1、DISTILLEDNavigating the cultural trends shaping tomorrowFORESIGHT REPORT JANUARY 2025 DISTILLEDCristina DiezhandinoChief Marketing Officer,DiageoINTRODUCINGWelcome to Distilled 2025,Diageos second Annual Foresight Report,which sets out the most pressing consumer trends facing brands today.Distilled

2、was created to uncover and analyse key trends shaping the future of socialising.Its ethos is rooted in a desire to drive a deep understanding of our consumers in all ourmarkets.Through our Diageo Foresight SystemTM(1)we identified a wide-ranging representation of global consumer trends,with five key

3、 macro-trends that we saw shaping global consumer behaviour:Neo-Hedonism,Conscious Wellbeing,Expanding Reality,Collective Belonging and Betterment Brands.Each of these macro-trends has a series of“signals”ormicro-trends that feed into it.For Distilled 2025 our aim has been to dig deeper and gain ric

4、her foresights.In the last FORESIGHT FOR 202512 months,we have analysed over 160 million social media and online conversations across all our markets,enabling us to look more deeply at the macro-trends.Significant themes haveemerged.The micro-trend we call“AI-Enabled Relationships”has boomed across

5、all regions,with conversations operating at all levels.AtDiageo we have asked how AI can enhance the consumer experience with our brands.In May we further evolved the use of our proprietary FlavorPrint technology through theunveiling of“Whats Your Cocktail?”,which uses AI to provide consumers with r

6、eal-time beverage recommendations that match their unique flavour preferences.Conscious Wellbeing and wellness were a key combination last year and this has continued,with consumers demanding more moderation options across social occasions.Micro-trends like“Decelerated Occasions”aresignalling a cons