, and streamline their supply chains. The future of e-commerce includes innovations like drone deliveries, cashier-less stores, and advanced personalization techniques.

6. Social and Cultural Influences

Cultural shifts and social movements influence consumer choices. Issues like gender equality, diversity, and inclusion are making a significant impact on what consumers expect from the companies they support. Businesses that embrace social responsibility and exhibit authentic, inclusive values are more likely to thrive in the evolving marketplace.

Key Emerging Consumer Trends

In light of the changing consumer landscape, several key emerging trends are poised to shape the future of consumer behavior. Let’s explore these trends in detail:

1. Personalization at Scale

The era of one-size-fits-all is waning. Consumers now expect personalization at scale. Advanced AI algorithms are enabling businesses to tailor product recommendations, content, and marketing messages to individual preferences. This not only enhances the user experience but also boosts customer loyalty.

To stay ahead, businesses must invest in data analytics and AI technologies to understand their customers better and provide relevant, personalized solutions.

2. Sustainable Consumption

Sustainability is not just a trend but a global imperative. Consumers are gravitating towards eco-friendly products, sustainable packaging, and ethical business practices. Companies that adopt environmentally conscious strategies not only attract customers but also contribute to a more sustainable future.

To capitalize on this trend, businesses should prioritize sustainability in their supply chains, product design, and marketing efforts.

3. The Rise of Local and Ethical Brands

Consumers are increasingly showing a preference for local and ethical brands over large corporations. This trend is driven by a desire to support small businesses and promote ethical practices. Local brands have an advantage in understanding and catering to the unique needs and preferences of their communities.

To tap into this trend, businesses should focus on community engagement and emphasize their ethical and local credentials.

4. Convenience and Seamless Experiences

Consumers today value their time more than ever. Businesses that offer seamless and convenient experiences, whether in shopping, dining, or accessing services, are poised for success. The convenience factor includes everything from frictionless mobile payments to quick delivery options.

Businesses should aim to streamline their customer journey, eliminating unnecessary barriers and ensuring a hassle-free experience.

5. Wellness-Centric Products and Services

The health and wellness trend is showing no signs of slowing down. Consumers are increasingly seeking products and services that enhance their physical and mental well-being. From organic food to mindfulness apps, the market for wellness-centric offerings is expanding rapidly.

To capitalize on this trend, businesses should invest in research and development to create innovative products and services that promote wellness.

6. Responsible Technology Use

Consumers are becoming more discerning about their technology use. They expect companies to be responsible stewards of data and to use technology in ways that benefit society. Businesses that prioritize data privacy, cybersecurity, and ethical AI will gain the trust and loyalty of consumers.

To align with this trend, companies should prioritize transparency and ethical practices in their technology-driven offerings.

7. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR are no longer confined to gaming and entertainment. These technologies are making inroads into various industries, offering immersive experiences for consumers. From virtual home tours in real estate to trying on clothes in a virtual fitting room, the applications are diverse.

Businesses should explore how AR and VR can enhance their products and services, creating engaging and interactive experiences for customers.

Preparing for the Future

Adapting to the changing consumer landscape and emerging trends requires a proactive approach. Here are some steps businesses can take to prepare for the future:

1. Invest in Data Analytics and AI

Data-driven decision-making is essential. Invest in data analytics and AI technologies to gain insights into consumer behavior and preferences. This will enable you to provide personalized experiences and tailor your offerings to match emerging trends.

2. Embrace Sustainability

Prioritize sustainability in your business practices. This includes eco-friendly packaging, responsible sourcing, and energy-efficient operations. Sustainability is not just a trend; it’s a long-term commitment that resonates with today’s consumers.

3. Local and Ethical Branding

Highlight your brand’s local and ethical attributes. Engage with your community and emphasize your commitment to ethical practices, from fair labor to environmentally responsible processes.

4. Focus on Convenience

Simplify the customer journey and make it as convenient as possible. Offer multiple payment options, quick and reliable delivery, and responsive customer support. Convenience is a powerful driver of consumer loyalty.

5. Innovate for Wellness

Explore opportunities to create products and services that cater to the health and wellness trend. From fitness apps to organic food options, consider how your business can contribute to consumers’ well-being.

6. Responsible Technology Use

Ensure your technology practices are transparent, ethical, and aligned with consumer expectations. Prioritize data privacy and cybersecurity to build trust with your audience.

7. Explore AR and VR

Investigate how AR and VR can enhance your business offerings. These technologies have the potential to revolutionize customer experiences and set your brand apart from competitors.


Consumer trends are the lifeblood of any business. Staying ahead of the curve and adapting to emerging trends is a vital strategy for long-term success. In this age of rapid technological advancement and shifting societal values, understanding the future of consumer behavior is more critical than ever.

By recognizing and embracing key emerging trends, from personalization at scale to sustainability and responsible technology use, businesses can position themselves to thrive in the dynamic consumer landscape of tomorrow. The future belongs to those who can anticipate the desires and expectations of consumers, and by staying informed and proactive, your business can be at the forefront of this exciting evolution in consumer behavior.

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