As 2024 comes to a close, we reflect on a year of unprecedented change across industries. Brands faced rising challenges, from sustainability demands to evolving consumer behaviours, and our reports and guides became essential resources for navigating this dynamic landscape.
From in-depth persona analyses to trend reports on critical shifts in industries like entertainment, finance, and travel, here are our top research reports and guides for 2024. Each offers actionable insights and strategies to help businesses prepare for the year ahead.
The Green Brand: A Comprehensive Guide to Sustainable Trends Reshaping Brands
Sustainability remained a top priority for consumers in 2024, and this guide provided essential strategies for aligning brands with evolving expectations. Drawing on extensive research, the report explored key areas such as carbon-neutral branding, responsible sourcing, and consumer demand for transparency. It also featured data on the rising willingness of consumers to pay more for eco-friendly products, with figures highlighting the growth of the global green product market. Businesses across industries found this guide invaluable for staying competitive in a sustainability-driven market.
9 Fashion Buyer Personas
This comprehensive guide used consumer research to identify and analyze nine key personas shaping the fashion industry in 2024. Each persona was based on demographic, psychographic, and behavioural data, offering actionable insights into spending habits, preferred purchasing channels, and brand loyalty. The guide also highlighted the rise of resale markets and how sustainability concerns are influencing purchasing decisions, making it a critical resource for fashion marketers and retailers.
Money Matters
Amid rising inflation and economic pressures, this report explored how financial challenges reshaped consumer spending and saving habits in 2024. Using data from global markets, it revealed a shift toward value-driven purchasing, with consumers prioritising affordability over brand loyalty. The report also examined how different age groups responded to economic changes, providing insights into generational financial behaviours and their implications for businesses.
9 Travel Personas
Travel surged back in 2024 but with a new set of preferences shaped by the pandemic and evolving consumer priorities. This guide analyzed research data to outline nine travel personas, shedding light on their motivations, spending habits, and preferred destinations. Key findings included a notable rise in demand for sustainable travel and luxury experiences, offering actionable strategies for hospitality and tourism brands to attract diverse traveller segments.
Next Wave Entertainment
This report captured the major shifts in media consumption, including the rapid adoption of short-form video and the increasing use of virtual and augmented reality in entertainment. Data-driven insights revealed how younger audiences are embracing decentralised platforms and interactive content, creating opportunities for innovative brand collaborations. The report served as a guide for media companies and marketers aiming to stay relevant in a fast-changing landscape.
8 Financial Services Personas
This guide offered in-depth research on eight distinct financial services personas, derived from behavioral and transactional data. It examined each persona’s financial goals, preferred engagement channels, and decision-making processes. Insights included the rising importance of digital financial tools among younger consumers and the role of personalised advisory services for older demographics. The guide provided actionable strategies for financial institutions to tailor their offerings and improve client retention.
8 Pet Parent Personas
The pet care industry saw continued growth in 2024, and this guide analyzed eight personas representing pet owners with diverse priorities. Research highlighted how factors like income, pet type, and lifestyle influence purchasing decisions, with an increasing trend toward premium and health-focused pet products. This guide became a go-to resource for pet brands aiming to connect with and serve their target customers effectively.
UK Cost of Living Study
Rising living costs in the UK prompted consumers to adjust their spending habits, and this study captured those shifts with detailed data. It revealed a growing focus on budget-conscious purchasing, increased loyalty to affordable brands, and changing attitudes toward discretionary spending. Businesses across sectors used this report to understand and respond to the economic challenges shaping the UK market.
9 Types of Restaurant Patrons and Their Personas
Dining preferences are more varied than ever, and this guide used data to outline nine personas representing today’s restaurant patrons. It provided insights into each group’s expectations, from ambience and service to menu preferences and price sensitivity. With actionable strategies for tailoring experiences, the guide was a valuable resource for restaurant owners and marketers looking to stand out in a competitive industry.
9 Grocery Shopping Personas
This guide identified nine shopper personas influencing the grocery industry, using behavioural data to reveal their preferences for in-store and online shopping. Findings included the growing importance of sustainability, convenience, and technology integration, offering retailers a clear path to meet evolving customer expectations. The guide became a cornerstone for businesses adapting to rapid changes in consumer shopping habits.
The Modern Millennial
This report provided a data-rich examination of millennials, a generation reshaping industries worldwide. It explored their preferences for digital engagement, sustainable products, and personalised experiences, highlighting the key factors driving their purchasing decisions. With actionable insights, the report helped businesses understand how to align with the values of this influential cohort.
Youth Attitudes Toward Governance in Southeast Asia
This study offered a deep dive into the perspectives of Southeast Asia’s youth, focusing on their priorities around governance, transparency, and accountability. Based on survey data, it revealed how young people are influencing policymaking and demanding more inclusive and ethical leadership. The findings were invaluable for governments, NGOs, and brands aiming to engage with this vocal and dynamic demographic.
Changing Gears
The automotive industry is undergoing a significant transformation, and this report highlighted the key trends shaping its future. From the rise of electric vehicles to shifts in consumer preferences, it used data to forecast opportunities and challenges for brands in the sector. The report served as a strategic guide for businesses navigating a rapidly changing market.
Read moreFrom actionable persona guides to cutting-edge trend reports, these resources shaped how businesses approached 2024’s challenges and opportunities. Want to stay informed on the latest research and insights? Follow us on LinkedIn or subscribe to our newsletter below for updates that keep you ahead of the curve in 2025.
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