Consumer Profiles that will shape the market in 2027
WGSN Insider
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Carla Buzasi, CEO of WGSN, presented the rising consumer profiles and the drivers behind these groups for 2027 at Web Summit Rio, one of the global editions of the renowned technology and innovation event originally based in Lisbon.
The meeting took place between April 28 and May 1, 2025, in Rio de Janeiro, bringing together industry leaders, start-ups, investors and enthusiasts to discuss the latest trends in technology, business and digital culture.
Carla highlighted the importance of emotions in this future scenario:
“At WGSN, we are deeply exploring the healing power of emotions and focusing on how consumer feelings will shape the way people live, work and have fun” – Carla Buzasi at Web Summit Rio
Below are some of the consumer profiles highlighted in the talk and tips on how brands can adapt to remain relevant in a constantly evolving market.
2027 according to WGSN
Carla began by explaining WGSN’s vision for 2027: a year that will bring a new sense of connection between polarities. This will manifest in contrasts like light and darkness, nature and technology, old and contemporary, online and offline, comfort and discomfort, rationality and spirituality, and joy and anger.
We will move from an “either/or” mentality to an “and/and” era, in which multiple realities and beliefs can coexist, with each one seen as valid and valuable.
To support this vision, WGSN uses the STEPIC methodology, which analyses six interconnected pillars – Society, Technology, Environment, Politics, Industry, and Creativity – through in-depth research. Based on this analysis, WGSN demonstrates how the ideal of coexistence of polarities will impact these six pillars and influence the emotions of consumers in 2027, resulting in six feelings that will shape the consumer of the future.
Meet the Future Consumer 2027
Guardians of Privacy
Going against a permanently connected lifestyle, this group opposes the culture of overexposure to protect their data, cultural heritage and mental wellbeing. Motivated by technological scepticism and a desire for control, they are redefining privacy to regain a sense of autonomy and satisfaction.
With the internet becoming a breeding ground for ‘brain rot’ – “the supposed deterioration of a person’s mental or intellectual state, resulting from excessive consumption of trivial or unchallenging online content” – these consumers will seek refuge. Brands that can offer them simplicity, security, discovery and exclusivity, beyond algorithms, will win.
Energisers
Energisers seek humour in a hostile and serious world, viewing entertainment and play as fundamental rights. Sceptical of AI, they will use their imagination to promote ‘funtility’, a new concept of success that combines fun and purpose.
The main demographic groups of Energisers include Millennials, Gen Z and Alphas. They will adopt the absurd, the surreal and humour as strategies to face the polycrisis and evade contemporary stressors. Playfulness will help them process negative emotions, such as anger, to ensure individual and collective wellbeing.
According to UN data, 71% of children globally say that playing is important because it makes them happy.
The WGSN Future Consumer report
WGSN’s main annual report, Future Consumer, reveals the four feelings and consumer profiles that will shape the macroeconomic, political, social and technological landscape in the next two years. It connects data and culture in areas like technology, marketing, design, retail and business strategy, offering a clear view of the relevant trends and future directions. The report also presents the main strategies that companies should adopt today to ensure future success.
Coming soon - Future Consumer 2027: Emotions
Our annual Future Consumer flagship forecast is coming soon. 👀
