WGSN lives and breathes the future, and today we’re unveiling the Top Trends for 2024 and Beyond. These 13 trends will shape product and service development for the years ahead.

From sustainable backyard beauty to intelligent AI assistants, these trends aren’t just a glimpse of the future; they’re the roadmap for what’s to come. We’ve been forecasting them for a few years now, providing our customers with certainty and a confident look into what’s next. 

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Get ahead of the curve and discover the top trends that will shape product and service development for 2024 and beyond.

The performance of the 2023 forecasts

Digital Lavender - Colour of the Year 2023
Digital Lavender - Colour of the Year 2023

Colour of The Year for 2023, Digital Lavender, was everywhere, from the catwalks and nail polish collections to car and iPhone shades. It even featured on Taylor Swift’s album.

On the S/S 23 catwalks, it made up 61% of purple shades, up from 57.2% the year before (a 4.3% increase). On TikTok, since we crowned it the Colour of the Year, it accumulated 2m+ views worldwide and online searches for the colour skyrocketed by 36% from 2022 to 2023.

Sea moss - Beauty Ingredient 2023
Sea moss - Beauty Ingredient 2023

This time last year we identified sea moss as the buzzy new ingredient to know. While it started out as a skincare ingredient, it’s been making its way into haircare, bath and body care and even beauty edibles.

The TikTok hashtag #SeaMoss has gained 650m views since WGSN first reported on it in 2022. As TikTok is a channel made of user-generated content, it's not only brands talking about it but also consumers, resulting in a total of 1.1bn views of the hashtag to date, showing a real buzz around the ingredient.

Mindful gaming - Consumer Behaviour
Mindful gaming - Consumer Behaviour 2023

How many times have you used gaming to escape from the stresses of reality? For 2023 Top Trends, we highlighted how gaming would become a way for people to feel better. 

As predicted, we saw a surge of apps for mindful gaming during the year, and saw cosy gamers become an important consumer group within the gamer community. On TikTok, the hashtag #CozyGames has gathered over 1.8bn views to date. With over 3bn active gamers worldwide, this continues to be a big chance for brands to connect with players. 

Sneak Peek Top Trends 2024

Biodegradable Denim - Top Trends 2024
Biodegradable Denim

With more than 2bn pairs of jeans created globally every year, the need to deal with mountains of apparel waste demands diverse solutions. What will this mean for one of fashion's biggest industries?

Auto-tainment - Top Trends 2024

In a future where transportation time will equate to free time, consumers will seek to use their cars for work, rest and play. What will this impact on consumer technologies?

Backyard beauty - Top Trends 2024
Backyard beauty

As sustainability shifts focus to preservation, soil will be recognised as a vital resource to be protected and replenished. What will this mean for the beauty industry?