Ella Hudson

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.