Trabalho modas

Future consumer forecast 2013
By Ruth Marshall-Johnson, WGSN, 07 September 2011

Introduction
In this report you will find the key consumer issues we have identified for 2013 to guide consumer thinking.
This is our most forward-looking consumer research and over the next four pages we highlight the consumer influences that are starting to show up on our radar and analyse what these early signs mean at this stage.
In order to build a picture of the 2013 landscape on which to plan and research, we also sketch out developing consumer tribes and introduce key consumer topics that will reach commercial fruition by
2013.

The consumer priorities in 2013 will be...
Refinement
Reality
Open-source world

These priorities allow us to name the key consumer tribes for 2013...
Democratic Hedonists
Reality Worshippers
New-Wave Culturalists

What key factors will affect these priorities and inform consumer desire?
Urge to de-tech
Correct and decent
Need for balance between wonder and reality
Ask the big questions
Rich but useful engagement

It helps to pinpoint where we are now ...
Globally people are reacting to a state of overwhelmed confusion - we have too much and we know too much But 2012 will also see the world prepared to enter a new state of wonder - pushing against boundaries and looking to be awed
Consumers will feel able to engage with and search for superb design, awe-inspiring technology and products that really enhance our lives
There will be increasing desire for amazing products and communications that are beautiful, but also offer incredible performance (instead offering beauty at the expense of great performance)
Finding this balance will be the consumer's big challenge to the creative industries
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The internet has given birth to a fast-reacting and multi-contextual glocal consumer
We're watching as the generations most strongly shaped by the digital revolution become the key influence on how the 21st century