Lives of Tomorrow Future Consumer 2028 - Navigating Tomorrow’s Trends
Dec 2, 2025
Ella Hudson, Head of Macro and Consumer Forecasting at WGSN and author of the Future Consumer 2028 forecast, dives into the evolving landscape of consumer personas. She outlines four key archetypes: Ascendants embrace tech and optimization, Keepers prioritize trust and transparency, Restorers seek mindful experiences, and Challengers advocate for accountability. Ella discusses the fluidity of these personas and how brands must adapt to a rapidly changing world while highlighting the impact of generational shifts on shopping behaviors.
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Optimization As Play
- The Ascendants chase self-optimization and early adoption, treating new tech as playgrounds for growth.
- They will pilot wearables and emerging neurotech and evangelize innovations to their networks.
Trust Trumps Convenience
- The Keepers prioritize trust and demand radical transparency from brands about data and ethics.
- Data protection is a top purchase-driver, forcing brands to balance personalization with privacy.
Quiet Commerce And Invisible Tech
- Restorers actively slow down and seek 'quietude' by reducing sensory clutter and choosing human-made, handcrafted experiences.
- They want tech that is intentionally integrated and almost invisible, not performative or intrusive.