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 Awakened Ascendants
Summary
Ascendant consumers prioritize emotional optimization, seeking products that facilitate personal growth and progress. They embrace AI as an integral part of their lives, using it for discovery rather than relying on traditional influencers. This cohort is characterized by a desire for resilience and agency in an increasingly complex world.
Ascendants span a wide age range, from 25 to 55, and are driven by practical solutions to everyday problems. They engage with technology in a playful manner, often gamifying their experiences and seeking products that enhance their lives without sacrificing enjoyment.
Brands targeting ascendants must prioritize emotional warmth and human connection in their marketing strategies. They appreciate AI-enhanced products that maintain a human touch and value community engagement over traditional loyalty systems.
Ascendant parents focus on optimizing their children's development through innovative products that enhance motor skills. They are increasingly interested in health spans rather than life spans, seeking proactive solutions in beauty and wellness.
Perspectives
short
Ascendants
- Prioritize emotional optimization in consumer experiences
- Embrace AI as infrastructure for discovery
- Seek products that facilitate personal growth and resilience
- Engage with technology in a playful manner
- Value community engagement over traditional loyalty systems
- Focus on optimizing childrens development through innovative products
Traditional Influencers
- Influence consumer decisions through recommendations
- Focus on visual and aesthetic appeal in marketing
- Promote products based on trends rather than personal connection
- Encourage loyalty through rewards and perks
Neutral / Shared
- Ascendants are not defined by a specific age group
- Enjoy both traditional treats and innovative food options
Metrics
consumer preference
70%
younger consumers switching to Gen AI for product discovery
This indicates a significant shift in how products are discovered, impacting marketing strategies.
I think we're at 70% of sort of younger consumers and now switching to Gen AI to discover products.
usage
increase in usage and read it over the past few years
Reddit usage trends
Indicates a significant shift in consumer research behavior.
the increase in usage and read it over the past few years
other
egg free, dairy free, but still had the exact texture
description of a product developed by Shake Shack
This highlights the innovative approach brands must take to meet consumer preferences.
I think it was shake shack had worked with an AI company to sort of create a, I think it was a custard or an ice cream that was egg free, dairy free, but still had the exact texture.
other
little bottles of their latest serum that were labeled as lap, lap samples
Glow Recipe's marketing strategy
This approach highlights the importance of community sharing in brand engagement.
they actually just sent out to some of their key community people and just little bottles of their latest serum that were labeled as lap, lap samples.
other
self-balancing trikes
products enhancing motor skills for children
These products reflect a proactive approach to child development.
And it was like a self-balancing trike. So it basically helped with motor skills.
other
health spans rather than life spans
focus on maintaining well-being
This shift emphasizes quality of life over mere longevity.
It's not necessarily about living longer. We talk to a lot about health spans rather than life spans.
other
working at a cellular level
bioengineering advancements in beauty and wellness
This indicates a trend towards more effective health and beauty products.
you're seeing a lot more products that are, you know, working at a cellular level.
other
flourishing
consumer emotions shaping brand interactions
Brands that align with this positive sentiment may foster stronger connections.
One of the consumer emotions we identified that this consumer is aligned with is flourishing.
Key entities
Timeline highlights
00:00–05:00
The ascendants prioritize emotional optimization in their consumer experiences, seeking products that facilitate personal growth and progress. They embrace AI as an integral part of their lives, using it for discovery rather than relying on traditional influencers.
- The send-its have transformed optimization into an emotional experience. Consumers are increasingly seeking products that help them progress and grow
- Ascendants are characterized by joyful optimism and curiosity. They prioritize living better rather than merely being tech enthusiasts
- This cohort embraces resilience and focuses on training for the future. Their approach to life is about optimizing experiences and finding joy in progress
- Ascendants view AI as infrastructure, seamlessly integrated into their daily lives. They utilize AI for discovery, shifting from traditional search engines to generative AI for product exploration
- Ascendants are less influenced by traditional content creators and influencers. They prefer thoughtful research before making decisions and seek emotional connections with products
- While they consider recommendations, ascendants prioritize small wins alongside larger achievements. They often turn to community insights for guidance rather than relying solely on influencer endorsements
05:00–10:00
The increase in Reddit usage indicates a shift towards data-driven discussions among consumers. Ascendants prioritize practical solutions to everyday problems, spanning a wide age range from 25 to 55.
