New 'Restorer' Trend Blurs Generations, Prioritizing Well-being and Sustainability

A significant shift in consumer behavior is blurring traditional generational divides, impacting lifestyles, views, and values. This evolving landscape is prompting a move away from demographic-based market research towards a more nuanced understanding of consumers.

According to a report by WGSN, titled 'Future Consumer 2028,' the concept of a 'typical consumer' is becoming obsolete. In an era of fluid and fragmented identities, marketers must adapt their strategies, moving beyond age, income, or location. This fluidity influences spending habits and expectations from products and services.

The report introduces 'Restorers' as a key consumer archetype. This group, diverse in age, income, and nationality, shares a common goal: to rebuild personal well-being and embrace a more sustainable way of life in an unstable world. Global research indicates a persistent rise in stress, anxiety, and anger, while satisfaction and trust levels remain stagnant. However, there is a growing hope for the future, suggesting an increasing resilience among individuals.

'Restorers' redefine success, often opting for smaller, achievable goals over the conventional corporate rat race. They find joy in daily rituals that support their well-being and sense of grounding. This group also exhibits strong environmental and ethical awareness, influencing their purchasing decisions. They prefer fewer, higher-quality items, often sourced locally, favoring natural materials and craftsmanship over perfection. While embracing technology, they seek devices that support mental health rather than overwhelm. Brands that offer products and services aligning with these values are likely to resonate with 'Restorers.'