What is your opinion about this text? Do you agree or disagree?
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Global consumption is undergoing a profound transformation, driven by technological, environmental, and demographic changes. In G20 countries — which together represent about 85% of the world's GDP — these trends have manifested in especially significant ways, shaping consumer behavior and corporate strategies.
1. Sustainable and Conscious Consumption
Sustainability is no longer a differentiator — it's a requirement. Consumers in G20 countries are increasingly aware of the environmental impact of their habits. This translates into:
- A demand for sustainable, recyclable, or carbon-neutral products.
- Preference for ethical brands that are transparent about their production chains.
- Reduced excessive consumption, with a focus on quality and product durability.
In Europe, for instance, countries like Germany and France are leading circular economy policies. In Japan and Canada, consumers are already willing to pay more for green products.
2. Digitalization and Omnichannel Experience
The pandemic accelerated the digitalization of consumption. E-commerce has become well-established, and consumers now expect a seamless experience between digital and physical environments:
- Expansion of e-commerce with AI-personalized platforms.
- Integration between physical and digital stores (omnichannel), such as “buy online, pick up in store.”
- Immersive experiences using augmented reality (AR) and virtual reality (VR) in shopping.
China, South Korea, and the United States are leaders in this trend, with giants like Alibaba, Amazon, and Samsung heavily investing in interactive consumer technologies.
3. Personalization and Data
The ethical collection and use of data enable brands to offer increasingly personalized experiences:
- Custom-made products and services tailored to individual consumption profiles.
- Extensive use of artificial intelligence to predict behaviors and preferences.
- Privacy concerns, driving regulations like GDPR (Europe) and similar legislation in countries such as Brazil, Canada, and India.
4. New Values: Time, Health, and Well-being
Consumption is also being driven by new values:
- Physical and mental health are priorities, with increased demand for healthy foods, wellness apps, and digital therapies.
- Time as a scarce resource, encouraging convenience-based solutions such as fast delivery and on-demand services.
- Greater appreciation for experience over ownership, with the rise of subscription, rental, and sharing models (access economy).
5. Inclusion and Diversity
Consumers are demanding more representation from brands. There is a growing demand for:
- Inclusive products (cosmetics for different skin tones, clothing in various sizes, accessible technology).
- Campaigns that reflect diversity and respect cultural, ethnic, gender, and sexual orientation contexts.
This trend is particularly strong in countries such as the U.S., Australia, the U.K., and increasingly in Brazil and India.
Final Considerations
Consumption in G20 countries is becoming more digital, sustainable, personalized, and guided by human and social values. Companies that wish to thrive in this landscape need not only to adapt their products but also to rethink their business models and purposes.
The future of consumption will be less about “having” and more about “being”: belonging, caring, feeling, and participating. The consumer journey is increasingly becoming an extension of one's identity and values.
Reference: OpenAI. (2025). ChatGPT (June 2025 version) – The Near Future of Consumption: Trends in G20 Countries [Large language model]. OpenAI. https://chat.openai.com/
Thank you very much for your participation. The US election is unique in the world. It is likely that some considerations I have presented do not apply or only apply in part to the US presidential election. This is a personal analysis that I have posted for discussion. Here are some references:
1. Sustainable and Conscious Consumption
Likely references:
- OECD and UNEP reports on sustainable consumption patterns.
- European Commission circular economy action plans (e.g., Germany and France policies).
- Statista and NielsenIQ surveys showing consumer preference shifts.
- McKinsey & Company reports on consumer behavior and ESG trends.
Example sources:
- European Commission (2020). Circular Economy Action Plan.
- NielsenIQ (2021). The Rise of the Sustainable Consumer.
- McKinsey (2022). Consumers care about sustainability—and back it up with their wallets.
2. Digitalization and Omnichannel Experience
Likely references:
- PwC, Deloitte, and Accenture digital consumer surveys.
- World Economic Forum insights on post-COVID digital acceleration.
- Company reports from Amazon, Alibaba, and Samsung.
Example sources:
- PwC (2021). Global Consumer Insights Survey.
- World Economic Forum (2022). The Future of the Consumer.
- Accenture (2023). Omnichannel Consumer Report.
3. Personalization and Data
Likely references:
- EU GDPR and similar privacy legislation across the G20.
- AI and consumer personalization trends from Forrester, McKinsey, and Salesforce.
- Government regulations in Brazil (LGPD), Canada, and India (Digital Personal Data Protection Act, 2023).
Example sources:
- European Commission (2016). General Data Protection Regulation (GDPR).
- Salesforce (2023). State of the Connected Customer.
- McKinsey (2023). The Future of Personalization.
. New Values: Time, Health, and Well-being
Likely references:
- WHO and OECD reports on health trends.
- Statista data on wellness market growth.
- EY and BCG insights on convenience and experience-focused consumption.
Example sources:
- Statista (2023). Global Wellness Economy Report.
- BCG (2022). The Experience Economy Is Booming.
- EY (2021). Future Consumer Index.
5. Inclusion and Diversity
Likely references:
- Brand diversity audits (e.g., by Dove, Fenty Beauty, etc.).
- Social trend analyses from Ipsos, Pew Research Center, and McKinsey.
- National initiatives promoting DEI (Diversity, Equity, Inclusion).
Example sources:
- McKinsey (2020). Diversity Wins: How Inclusion Matters.
- Pew Research Center (2023). Attitudes Toward Gender, Race, and Identity in Global Advertising.
- Ipsos (2022). Global Trends on Inclusion and Representation.
inal Considerations
The concluding ideas synthesize broader sociocultural and economic shifts, inspired by:
- Thought leadership from WEF, Harvard Business Review, and MIT Sloan.
- Evolving concepts of purpose-driven branding and value-based consumption.
Example sources:
- Harvard Business Review (2021). The Purpose-Led Consumer.
- WEF (2022). Shaping the Future of Consumption.
Summary of Reference Types:
- International organizations: OECD, UNEP, WEF, WHO, EU.
- Consulting firms: McKinsey, Deloitte, PwC, Accenture, EY, BCG.
- Academic and think tanks: Harvard Business Review, MIT Sloan.
- Market research: Statista, NielsenIQ, Ipsos, Pew.
- Corporate sources: Amazon, Alibaba, Samsung, etc.
Yes. These are opinions based on observations of the BRICS "movement". This is not a report of what has already happened, but rather expectations of what may happen. We will be able to obtain facts and data, objective evidence as the future unfolds.
Thanks for the clarification.
As you asked for opinion, I disagree with #'s one and five - the others seem fairly credible.
The first begs reality. Sustainable and greenare undefined concept, largely contrivances of marketers to sell, not reduce consumption. Circular economy is little more than a vague intellectual concept. Markets can only play at the edges and make up a good story.
For the last - marketing initiatives are not offered for inclusivity but for profit and are inconsistent with reduced consumption. I do not understand a new marketing demand. I've no idea of a trend in US for "diversity." In fact there has been a strong rejection vs. DEI and the more extreme diversity of trans. UK's recent supreme court similarly balked.
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