The world of affiliate marketing is constantly evolving, and 2024 is set to see significant changes driven by shifting consumer behaviour. Younger generations like Gen Z and millennials are increasingly influencing how brands market their products, and this shift presents both challenges and opportunities for affiliates. For those who can adapt, these changes offer a chance to align with consumer values, strengthen partnerships with brands, and drive higher engagement.
In this article, we’ll explore the key ways consumer behaviour is shifting in 2024 and what these changes mean for affiliate marketers.
1. Gen Z and Millennials Are Redefining Trust
One of the most notable changes in 2024 is how trust is built between consumers and brands. According to recent studies, 61% of Gen Z and millennials now trust social media influencers more than traditional celebrities or brand endorsements.
For affiliates, this shift presents a significant opportunity, as consumers are more likely to make purchasing decisions based on the recommendations of influencers they trust.
For affiliates who work closely with influencers or are influencers themselves, this means the potential to engage an audience that is not only highly responsive but also more likely to convert. Building authentic relationships with your audience, prioritising transparency, and aligning with ethical brands will be key in gaining trust from these younger demographics.
2. Sustainability and Ethical Practices Matter More Than Ever
Another key trend that affiliates must be mindful of is the rising importance of sustainability and ethical practices.
According to surveys, 62.7% of Gen Z respondents stated that tracking their environmental impact is important to them. In response, brands are increasingly focusing on sustainability, and consumers are actively seeking out products that align with these values.
For affiliates, promoting eco-friendly and socially responsible brands can create stronger connections with environmentally conscious consumers. Affiliates who align with brands that prioritise sustainability will likely see increased engagement and loyalty from their audience. Additionally, content around sustainability—such as promoting eco-friendly alternatives to popular products or sharing how a brand reduces its carbon footprint—can attract this growing demographic of conscientious shoppers.
3. Influencers Continue to Play a Key Role
As influencers grow in importance, they are becoming key players in affiliate marketing strategies. Gen Z, in particular, gravitates toward content that feels authentic and relatable, and influencers are in a prime position to deliver this.
Platforms like TikTok and Instagram have created a fertile ground for influencers to promote products in a natural, engaging way.
For affiliates, partnering with influencers or becoming an influencer yourself is a powerful way to connect with a younger audience. Micro-influencers and nano-influencers —those with smaller but highly engaged followings—are particularly effective, as their recommendations tend to feel more genuine and less commercial. Brands are increasingly recognising this, and affiliates who collaborate with influencers can boost their reach and drive conversions more effectively.
4. Consumers Demand Transparency
Consumers in 2024 are savvier than ever. They’re no longer easily swayed by overly polished marketing campaigns; instead, they value honesty and transparency. This means that affiliates must be upfront about their partnerships with brands, making it clear when content is sponsored or when affiliate links are being used.
While this might seem like a challenge, it can actually work to an affiliate’s advantage. Being transparent builds trust with your audience, and trust is critical to driving conversions. Affiliates should also focus on creating value-driven content that educates and informs their audience, rather than solely pushing for sales. Whether it’s a comprehensive product review, a tutorial, or an in-depth blog post, content that provides genuine value will resonate more with today’s discerning consumers.
5. Shoppers Are Smarter and More Informed
Consumers today are more informed than ever before, thanks to the vast amount of content available at their fingertips. They read multiple reviews, watch product demonstrations, and compare prices across platforms before making a purchase. As a result, affiliates must focus on quality content that stands out and provides trustworthy, detailed information.
For affiliates, this means going beyond just embedding affiliate links. You need to invest in creating content that adds value to the decision-making process. Comprehensive comparisons, expert insights, and user testimonials are all forms of content that can help consumers feel more confident in their purchasing decisions. The more helpful your content is, the more likely consumers are to trust your recommendations and make a purchase through your affiliate link.
6. Mobile-First Shopping Is Here to Stay
Finally, mobile shopping continues to dominate, especially among younger consumers. Gen Z and millennials are mobile-first shoppers, meaning they rely heavily on their smartphones to browse and make purchases. Affiliates must ensure that their content, whether it’s blogs, videos, or social media posts, is optimised for mobile platforms.
This includes using mobile-friendly websites, creating quick-loading pages, and ensuring that affiliate links are easy to use on mobile devices. Additionally, integrating social commerce —where consumers can purchase products directly through social media apps like Instagram and TikTok—offers affiliates another powerful channel to drive sales.
How Affiliates Can Thrive in 2024
The shifts in consumer behaviour in 2024 present a wealth of opportunities for affiliates who are ready to adapt. By focusing on building trust, promoting ethical and sustainable brands, leveraging influencer partnerships, and creating valuable, transparent content, affiliates can thrive in this evolving landscape.
As consumers become more informed and mobile-first, affiliates who embrace these trends will be well-positioned to drive engagement and increase conversions in the coming year.
