The End of the 'Typical' Consumer: WGSN's 2028 Forecast - 'The Restorers'

Global trend forecasting company WGSN has released 'Future Consumer 2028: The Restorers,' a report predicting consumer behavior for 2028. In Japan, Itochu Fashion System Co., Ltd. serves as WGSN's official representative.

WGSN reveals critical consumer psychologies that will shape purchasing behavior. Claire Varga, WGSN's Vice President of Content and lead author, states, "The 'typical' consumer no longer exists. By 2028, identities will become increasingly fluid, formed less by age, income, or location, and more by beliefs, emotions, and values."

Using its proprietary STEPIC framework—analyzing changes across Social, Technology, Environment, Politics, Industry, and Creativity—WGSN has identified four long-term consumer profiles: - The Restorers - The Ascendants - The Keepers - The Challengers

This report focuses on 'The Restorers,' who are seeking to regain mental and physical balance in an era of excessive stimulation, uncertainty, and accelerated speed. They are proactively addressing climate anxiety, digital saturation, and cultural noise by prioritizing well-being and aesthetics. They seek products and spaces that reduce mental and physical exhaustion while providing solace and connection.

Sara Maggioni, Head of Fashion at WGSN, notes, "They value durability, transparency, and human-centric design. It is not about fleeting trends; only brands that can prove the heritage and long-term value of their products will win their trust."