WGSN releases Future Consumer 2024 white paper

Future Consumer 2024 white paper
May 16, 2022

How can brands engage with overstimulated consumers suffering from data smog and future shock? WGSN's new white paper offers focus and solutions from now until 2024.

London, May 16, 2022 – WGSN, the global authority on trend forecasting, today releases Future Consumer 2024, a white paper that provides a sense of focus amongst ongoing change and consumer engagement strategies.

After years of rapid industry, technological and social acceleration, 2024 ushers in an era of realignment – with ourselves, our workplaces and the planet. WGSN presents the new key consumer sentiments and profiles, and the action points brands need to take to win minds and market share.

In this ever-changing world, it’s never been more crucial for brands to keep pace and align with the needs and desires of the consumer. Future Consumer 2024 underlines the actions needed right now to ensure brands create the products that consumers will prioritise in the months and years to come.

Carla Buzasi, President & CEO of WGSN, explained: “With detailed consumer engagement strategies, our annual Future Consumer white paper is designed to help every business understand the demands of the people who will buy, experience and even create their products in the coming years.”

Andrea Bell, Director of WGSN Insight, commented: “As well as exploring consumer sentiments such as ‘future shock’ and ‘awe’, the white paper sets out four consumer profiles with a shared need for realignment: The Regulators, The Connectors, The Memory Makers and The New Sensorialists.”

Beyond how these groups will feel and behave, Future Consumer 2024 also sets out how brands can focus amongst ongoing change and identify opportunities to engage consumers through a deep understanding of their behaviour and lifestyles, the market and socio-cultural global shifts that will impact and disrupt their industry.

Carla Buzasi added: “The consumers of today are not the consumers of yesterday and they are not the consumers of tomorrow. In a world where the only constant is constant change, being able to balance the needs of today with the demands of tomorrow is a careful balancing act that anyone who cares about the future survival of their brand must juggle.”

The white paper can be downloaded at no cost, here.


For quotes and interviews with WGSN’s consumer experts, contact press@wgsn.com.


WGSN is the global authority on consumer, lifestyle and product design trends, helping brands around the world create the right products at the right time for tomorrow’s consumer. 

WGSN's trusted consumer and design forecasts power outstanding product design, enabling our customers to create a better future. Our services cover consumer insights, beauty, consumer tech, fashion, interiors, lifestyle, food and drink forecasting, data analytics and expert advisory.

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