Society / Gen Z Preference
Monitor Gen Z preferences, youth culture, digital habits and changing consumer behavior through curated social and cultural summaries.
Future Consumer 2028 – The Kinship of the Keepers
Topic
Future Consumer 2028 – The Kinship of the Keepers
Key insights
- Consumers are increasingly seeking quality and durability in products, preferring to buy items that last rather than shoddy alternatives
- The concept of permanence is becoming a premium value for consumers, particularly for the keepers cohort
- Alison Rees, Senior Consumer Lifestyle Strategist at WGSN, emphasizes the importance of trust and stability for the keeper persona
- WGSNs future consumer forecast is based on extensive global research, with a focus on key consumer emotions and behaviors
- The steppic methodology, which includes society, technology, environment, politics, industry, and creativity, underpins WGSNs research process
- % of consumers in the UK and US are willing to spend more on brands they trust, highlighting the significance of trust for the keeper cohort
Perspectives
Analysis of consumer behavior trends and brand strategies.
Proponents of the Keeper Persona
- Highlight quality and durability as key consumer priorities
- Emphasize the importance of trust and stability in purchasing decisions
- Argue that consumers are increasingly discerning and conduct thorough research
- Point out the need for brands to combat misinformation to build trust
- Stress the significance of transparency in brand communications
- Claim that the keeper persona reflects a broader skepticism towards products
Skeptics of the Keeper Persona
- Question the effectiveness of brands combating misinformation
- Challenge the assumption that all consumers will respond uniformly to trust signals
- Doubt the sustainability of consumer loyalty in a saturated market
- Critique the reliance on traditional indicators like price and reviews
- Highlight the complexities of consumer motivations beyond trust
- Raise concerns about the potential for market disruption if brands fail to adapt
Neutral / Shared
- Acknowledge that consumer definitions of stability vary widely
- Recognize the impact of generational shifts on consumer behavior
- Note the growing importance of ethical considerations in purchasing decisions
- Identify the trend of consumers valuing products that save time and energy
- Mention the role of social media in shaping consumer perceptions
Metrics
consumer_trust
87%
percentage of consumers willing to spend more on trusted brands
This indicates a strong market trend towards prioritizing brand trust in purchasing decisions.
87% of UK and US consumers will spend more money on a product or brand that they trust.
trust_threat_percentage
72%
percentage of adults viewing misinformation as a threat
This statistic underscores the critical need for brands to establish trust with consumers.
72% of adults globally say that misinformation is a threat to the safety of their country.
trust_in_institutions
40%
percentage of people with less trust in global institutions
This decline in trust may influence purchasing decisions and brand loyalty.
40% of people say that they have less trust in global institutions.
trust_in_news
35%
percentage of people who lost trust in news organizations
A decline in trust in news may affect consumer perceptions of product information.
35% say that they've lost trust in news organization.
forecast_year
2028 year
year of the anticipated trust economy
Indicates a timeline for brands to adapt to changing consumer expectations.
we're forecasting that by 2028, a new trust economy will reward transparency and credibility.
product_lifespan
10 years
desired lifespan of quality products
Highlights consumer preference for durable goods that provide long-term value.
you want to buy something that's going to last you 10 years.
walker_design
beautiful unit
example of a well-designed walker
Demonstrates the importance of aesthetics in product design to reduce stigma.
it's the most beautiful walker you'll ever see.
ingredient_count
one ingredient
Marksons-Menser's cornflakes
Simplicity in ingredients can enhance consumer trust.
one ingredient cornflakes
Key entities
Timeline highlights
00:00–05:00
Consumers are increasingly prioritizing quality and durability in their purchases, particularly valuing products that last. The 'keepers' cohort, identified by WGSN, emphasizes trust and stability in their buying decisions.
- Consumers are increasingly seeking quality and durability in products, preferring to buy items that last rather than shoddy alternatives
- The concept of permanence is becoming a premium value for consumers, particularly for the keepers cohort
- Alison Rees, Senior Consumer Lifestyle Strategist at WGSN, emphasizes the importance of trust and stability for the keeper persona
- WGSNs future consumer forecast is based on extensive global research, with a focus on key consumer emotions and behaviors
- The steppic methodology, which includes society, technology, environment, politics, industry, and creativity, underpins WGSNs research process
- % of consumers in the UK and US are willing to spend more on brands they trust, highlighting the significance of trust for the keeper cohort
05:00–10:00
Consumers have varying definitions of stability, which can include low prices, consistent store layouts, or reliable product quality. There is a growing demand for trust in brands, particularly in the context of misinformation and the ethical alignment of products.
