WGSN has just released its “Future Consumer 2028” report. The trend forecasting agency has shared an excerpt in which it introduces a new demographic group: the Restorers. These new consumers are seeking to restore balance in an increasingly uncertain world.
Restorers seek authenticity in an over-informed and overstimulated society.
Their consumption is both emotional and ethical. They buy less but better. They support local economies.
They favor brands that respect their pace and their limits. They are drawn to meaningful experiences.
Restorers do not reject technology. They favor technology that supports their quest for peace and quality of life.
The data confirms this. 75% of Latino consumers prefer to buy from local brands, given equivalent quality and price. 47% of young people would prefer to grow up in a world without the internet. 40% of American Gen Z say they are almost always stressed. “And 7 million British adults now live below what the World Wellbeing Movement (an international organization that measures population wellbeing, ed.) calls the ‘happiness poverty’ threshold, with wellbeing levels declining year after year,” notes WGSN.
Hope as a driving force
The emotional driving force that shapes the behavior of Restorers is what WGSN calls “flourishing.”” Hope becomes a strategic emotion. Consumers seek to achieve their goals through small, concrete, and meaningful steps rather than through radical transformations.
What Restorers expect from beauty brands
Beauty becomes a tool for emotional regulation. “Restorers …
