By understanding the unique needs of each consumer profile and adopting appropriate strategies, brands and retailers can build lasting and meaningful relationships with the future consumer.
If you ask a brand leader what sets their company apart from the competition, they would likely tell you they can innovate and quickly adapt to market changes and consumer needs.
That is why it is essential to stay informed about market trends and consumer evolution. WGSN’s annual report, “The Future Consumer 2026,” identifies the consumer profiles and sentiments that will impact retail in the coming years.
Here are the profiles and recommended strategies for retail:
1. The Gleamers
Gleamers are characterized by their pragmatic optimism. They value personal care and community well-being. Many are moving to suburban and rural areas, revitalizing neighborhoods.
This group seeks products, services, and experiences that offer meaningful and achievable improvements in their daily lives, driven by a desire for genuine connection and overall health.
Strategies to synergize with this future consumer include:
- Celebrating small milestones through congratulatory messages or special discounts can make a difference. For example, Sephora’s Beauty Insider loyalty program offers gifts on particular dates and personalized rewards based on customer purchases and preferences.
- Associating the brand with health initiatives or creating relaxation spaces in their establishments.
- Expanding presence into rural areas and adapting inventory to local needs.
- Organizing events in community spaces to foster connection and customer well-being.
2. The Autonomists
Autonomists value autonomy and self-expression, seeking products and messages that celebrate their individuality and empower their independent lifestyles.
This consumer of the future will engage in communities and platforms that facilitate peer support and resource sharing.
Autonomists will value brands that can:
- Provide personalized experiences that allow customers to reflect their unique style and values. A prominent example of this initiative is Nike By You, which allows customers to customize sneakers, allowing them to express their individuality.
- Demonstrate commitment to social justice and inclusion by partnering with organizations that support marginalized communities.
- Create physical or digital spaces where customers can express themselves and share their ideas.
3. The Impartialists
The third group is called impartialists. They prioritize transparency and facts over fiction.
This group is attracted to clear and transparent communication and values propositions based on verified facts and data.
Their purchasing processes are simplified and direct.
To attract this future consumer, it will be necessary to:
- Provide clear, precise, and verifiable information about products, services, and business practices. IKEA products are an example of this. They feature detailed labels and descriptions, along with available staff to answer questions and sample areas where customers can try products in a realistic environment.
- Design intuitive and user-friendly shopping experiences, both online and in physical stores.
- Be sincere and transparent in customer communication to strengthen long-term trust and loyalty.
4. The Synergists
A fourth group of future consumers is Synergists, who appreciate integrating technology with human elements and promoting innovations that benefit society.
They are interested in projects and products that reflect diversity and inclusion.
They stand out for their curiosity, exploring spaces and opportunities to learn and experiment, supporting initiatives that facilitate growth and knowledge exchange.
Synergists will ask their brands to:
- Invest in R&D to create products and services that integrate technology responsibly.
- Collaborate with organizations, communities, and experts from different sectors to address global challenges.
- Communicate the brand’s actions to make a positive impact on the world. For example, a recent campaign by H&M Chile invited customers to bring unused textiles to reuse in making blankets for homeless individuals.
Understanding the unique needs of each future consumer profile and adopting the right strategies will enable brands and retailers to build meaningful and lasting relationships with them.
How Frogmi Helps
Our years of experience have taught us that to implement these and other strategies effectively, it is essential first to cover the basic pillars of store operations:
- Proper execution of recurring tasks in stores.
- Impeccable product management to ensure availability in the correct location and marked with the appropriate price.
- Properly implemented promotional campaigns.
- Trained personnel.
We invite you to read our eBook “5 Pillars to Approach the Perfect Store”.
With Frogmi, you can do all this and more through our web-mobile platform designed specifically for retail.
The future of retail is full of opportunities for those willing to evolve and adapt. Understanding who the future consumer will be and adjusting strategies to meet their needs will allow you to build solid and lasting relationships with them.
It’s time to prepare for the future. The tools are already available; you just need to take the first step.