- Stability means different things to consumers, such as low prices, consistent store layouts, or reliable product quality
- Consumers are discerning and conduct extensive research before making significant purchases, seeking durability and ethical alignment
- % of adults globally view misinformation as a threat to their countrys safety, highlighting a demand for trust in brands
- Brands are encouraged to combat misinformation and provide safety measures like fraud alerts and identity protection to reassure consumers
- Transparency about the use of AI in products is crucial for building consumer trust, with brands needing to clarify their AI involvement
- AI is rapidly being adopted by consumers, shifting from traditional search habits to generative AI, which raises concerns about job displacement in creative fields
10:00–15:00
The emergence of the keeper persona reflects a growing consumer skepticism towards products and brands, driven by the prevalence of shoddy goods. This persona, primarily consisting of Gen X and millennial families, prioritizes quality and durability in their purchases as trust in institutions declines.
- The emergence of the keeper persona is driven by a growing consumer skepticism and the prevalence of shoddy products
- Consumers are now more armed with information, leading to a heightened sense of skepticism towards products and brands
- The keeper persona primarily consists of Gen X and millennial families who are caring for young children and older parents
- As Gen Z ages and enters parenthood, they are expected to shift towards the keeper persona as well
- Trust in global institutions and news organizations is declining, contributing to consumers need for safety and privacy
- Keepers prioritize quality and durability in products, seeking items that last and avoid the hassle of returns
15:00–20:00
The discussion revolves around the emergence of a new trust economy by 2028, emphasizing the importance of transparency and credibility in brands. It highlights the need for companies to design quality products that adapt to life changes, ensuring longevity and thoughtful design.
- The speaker uses recipe apps occasionally to find meals based on available ingredients but does not commit to one due to constant updates in the field
- Currently, the speakers music choices are influenced by their child, who is exploring their taste in music, with a focus on introducing them to the Beastie Boys through clean versions
- The speaker recently completed jury duty, which was not on their bucket list but was an experience they no longer wish to repeat
- There is a forecast for a new trust economy by 2028 that will prioritize transparency and credibility in brands
- Brands are advised to design quality products that can adapt to life changes, emphasizing longevity and thoughtful design
- An example of a well-designed product is a beautiful walker made by the coldingschool of design in Denmark, which aims to eliminate the stigma associated with using a walker
20:00–25:00
The discussion focuses on consumer preferences for durable and reliable products, highlighting brands that build trust through simplicity and longevity. It emphasizes the shift towards a low trust economy where evidence of consistent product use is more valued than traditional indicators like price and reviews.
- Lodge, a 125-year-old cast iron skillet company, offers a lifetime guarantee on their product, allowing consumers to replace it if needed
- Lodges long-standing product avoids the conversation around toxins in cookware, emphasizing its durability and reliability
- Marksons-Mensers one ingredient cornflakes build trust through simplicity, highlighting the absence of unnecessary additives
- Consumers are increasingly turning fears and anxieties into resilience, seeking products that align with their values and beliefs
- Brands are encouraged to learn from consumer feedback to create better, longer-lasting products
- In a low trust economy, evidence of consistent product use is becoming more important than traditional indicators like price and reviews
25:00–30:00
The discussion centers on the emergence of 'keepers', consumers who reward brands that consistently meet their expectations in a market with decreased brand loyalty. This trend is expected to be more prominent in regions with abundant choices, such as the US and Europe.
- Brands that deliver on their promises stand out in a market where brand loyalty has decreased
- Consumers are more willing to try new brands due to the abundance of choices, but disappointment can lead to loyalty for reliable brands
- The concept of keepers refers to consumers who reward brands that consistently meet their expectations
- The emergence of keepers is linked to a sense of resilience among consumers who have been burned by other brands
- The trend of keepers is expected to be global, but markets with more choices, like the US and Europe, will likely see it more prominently
- Middle-aged consumers and caregivers can particularly relate to the concept of keepers in their shopping experiences