Lives of Tomorrow The Fear Factor: Understanding Today’s Consumer Psyche
Aug 26, 2025
Martina Rocca, a cultural strategist at WGSN, dives into today's consumer psyche shaped by heightened fears. She highlights alarming trends like eco-anxiety and the unsettling role of AI, revealing how these fears influence purchasing decisions. Martina points out the generational shifts in relationships and the notion of a 'sexless' trend affecting young people. She encourages brands to prioritize emotional intelligence and authentic connections, moving beyond mere transactions to foster trust and sustainability.
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Heightened Fear Shapes Consumer Choices
- WGSN identifies a new emerging mindset: heightened fear shaping consumer behavior across decisions and brands.
- Emotions now drive roughly 70% of consumer decisions, making emotional trends critical to forecast and strategy.
Three Core Consumer Fears
- Three core fears rise: climate oblivion, loss of human agency, and fear of emotional engagement.
- These fears manifest as eco-anxiety, AI distrust, and relationship withdrawal, especially among young people.
Trust Decline Intensifies Fear
- Global trust in institutions and business is falling, increasing consumer suspicion and grievance.
- The 2025 Edelman Trust Barometer shows 61% feel institutions serve narrow elite interests, fuelling distrust.