According to WGSN, four different types of consumers are likely to emerge in the next two years.

The New Nihilists
How do we make sense of a world plagued by uncertainty? For the new nihilists, the answer is: you can’t.
“These consumers are withdrawing from the ambient turmoil, but they havenʼt given up caring. They are simply looking for purpose and happiness outside the box,” says WGSN.
They are very sensitive to the economic and political crises we are going through, much more so than their elders.
“Honesty, authenticity and humor will be the best ways to gain the trust of the new nihilists, who don’t want to feel like they’re being bought,” the agency advises.

The Reductionists
After embracing digital life during the pandemic, these people are looking to reconnect with a more human touch. At a time when everyday life moves at breakneck speed, reductionists tend to slow down that pace and have more authentic interactions with the world.
They are engaged and it shows in the way they buy. “They want the products they buy to be ethical, made by sustainable brands and respectful of the entire value chain.”
They reject over-consumption and choose local products (when …