- The increase in Reddit usage reflects a shift in how consumers conduct research. They now favor data-driven discussions over visually appealing content
- Ascendants seek practical solutions to everyday problems. They focus on real-life issues rather than lofty aspirations like immortality
- This group spans a wide age range, from 25 to 55. Their identity is not solely defined by demographics
- Ascendants are driven by a desire for control and agency in an unpredictable world. They focus on personal biology and learning
- Industries across the board should prepare for the Ascendants. Their influence touches sectors like beauty, wellness, and food
- Ascendants embrace playfulness and gamification. They find joy in technology and seek engaging experiences rather than mere rewards
10:00–15:00
Ascendants are playful consumers who seek innovative food and drink options while craving traditional treats. They prioritize emotional warmth and high performance in brand interactions, valuing community engagement over traditional loyalty programs.
- Ascendants are playful consumers who seek innovative food and drink options, such as egg-free and dairy-free ice cream that maintains texture. They enjoy biohacking their food choices while still craving traditional treats like cake and ice cream
- Brands aiming to connect with Ascendants should prioritize emotional warmth in their interactions. A mechanical or dry approach will fail to resonate with this group, who value high performance combined with emotional connection
- Ascendants are characterized by their desire for agency and control in an unpredictable world. They focus on personal optimization and resilience rather than vanity, seeking to improve their lives through manageable changes
- The Ascendant persona is not limited by age, as it encompasses a wide range of individuals. This diversity means that brands must consider various perspectives when designing products for this group
- Ascendants are not interested in traditional loyalty programs that reward points. They prefer engaging experiences that allow them to participate in a community and seek brands that create ecosystems for meaningful connections
- The playful nature of Ascendants extends to their interests, including technology and gamification. They enjoy experiences that are fun and engaging, which helps them navigate challenges in a positive way
15:00–20:00
Ascendant consumers prioritize warmth and human connection in technology and marketing, favoring products that feel personal and relatable. They appreciate AI-enhanced products that maintain a human touch and value community engagement over traditional loyalty systems.
- Ascendant consumers seek warmth and human connection in technology and marketing. They prefer products that feel personal and relatable, rather than purely technical or mechanical
- Ascendants can accept AI imagery if it resonates emotionally and includes human elements. They appreciate products enhanced by AI, but still desire a human touch in their experiences
- Community and sharing are vital for ascendant consumers. They enjoy sharing discoveries and prefer loyalty systems that foster closed communities and provide exclusive access to products
- Ascendants value beautifully designed products that combine form and function. They are drawn to items that reflect progress and innovation while maintaining aesthetic appeal
- Innovative technology, such as AI avatars in vehicles, is appealing to ascendants. These technologies adapt to user preferences, enhancing their overall experience and comfort
- Ascendants encompass a diverse group, including professionals, parents, and athletes. Their varied lifestyles influence their preferences for products that cater to their unique needs
20:00–25:00
Ascendant parents prioritize optimizing their children's development through innovative products that enhance motor skills. They are increasingly focused on health spans rather than life spans, seeking proactive solutions in beauty and wellness.
- Ascendant parents focus on optimizing their childrens development from a young age. They use products like self-balancing trikes that enhance motor skills
- The longevity movement resonates with ascendants, who prioritize health spans over life spans. They aim to maintain their well-being for as long as possible
- Bioengineering advancements in beauty and wellness are gaining traction. Products designed to work at a cellular level reflect the ascendants proactive approach to health
- Emotional connection is crucial for brands targeting ascendants. They seek products that help them flourish and progress in their lives
- Ascendants exhibit optimism about the future. They view innovations and community connections as positive developments, despite the surrounding anxiety in society
- The playful aspect of products and services presents an opportunity for brands to engage ascendants. This is particularly true in areas like food and supplements
25:00–30:00
A brand from Singapore, Foul Play, offers performance gummies targeted at men, emphasizing a playful and innovative product identity. The food and drink industry is currently experiencing significant innovation, focusing on enjoyable experiences that resonate with Ascendant consumers.
- A brand from Singapore offers performance gummies called Foul Play, marketed towards men. Their tagline, performance you can taste, reflects a playful and innovative approach to product identity
- The food and drink industry is experiencing significant innovation. Many brands are focusing on enjoyable experiences rather than deprivation, aligning with the desires of the Ascendants
- The playful aspect of products is increasingly important. Brands are exploring ways to engage consumers through joy and creativity, presenting opportunities for more playful products and services
- The Ascendants are characterized by their positive outlook and resilience. They actively seek ways to flourish and grow, influencing their purchasing decisions and brand interactions
- The focus remains on evolving consumer profiles and the importance of emotional connection in branding. The final episode of the Future Consumer 2028 series will be released in two weeks
- There is a brand from Singapore that creates performance gummies called Foul Play. They focus on innovative and engaging product designs