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.

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