TREND BOARDS 2024

THE INTENTIONAL CONSUMER Just enough... is enough!

THE HOME

Amid a time of uncertainty, the intentional consumer redefines their meaning of success. Driven less by blind consumerism and more by conscious consumption, these consumers prioritise sustainability and ethical choices. They value transparency in where products and services come from, and are embracing the conviction that many small actions have the collective power to make a difference. The climate crisis has led people to prioritise energy efficiency at home. In the kitchen, we will see technology become a key tool for intentional living, enabling more efficient meal prep, healthier eating, and less food waste.

services that will appeal to more resourceful lifestyles amid financial uncertainty. The colour green symbolises growth and hope, while earth tones signify stability, dependability and timelessness. Both are closely associated with nature and security, and will resonate with the shift towards regenerative and self-reliant lifestyles, de-cluttered designs, and a focus on living in harmony with the habitats that support us.

Having a clean home doesn’t just mean that we’ve swept, mopped and dusted, today it means clean living. Not only does this include our shopping choices and eating habits, but there is an increased focus on generating clean energy. Expect this consumer to adapt and invest their interiors to be more efficient as well as having a visual and harmonising appeal. Repair and recycling are helping to solve the problem of rampant waste. These consumers look out for initiatives that encourage

DIY, resale and repair of apparel, interiors and tech. These consumers are more likely to shop locally and seasonally. Expect to see more climatarian cuisine (food chosen based on its carbon footprint), with less packaging, or no packaging at all with refillable product solutions. They seek out brands with wellness focused solutions, who tell the story of how they are actively helping people and the planet, and offer products and