Western Europe Trends to Watch in 2024

Regulatory Challenges Will Force Retail, Media, and Marketing Firms to Adapt and Innovate

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon. Uncertainty around AI regulation remains, but digital identity rules are progressing and the push toward a circular economy continues. In social media, firms are responding to the EU crackdown on data privacy by switching to subscription models.

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Table of Contents

  1. The EU will lead the global AI regulation race, but against strong opposition
  2. Digital wallets will gain a bigger share of ecommerce transactions as electronic ID regulation looms
  1. The circular economy will thrive as fashion companies prepare for new sustainability law
  2. Social media’s pivot toward subscription tiers won’t materially change behaviors
  1. Sources
  2. Media Gallery

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Bill Fisher, and Carina Perkins


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jennifer Pearson
VP, Research

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