As 2024 winds down, we look back at the topics that sparked the most engagement and conversations among our readers. From deep dives into emerging markets in Southeast Asia to an analysis of shifting consumer behaviors worldwide, these articles offered invaluable insights to marketers, researchers, and industry leaders.
Here are our top 13 articles of the year, with expanded summaries showcasing why each one resonated with our audience.
1. Unraveling Filipino Purchase Behaviour
This article topped the charts in 2024, revealing the intricacies of Filipino consumer habits in a fast-changing economic and cultural landscape. The piece explored how family values influence purchasing decisions, from the prioritisation of group-oriented purchases to the preference for brands that emphasise community and trust. Additionally, it unpacked how the rise of e-commerce and digital wallets is transforming shopping behaviors, creating opportunities for brands to deliver seamless, personalised experiences. The article’s rich blend of data and cultural insight made it a must-read for marketers aiming to succeed in this dynamic market.
2. The Evolution of the Vietnamese Consumer in 2024
Vietnam’s consumer landscape has undergone a significant transformation in recent years, and this article provides an in-depth exploration of these changes. It examined the increasing affluence of Vietnam’s middle class, highlighting how this segment is driving demand for premium goods and services. The article also discussed the growing emphasis on sustainability, as Vietnamese consumers increasingly prioritise eco-friendly brands and products. Through real-world examples and expert insights, the piece underscored the importance of localised strategies for brands hoping to connect with this sophisticated and evolving market.
3. 4 Luxury Market Trends to Watch in 2024 and Beyond
Luxury has always been synonymous with exclusivity, but this article demonstrated how the industry is adapting to the modern consumer. It delved into the rise of experiential luxury, where consumers value unique experiences over material possessions, and the growing demand for transparency and sustainability among high-end brands. The piece also explored the role of digital transformation in shaping customer expectations, from virtual showrooms to AI-powered personalisation. These trends paint a vivid picture of an industry reinventing itself for the future, making the article essential reading for anyone navigating the luxury space.
4. Thailand’s Electric Vehicle Market: A Future Powerhouse in Southeast Asia
As sustainability gains traction globally, Thailand has positioned itself as a rising star in the electric vehicle (EV) sector. This article examined the country’s strategic efforts to become a regional leader, driven by government incentives, infrastructure development, and collaborations with global automakers. It also discussed the growing consumer interest in EVs and hybrid models, highlighting key demographic trends that are shaping demand. For brands looking to invest in Southeast Asia’s green future, this article served as both an informative guide and a source of inspiration.
5. Understanding Thai Consumer Preferences and Behaviours
Thai consumers are a blend of tradition and modernity, and this article unpacked the nuanced behaviors that define their purchasing decisions. From the enduring importance of cultural heritage to the growing influence of digital platforms, the piece explored how brands can bridge the gap between the old and the new. Additionally, it shed light on the impact of economic growth on spending habits, as Thai consumers increasingly seek premium and personalised products. By blending data with cultural storytelling, the article provided actionable takeaways for businesses targeting this market.
6. The Impact of Consumer Food Choices on Singapore’s Food and Beverage Growth
In Singapore, food is both a cultural cornerstone and a booming industry. This article highlighted how shifting consumer preferences are reshaping the food and beverage sector, from the rise of plant-based diets to the growing demand for locally sourced ingredients. It also touched on the influence of government initiatives promoting sustainability and food security, creating opportunities for innovative brands to make their mark. With its rich insights and forward-looking analysis, this article offered a comprehensive look at one of Asia’s most vibrant markets.
7. The Organic Wave: Global Trends and Consumer Attitudes Shaping the Future of Food
Organic food is no longer a niche market—it’s a global movement, and this article captured the driving forces behind its meteoric rise. It explored how consumer attitudes toward health, sustainability, and transparency are influencing the demand for organic products across different regions. The piece also delved into the challenges faced by organic brands, from supply chain complexities to maintaining authenticity in an increasingly competitive space. For those looking to understand the trajectory of organic food and its impact on global markets, this article provided a treasure trove of insights.
8. The Evolution of Kids’ Media Consumption Habits
The way children engage with media is changing at lightning speed, and this article explored how technology and content are evolving to keep up. It analysed the growing dominance of on-demand platforms, the impact of gamification on education, and the role of influencers in shaping young minds. Beyond trends, the piece also tackled the ethical considerations for brands entering this space, from privacy concerns to the need for age-appropriate content. Whether you’re in media, education, or marketing, this article was a compelling read on the future of kids’ entertainment.
9. From Niche to Mainstream: The Unstoppable Rise of Organic Foods
What started as a trend has become a powerful shift in consumer behavior, and this article unpacked how organic foods are conquering supermarket shelves worldwide. It explored the role of certifications and trust in driving consumer confidence and how price sensitivity remains a barrier for mass adoption. By highlighting success stories from pioneering brands and analysing data on purchasing trends, the article offered a roadmap for companies aiming to capitalise on the organic wave.
10. Beyond the Runway: Insights into Fashion’s 9 Most Influential Buyer Personas
The fashion industry thrives on understanding its diverse consumer base, and this article introduced nine influential buyer personas shaping the market today. From eco-conscious millennials to trendsetting Gen Z shoppers, the piece provided a detailed profile of each persona, offering insights into their motivations, preferences, and spending habits. It also explored how brands can use these personas to tailor marketing strategies and enhance customer loyalty. For anyone in fashion or retail, this article was a masterclass in consumer segmentation.
11. Gen Z Consumers in China in 2024
China’s Gen Z is a powerhouse demographic, driving trends not just locally but globally, and this article examined what makes them tick. It explored their preference for domestic brands, the importance of social commerce, and their emphasis on individuality and self-expression. With a wealth of data and cultural context, the piece painted a vivid picture of how this generation is reshaping consumption patterns and influencing global markets. Whether you’re a marketer or a brand strategist, this article provided essential insights into this key demographic.
12. How Legacy Beauty Brands Adapt to Win Over Gen Z
As the beauty industry continues to evolve, legacy brands are rethinking their strategies to resonate with younger consumers. This article detailed how brands are embracing inclusivity, sustainability, and digital innovation to stay relevant in a crowded marketplace. From influencer collaborations to eco-friendly packaging, the piece highlighted the tactics that are helping legacy brands thrive. For those in the beauty sector, it was both a guide and an inspiration for navigating change.
13. The Rise of Neobanks and the Impact on Traditional Banking
As traditional banks face growing competition from digital-first neo banks, this article explored the seismic shifts occurring in the financial sector. It discussed how neobanks are leveraging technology to deliver seamless, customer-centric services and why they are particularly appealing to younger, tech-savvy consumers. The article also considered the challenges for traditional banks and how they can adapt to this new landscape. With its forward-looking analysis, it provided a clear understanding of the future of banking.
As we reflect on these standout articles from 2024, it’s clear that the pace of change across industries, markets, and consumer behaviors shows no signs of slowing. From the rise of electric vehicles in Southeast Asia to the shifting preferences of Gen Z globally, these insights have helped illuminate opportunities for brands to stay ahead.
Looking toward 2025, we anticipate even more transformative trends that will challenge conventional thinking and open new pathways for innovation. Stay tuned as we continue to explore the cutting-edge insights that will shape the future of consumer behavior and market research in the coming year.
Want to stay ahead of the latest trends in consumer behavior, market trends and research? Subscribe to our Connecting the Dots monthly newsletter below.
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Senior Marketing Executive
Sales & Marketing
General Manager PR -Internal Communications & Government Affairs
Vital Strategies
Customer Intelligence Director