Trend forecasting company WGSN has released its Future Consumer 2025 report, which focuses on four consumer profiles that will drive business in 2025.

The New Nihilists - they’re opting out of the world's turmoil, but these consumers haven’t given up caring, they’re just finding new meaning and happiness outside the mainstream.

Defining qualities

• Contemplative, non-conformist, alternative thinkers, seeking meaning.

What they need

• New Nihilists gravitate towards speculative ideas and creative genres that are outside the mainstream, whether it’s regenerative capitalism, chaos culture, hopepunk fiction, or gaming and psychedelics as a form of therapy. 

Next steps

• Honesty, authenticity and humour will be the best ways to gain the trust of The New Nihilists, who don’t want to feel like they are being sold to.

The Reductionists - after embracing digital convenience and remote living during the pandemic, these consumers are looking to re-establish IRL connections and communities with a more human touch.

Defining qualities

• Busy, values-driven, community-focused, seeking connection.

What they need

• Reductionists prioritise kindness and integrity. If they see something wrong, they do something right, and they will expect the same from you. They are more driven by the virtues of other care rather than self-care.

Next steps

• The Reductionists crave connection, whether it’s through a human touch in the service or an emotional touch in the storytelling. They also need to know that brands' values align with theirs.

The Time Keepers - for these memory-makers, time is the most valuable resource, and they want to do more than just spend it, they want to invest it in things that will make their lives richer.

Defining qualities

• Discerning, epicurean, age-agnostic, seeking enrichment.

What they need

• These consumers need services that free up their time, and rental or fractional ownership models that free them from full-time commitments. 

Next steps

• The Time Keepers want the freedom and flexibility to live their best lives, and they’re drawn to things that will add value to their world.

The Pioneers - these consumers are like light bulbs, they need to be switched on. Spark their interest with new ideas and problem-solving products that make physical and virtual worlds better for all.

Defining qualities

• Entrepreneurial, mercurial, risk-takers, seeking inspiration.

What they need

• Pioneers need solutions that improve the world, whether that’s universal designs that can be used by people of all ages and abilities, or more personalised products and services that will be loved for longer and wasted less. 

Next steps

• The Pioneers will be inspired by new ideas and smart designs, and anything that seamlessly connects their physical and virtual worlds.

For the full report, visit createtomorrowwgsn.com.