New Research: Customer Preferences in 2024

As we progress into 2024, the way customers interact with brands and make purchasing decisions has shifted dramatically. While some longstanding preferences remain relevant, the impact of technology, societal changes, and new trends has reshaped others. In this newsletter, we’ll explore how old preferences stack up against the new, revealing just how much customer behaviour has evolved.

1. Personalization: Then vs. Now

Years ago, personalization was often limited to surface-level interactions, such as adding a customer’s name to an email or sending basic birthday discounts. It was seen as a nice touch, but not necessarily a dealbreaker.

In 2024, personalization has become far more advanced and is now a key driver of purchasing decisions. Customers expect brands to know their preferences, anticipate their needs, and offer customized experiences across multiple touchpoints. Using data and AI, businesses can deliver tailored product recommendations, exclusive offers, and even individualized content, transforming personalization from a bonus to a necessity. Today, 80% of customers say they are more likely to buy from brands that offer personalized experiences .

2. Sustainability: An Emerging Priority

In the past, sustainability was a niche concern, typically championed by environmentally conscious consumers. While some customers appreciated eco-friendly practices, it wasn’t a priority for most shoppers.

Sustainability has become a non-negotiable for many customers in 2024. The shift toward eco-conscious consumption is driven by growing awareness of climate change and environmental impacts. Recent studies show that 65% of consumers are willing to pay a premium for sustainable products, and 55% actively seek out brands with strong sustainability commitments. Brands must now demonstrate eco-friendly practices, from supply chain transparency to packaging innovations, to retain customer trust.

3. Loyalty vs. Convenience

Traditionally, loyalty programs were a major factor in retaining customers. Businesses invested heavily in creating points systems, rewards, and incentives that encouraged long-term loyalty. Customers often stuck with brands they knew, regardless of minor inconveniences, because of these loyalty perks.

While loyalty still holds value, convenience has surpassed it as a top customer priority. In 2024, customers are less inclined to stay loyal if they encounter friction in the shopping process. Speed, ease of use, and instant gratification now dominate customer preferences. Fast delivery, seamless checkout experiences, and hassle-free customer service have become critical factors. As a result, 58% of customers are willing to switch brands if another offers a more convenient service.

4. From Products to Experiences

In the past, the focus was largely on the product itself. Customers wanted quality, reliability, and good value. The buying experience was often transactional—customers found a product, paid for it, and moved on.

Today, customers are placing higher value on experiences rather than just the product. Interactive marketing, immersive events, and personalized journeys are driving deeper connections between brands and customers. For younger generations, particularly Gen Z and Millennials, experiences are key to creating emotional bonds with brands. In 2024, 78% of customers say they prefer engaging with brands that offer experiential content and memorable interactions, such as virtual reality or brand-hosted live events.

5. Omnichannel vs. Multi-Channel

In the past, many businesses operated on a multi-channel model, offering customers various ways to shop—whether through a physical store, website, or mobile app. However, each channel often existed in isolation, with little connection between them.

Omnichannel experiences are the gold standard in 2024. Customers expect smooth, integrated experiences across all channels, whether they’re browsing online, shopping in-store, or engaging through social media. The ability to switch between devices and platforms without any disruption is now a fundamental expectation. New research shows that 73% of customers engage with multiple touchpoints before making a purchase, making omnichannel fluidity essential for success.

6. Marketing Hype vs. Authenticity

Customers used to respond well to traditional advertising, which often involved catchy slogans, celebrity endorsements, and polished campaigns. Marketing was focused on creating a larger-than-life image of the brand, with an emphasis on aspirational messaging.

In 2024, authenticity reigns supreme. Customers are increasingly sceptical of over-the-top marketing and are drawn to brands that show transparency, admit mistakes, and engage in real conversations. Rather than responding to hype, they want genuine interactions. According to new research, customers are more likely to engage with transparent brands, offer user-generated content, and display real-world testimonials. The shift is clear: authenticity builds trust and long-term relationships in ways that flashy marketing no longer can.

7. Data Privacy: From Trust to Transparency In the early days of online commerce, customers were largely unaware of how their data was being used. Trust in companies was implicit, and there was little concern over privacy practices. Brands could gather data with minimal transparency, and there were fewer regulations governing data use.

Data privacy is a top priority for customers in 2024. Today’s customers are not only aware of data practices but expect complete transparency from brands on how their personal information is handled. A staggering 81% of customers say they expect businesses to be upfront about data collection and usage, and many will abandon a brand that is not transparent about its privacy practices. Striking the balance between personalization and privacy is essential for building trust in 2024.

Final Thoughts

The preferences of 2024 customers are shaped by new technologies, heightened awareness, and evolving values. While many trends such as personalization and convenience have deepened, others, like sustainability and authenticity, have gained newfound importance. Understanding this shift from old to new is essential for brands looking to remain relevant and competitive.

At Vorson , staying ahead of customer preferences and embracing the latest market trends is at the core of our business strategy. Whether through personalized solutions, eco-friendly practices, or seamless digital experiences, Vorson consistently adapts to the evolving demands of our clients. By leveraging advanced technologies, including AI-driven personalization and sustainable production methods, we ensure our products and services align with the current expectations of convenience, transparency, and authenticity. As a forward-thinking company, Vorson remains committed to delivering innovative, customer-centric solutions that resonate with today's informed consumers.

As these preferences continue to evolve, businesses must adapt to meet their customers' changing needs, ensuring they stay ahead in this fast-moving landscape.

Is your brand ready for the future? Now is the time to embrace the new and leave behind the old.