Lives of Tomorrow Understanding the Future Consumer: Key Personas for 2027
May 20, 2025
Allyson Rees, Senior Consumer Lifestyle Strategist at WGSN, co-authored the report on future consumer behaviors. In the discussion, she introduces four key personas shaping 2027: Privacy Keepers, Conventionalists, New Independence, and Energisers. The conversation highlights the impact of technology on shopping habits and the growing necessity of digital decluttering for mental well-being, especially among younger generations. They also explore how brands need to foster authentic connections to thrive in a rapidly changing consumer landscape.
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Four Consumer Personas for 2027
- 2027's four key consumer personas are Privacy Keepers, Conventionalists, New Independence, and Energizers. - Each persona reflects distinct values from digital privacy to playfulness, affecting shopping habits and brand engagement.
Invest in Digital Decluttering
- Brands should invest in digital decluttering by limiting unnecessary notifications and streamlining consumer touchpoints. - This approach respects consumers' desire for control and reduces digital stress, enhancing brand value.
Create Offline Experiences
- Develop offline and phone-free experiences to satisfy Conventionalists' craving for authentic connections. - Create physical spaces encouraging spontaneous interactions, moving away from constant digital engagement.