An authoritative international agency forecasting consumer trends in fashion, interior, beauty and media, WGSN conducted an interesting study, during which it compiled an approximate portrait of the buyer of the future. According to the WGSN team, in 2026 consumers can be divided into four types:

1. The Autonomists

This type of consumer moves to the beat of his own internal rhythm, independently determines his rules and values. Uniting in communities, autonomists confidently go towards their goals, not being afraid to stand up against social norms.

2. The Imperialists/ Impartial

In a crisis of disinformation, this type of consumer will tend to believe facts rather than fiction, and prefer transparency over clever combinations. Honest messages and simplified sales will help you gain the trust of the impartial.

3. The Synergists/ Synergists

These inquisitive consumers will always strive to make our rapidly changing world a better place for everyone - both online and in real life - by advocating cultural mutual enrichment, a symbiosis of man and technology.

4. The Gleamers/ Burnt out

A distinctive feature of consumers in this group will be the rejection of traditional life stages. They are burned out and strive for a simpler and more understandable life. From the revival of agriculture to the choice of a family.

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