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Writer's pictureSimin Xu

Unveiling Future Trends: Insights from WGSN's CEO on Consumer Behavior and Marketing Opportunities



I’m thrilled to share highlights from an insightful talk by the CEO of WGSN. This session was packed with fascinating content for all marketing enthusiasts.


The CEO kicked off by explaining how WGSN predicts major macro shifts. They start by analyzing big changes in society, technology, environment, and politics, then narrow down to specific trends. This helps forecast what will be in your wardrobe or on your bathroom shelf in a few years. Imagine having a crystal ball for the consumer market!



She mentioned 2026 as the “year of redirection,” where consumers will take more control, challenging traditional ways. This shift presents a golden opportunity for brands to help consumers make better choices, building trust and loyalty. She also discussed “rational optimism,” emphasizing that despite negative headlines, the world is improving in many ways. Brands tapping into this positive narrative can resonate with consumers tired of doom and gloom.


Another key point was “yearning,” an evolved form of nostalgia heightened by the pandemic. Younger generations are longing for simpler times they never lived through. Brands can create products that evoke these cherished memories.


Lastly, the CEO introduced consumer profiles: the Autonomous, the Gleamers, and the Synergists. The Autonomous chart their own paths, Gleamers find joy in small moments, and Synergists integrate technology seamlessly with human experience. Understanding these profiles helps brands stay relevant and create deeper connections.


For marketers, these insights are a treasure trove. Aligning with these trends ensures relevance and fosters meaningful audience connections. Thanks for reading, and stay tuned for more exciting marketing updates!

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