Euromonitor International’s Top Global Consumer Trends for 2024 reveals a wide-ranging set of consumer and market trends reshaping every category, but some are poised to impact the beauty, wellness and personal care sectors more than others.

While Delightful Distractions points to a desire to “escape from daily stress and anxieties to break away from the mundane,” and Progressively Polarized highlights escalating self-expression in the political and social realms, other key trends will make a mark in a more pronounced way.

One key Euromonitor trend Greenwashed Out, highlights consumer skepticism over corporations’ sustainability claims and commitments overall. Notably, the firm explains, shoppers “want organizations to step up and show proof of their eco pledges.”

Key claims capturing consumer interest include “environmentally friendly” (62%), sustainable packaging (60%), low carbon/carbon-neutral (58%) and sustainable sourcing (56%).

As a result, “45% of [surveyed] professionals said their company plans to invest in certifications to avoid greenwashing in the next five years.