Starbucks was targeting the social-media-using millennial with disposable income, said Kara Nielsen, director of food and drink at trend forecasting company WGSN. While this marketing strategy is a popular tactic, Nielsen said, it was especially enticing to young adults who would post pictures of themselves enjoying the PSL on social media.
WGSN, one of the world’s largest trend forecasters, who have been tracking a hyperlocal consumer focus since before the pandemic, says there’s no doubt a simmering consumer preference for authenticity and nostalgia is now at a rolling boil.
“The wellness industry continues to grow in size and importance in consumers’ lives post-pandemic,” says Joe McDonnell, head of insights at the trend forecasting company WGSN. “Staying healthy mentally and physically is a top priority.”
Trend forecasters WGSN have flagged maximalism as a key trend in hotel interiors, stating: “With Covid-19 shuttering hotels all over the globe, attention has turned to innovative redesigns and new openings. A wave of optimism is permeating the industry through interiors that exude joyful maximalism.”
“We’ve just gotten through the pandemic, where food was the baseline — if you could put food on your table, you were okay,” says Lisa White, the creative director and director of lifestyle and interiors at international trend-tracking firm WGSN. “Now we can be more playful with it.”