Global Consumer Trends Index 2024

Understanding customers and meeting them where they’re at is everything. For years, we’ve invested in the Consumer Trends Index (CTI) to bring the voice of the customer to life. It is our goal at Marigold to help our customers understand their audience on a deeper level to build those important long-lasting relationships.

Our 2024 report includes new insights into key areas like purchase drivers, messaging engagement, data privacy and zero-party data acquisition, as well a breadth of data on age generations.


U.S. Consumer Trends Index 2024

Brand loyalty and economic optimism are both on the rise for U.S. consumers in 2024. Get a granular look at what’s influencing consumer behavior, as well as key generational differences, in the U.S.-specific version of the CTI.


European Consumer Trends Index 2024

For comprehensive insight into European consumer behavior, we surveyed over 7,000 consumers across the continent, on everything from what channels they like to purchase from, what factors impact their brand loyalty and how their spending habits will change due to the rising cost of living.


Consumer Behavior By the Numbers

Email remains #1 in consumer purchases.

Half (50%) of consumers have made a purchase from an email in the last year. That’s more than social media advertisements (48%), social media posts (43%), SMS/MMS messages (24%) and banner ads (21%).

Consumers are looking for more than just the lowest price.

Sizable numbers of consumers rank product and service quality (69%), convenience (59%) and excellent customer service (45%) as factors more important than price when it comes to making a purchase decision.

Brand loyalty proves to be immensely valuable.

Nearly two-thirds (63%) of consumers will pay more to shop with the brands they’re loyal to.

2024 Consumer Trends Index Webinar

Join Wendy Werve, CMO at Marigold, and Jim Clark, Strategic Insights Director at Econsultancy, in this replay of Marigold’s Consumer Trends Index webinar. You’ll learn:

  • What consumers think is creepy, what consumers think is cool and how to leverage the right channels and tactics to reach your audience
  • Why email continues to be the top marketing channel for driving consumer purchases
  • Why data privacy concerns continue to remain a focus for consumers

Watch now