10 Trends to Watch in 2024

Dec 15, 2023

DECA members always look for ways to learn more throughout their DECA experience. As we enter the 2024 calendar year, dive into the projected top trends that companies and consumers think will take the world by storm.

1. Artificial Intelligence

AI and machine learning are being integrated into many companies’ products and services. Companies need a compelling AI strategy for customer experiences and internal operations.

2. Soft Skills

Organizations will increase their investment in developing employees’ soft skills: emotional intelligence, communication, problem-solving and thought leadership. Soft skills are important qualities that require a human touch.

3. Authentic Influencers

More and more brands are shifting towards authentic everyday creators as influencers. Everyday creators have a 60% higher engagement rate with audiences, demonstrating a preference over celebrity influencers.

4. Last-Mile Delivery  

As long-distance supply chain issues are resolved, problems still remain with the last mile. Consumers want purchased products to arrive in two days or less, and that last mile is proving problematic. Watch for drone delivery on a larger scale in 2024.

5. Bleisure Travel

With many employees able to work remotely, bleisure (business + leader) travel has skyrocketed. People book leisure travel experiences but still work from the hotel room or lobby area. Most destinations offer free Wi-fi and comfortable work areas making bleisure travel a win-win.

6. Purpose-driven Travel

Travelers are looking for more meaningful experiences when booking trips. Travelers want to make authentic cultural connections and have immersive experiences that create stories worth sharing.

7. First-party Data

In 2024, there will be stricter privacy regulations and the end of third-party cookies. Digital marketers must shift to first-party data, collecting information directly from the customer. This will result in greater data accuracy but requires much more security and data protection.

8. Social Platform Searches

Social media channels are now integrating search results and adding robust search tools to their platforms. The speed and quality offered on social media platforms are hard to beat, especially when people enjoy user-generated content.

9. Flexible Work

Since COVID, remote and hybrid work has become a priority for many people in today’s workforce. Not only are employees seeing financial benefits to remote work, but employers have begun to recognize the value in recruiting talent from anywhere in the world.

10. Shift in Value

Recently, we’ve begun a shift in the meaning of value to consumers. Instead of making purchasing decisions solely on price and quality, consumers are considering values like sustainability and experience. This shift will continue as consumers reassess their priorities with consumption.


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

  • 1
    Which of these trends do you think will have the greatest impact in 2023? Why?
  • 2
    Which of these trends do you think will have the least impact in 2023? Why?
  • 3
    Research another trend predicition for 2023 not on this list. Why do you think that trend is important for the coming year?
  • 4
    Check out the "Ten Business Trends to Watch for in 2022" article on DECA Direct. Select two trends from the article and discuss how the trends came to life (or not) during 2022.

Classroom Connection

Career CLuster:

Instructional Area(s):

Performance Indicators:

Describe current business trends
Describe current issues and trends in the hospitality and tourism industry
Describe current issues/trends in marketing communications
Develop insights using trends occurring in other industries
Describe current issues and trends in the hotel/lodging industry
Explain trends in human resources management
Identify issues and trends in travel and tourism
Describe trends in international distribution systems