Trend Drivers

Sustainability

83% of consumers consider the environment in their purchasing decisions.

As the climate crisis becomes a more and more pressing issue, consumers increasingly value products that represent sustainability.

This goes past the obvious, going into the future the sustainability trend will reach further than just organic/recyclable products, we need to start considering how sustainability is represented as a lifestyle.

Focus on maximalism/indulgence may decrease going into the future as this imagary is associated with an unsustainable lifestyle, so focus will shift to a more stripped back, minimalistic style.

COVID-19

“It seems we are massively entering a quarantine of consumption where we will learn how to be happy just with a simple dress, rediscovering old favourites we own, reading a forgotten book and cooking up a storm to make life beautiful.” – Trend Forecaster Li Edelkoort.

Coming out of the pandemic, there will be an increased sense of individual social responsibility resulting in a surge of people looking a try out a more minimal lifestyle in order to reduce their consumption. This means customers will be considerate when shopping, looking for products with real value and quality.

Furthermore, shoppers will be keen to return to the shops in the future, but the regulated shopping experience we saw during the pandemic means they will be used to a safer and less hectic shopping experience. Because of this, Stores will celebrate a slower pace and provide a refuge for shoppers, with strict backspaces that take a less-but-better approach to design. This will boost emotional and mental well-being and provide respite and moments of calm.

THE CONSUMER

“A 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.”

The free people consumer is a woman who is outdoorsy, adventurous, creative, loves to travel (research shows that a year, 6 more than Gen Z) and values relaxation and mindfulness in her leisure time.

Multi-funtional minimalism is a concept that will fit seamlessly into the world of this person. Her love of the outdoors means she is already focused on sustainability and will be attracted by the idea of a more minimalistic lifestyle. However, the adventurous and creative nature of the consumer means that she will still seek excitement alongside this more stripped back way of living. This is where multi-functionality comes in- she likes to try new things, so will be intrigued by innovative, dual-purpose products. As well as this, multifuntional products will provide efficiency in her busy, travel-filled lifestyle whilst still allowing her to value minimalism.

THE CONSUMER

“A 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the

The free people consumer is a woman who is outdoorsy, adventurous, creative, loves to travel (research shows that Millenials have an average of 35 travel days , 6 more than Gen Z) and values relaxation and mindfulness in her leisure

Multi-funtional minimalism is a concept that will fit seamlessly into the world of this person. Her love of the outdoors means she is already focused on sustainability and will be attracted by the idea of a more minimalistic lifestyle. However, the adventurous and creative nature of the consumer means that she will still seek excitement alongside this more stripped back way of living. This is where multi-functionality comes in- she likes to try new things, so will be intrigued by innovative, dual-purpose products. As well as this, multifuntional products will provide efficiency in her busy, travel-filled lifestyle whilst still allowing her to value minimalism.