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The Importance of Trend Forecasting with WGSN

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WGSN is a leading trend-forecasting company that provides insights and analytics for various industries, including fashion, beauty, interiors, lifestyle, and more. They offer trend reports, data analysis, and strategic advice to help businesses stay ahead of consumer trends and market changes.

During the Cannes festival, WGSN CEO Carla Buzasi stood on stage, providing festivalgoers with the next up-and-coming consumer forecasts. Buzasi presented their latest Future Consumer 2026 report, which gave us a peek into consumers' mindset and behavioral predictions. The report's overall forecast is that the year 2026 will be 'A year of redirection', meaning it's "a year when people will be redirecting their attention to find collective solutions to complex challenges."


The report addresses four major consumer profiles that most people will fall under. 


1. The Impartialists—they value facts over fiction and unvarnished transparency over slick storytelling.

2. The Autonomists—they are setting their own rules in a world where old expectations no longer feel attainable.

3. The Gleamers—burnout has left this group yearning for a simpler life.

4. The Synergists—they are on a mission to make our fast-changing world better for all by advocating for cultural contraflows and human-tech symbiosis.


These consumer profiles are essential because they allow marketers to stay ahead and shape consumer behavior to support their marketing strategies.



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