Inflation, climate emergency, geopolitical crisis… current events are having an impact on the citizens of this world and the way they behave. The trend firm WGSN has identified several different consumer profiles that are likely to develop in the coming year. According to WGSN, four portraits are likely to emerge in 2023.
The Foresighters
The current environment is a stressor for them. *They proceed with caution. They are only looking for stability and security.
To reassure them, WGSN advises implementing various strategies such as subscription sales, pre-ordering, weekly deposit initiatives, discount models and loyalty programs.
The New Romantics
“Increased workloads and a deep desire to connect with one’s emotions are fueling the New Romantics. They redefine social codes. They are the actors of the urban exodus and the reality of remote work. They are also very attached to the notion of local community,” explains WGSN.
“These consumers are going to need services and initiatives that help them connect with their inner and outer worlds. Use natural materials, create sustainable products that offer sensory moments, encourage rituals and enhance well-being.”
The “Impossibles”
This group is angry. These activists are hungry for engagement. They expect brands to reflect diversity. In order to meet their needs, the forecasting firm believes that manufacturers must focus on change and action. This means developing cross-cultural products, ensuring the supply chain is ethical and being transparent.
The Conductors
This community is all about the thrill. “Invest in exciting experiences, virtual adventures. Explore game-based retailing, Internet commerce, Metaverse marketplaces and …
