According to the “Consumer of the Future 2023” study by WGSN, new consumer profiles have changed. The pandemic has brought emotions to the forefront. Companies that can identify these emotions will be able to connect with their consumers in a more intimate and effective way.
Let’s start with the Forward-Thinking consumer. They need to have everything under control, which makes them take refuge in nostalgia and, live in the past, hoping their purchases will provide a sense of stability and safety. With no social life, their perceptions of time has ceased to exist, they cannot disconnect from their day-to-day drudgery and this lack of interaction takes a toll. Since the onset of the pandemic, the kitchen has been one of the busiest places in their home. It has become a laboratory for culinary experiments. A place of reconnection. These conformists respond very well to marketing strategies based on limited editions, pre-orders or subscription models, where this target market can secure their supply of favourite products without feeling anxious.
Secondly, there are the New Romantics. They are connected to emotions, so the pandemic has caused them to reconsider what is most important in their life, largely based on makes them feel fulfilled. They want to improve their work-life balance, so they flee the big, bustling cities to find peace and stability in nature, seeking a greater intrapersonal understanding. Thus, in social relationships, they prefer quality over quantity, as well as relationships with people who bring them calm, happiness and well- being. This feeling of reconnection can be leveraged by brands, who should respond by creating products to facilitate the rituals that help these consumers reconnect with themselves, prioritising the use of natural materials and placing the human being in its most holistic sense at the centre of their discourse. For the new romantic, collectivism as understood from a humanist point of view, is in fashion.
Thirdly, we present the consumers known as Nonconformists or Impossibles. This group, closely related to Gen Z, feel responsible for fixing the world that other generations have left behind. They want systemic change, starting with governments and companies, hoping to find a better future for all. They emphasise the revaluation of local production, becoming loyal localists. In this sense, these mavericks prioritise supporting brands that meet the needs of micro-niches, highlighting those that are conscious of climate change, those that reinvent themselves in neglected communities, or those that have a positive impact on the process of community development. This is done through the use of analogue activism, as well as funding micro-businesses that uphold these values.
Finally, the Energisers, characterised as the most innovative, who have best adapted to the change imposed by the anti-Covid-19 measures. They are characterised by acquiring cognitive flexibility. They place more value on the number of tasks performed than on the time spent on each of them, and value having their own schedule to work from anywhere in the world, They do not want to spend their time doing tasks that do not add value to their daily lives, as the present is fleeting and they want to make the most of it.
As for the future, this profile will be attracted by great experiences in the sensory world, as they need to venture to new territories where they can feel, experience, travel and discover, living their lives to the fullest.
There are certain brands that are already implementing various strategies to reach these consumer profiles. One example is Klarna, a Swedish bank that offers online financial services and allows you to pay for the product during the months that best suit you. Another, Ceremonia, which has been created by influencer and brand guru Babba Rivera, is a special brand that caters to Latin hair. Feals, another noteworthy example, is a premium CBD brand that explores the sentiment market, selling products either individually or via its annual subscription model, allowing New Romantics to find their inner peace.
Will brands continue down this path? What do you think of these types of consumers, and do you already know which one you want to target? We here at Pointbleu look forward to hearing from you.