Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

The trials of the COVID-19 pandemic have transformed the way people live, the way they think, and what they feel – and the impacts will affect consumer behaviour in the years ahead.

Carla Buzasi, president/CEO of trend and forecasting company WGSN, argued the challenges of repeated lockdowns, mixed with health fears, hope of normality returning, and the second and third waves of the virus had made a deep impression.

“We’ve become very used to lurching from event to event. All of that is having an impact on how we live our lives right now, but it will also have a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands