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00:00:00 – 00:31:15
The video discusses the concept of the future consumer for 2025, focusing on key sentiments like dissociation, idleness, radical acceptance, and neo-altruism shaping consumer behavior. It explores trends such as digital dissociation, toxic workplace cultures, and conscious hedonism, highlighting the shift towards mindfulness and pro-social behaviors. The emergence of new consumer profiles, changing values, and innovative cities impacted by digital nomads is also highlighted. The importance of integrating online and offline experiences, Creator Commerce, and community engagement in business strategies is emphasized, with examples of influencer collaborations and user-generated content. Overall, the video underscores the significance of consumer-centric approaches for future business success and invites viewers to explore further insights and engage with the company for more discussions.
00:00:00
In this part of the video, Cube, the head of Clan engagement at WGSN, introduces the concept of the future consumer for 2025, which is a flagship piece of research aimed at providing tools to understand and engage with the consumer of tomorrow. He explains that WGSN is a trend forecasting agency that observes, synthesizes, and analyzes trends to provide strategies for businesses across various verticals, including the outdoor market. Cube emphasizes the interconnected nature of trends and the importance of future-proofing businesses amid seismic changes and growth. He delves into the key consumer sentiments for 2025, highlighting dissociation, idleness, radical acceptance, and neo-altruism as driving factors for consumer behavior. Cube focuses on dissociation, discussing how digital dissociation is becoming a prevalent phenomenon as people increasingly disconnect from their thoughts, values, and identity due to their engagement with technology and social media. He mentions the prevalence of dissociation content on platforms like TikTok and dissociation music as artists respond to the challenges of modern existence with a sense of detachment.
00:05:00
In this segment of the video, the speaker discusses the rise of VR and XR gaming as forms of digital dissociation and highlights the trend of mindful gaming for therapeutic purposes. They introduce the concept of idleness as essential for well-being and creativity, emphasizing the importance of sitting still. The segment also touches on toxic workplace cultures like presenteeism and levism, where people struggle to be idle and prioritize work over rest. Finally, the speaker introduces the idea of radical acceptance in navigating the current societal challenges and emphasizes taking productive actions in the face of things beyond our control.
00:10:00
In this segment of the video, it is discussed that despite being more connected than ever, people are experiencing increased loneliness and isolation, leading to what is termed as the “great sex depression.” Anhedonia, the inability to feel pleasure, has no known cure, but ketamine therapy is mentioned as a controversial treatment that has shown some positive effects. The concept of conscious hedonism, combining pleasure with consciousness and responsibility, is highlighted as a trend people are leaning into for a balanced lifestyle. Examples are given, such as cleanup raves in Ukraine and nature walks in London, showcasing a mix of community engagement, enjoyment, and connection with nature. The discussion also touches on reframing wellness aesthetics, rejecting the notion of “wellness washing,” and promoting an anti-aesthetic rebellion. New consumer profiles for 2025 are introduced, including the new nihilist who redefines the concept of meaninglessness to drive motivation and optimism in uncertain times. This segment dives into understanding shifting consumer behaviors and attitudes towards wellness, connection, and adaptability in the face of challenges.
00:15:00
In this part of the video, the speaker discusses the concept of individualized success and how nihilism can actually lead to a sense of everything mattering. They highlight the emergence of new cohorts, like Gen Z VCS, showcasing a shift towards more pro-social behaviors and regenerative finance. The discussion also touches on the impact of local legislation on commerce, with examples such as Nantucket’s restriction on big box retailers. There is an emphasis on the changing values of consumers, with examples of businesses like Bloomies adapting by localizing their offerings. The video also mentions the rise of UX and UI experiences aligned with ethical values, such as Meola in India and consumer house in the US. Additionally, companies like Wu in the UK are highlighted for their focus on holistic wellness and unique categorizations for products.
00:20:00
In this segment of the video, the speaker discusses the trend of people leaving densely populated areas like New York City, Tokyo, and across Europe, seeking more green spaces and alternative living arrangements. This has led to the emergence of new communities and innovative cities like Echo Delta in South Korea and Toyota Woven City in Japan. The rise of digital nomads and gaming commerce is highlighted, showing their impact on local economies and the shift in consumer behavior towards digital experiences. The speaker also mentions Gucci’s gaming academy partnership with the World Health Organization, emphasizing mental health support and style for gamers. Additionally, the importance of integrating online and offline experiences for successful business strategies is discussed.
00:25:00
In this segment of the video, the focus is on Creator Commerce, collaborating with influencers, and integrating community voices into business strategies. The example of Dylan Lemay, a TikTok influencer with a popular ice cream shop called Ketchen, highlights the concept of retail theater and user-generated content. The discussion also covers the concept of the social media to secondhand pipeline, allowing consumers to purchase products directly from creators’ closets. Additionally, the video mentions food startups like Pop Chew, which partners with creators to create unique food brands. Thought starters include making brands more human, investing in responsible growth, sharing creative control, exploring new levels of commerce, and prioritizing time-saving strategies for consumers.
00:30:00
In this part of the video, the speaker emphasizes the importance of consumers and communities in business, highlighting that they are at the heart of everything a company does. The key message is that by keeping consumers central to operations, businesses can better predict and create their future success. The speaker also encourages viewers to scan a QR code for additional insights, resources, and opportunities to engage with the company, such as webinars and access to latest intel. The video concludes with an invitation for viewers to connect with the speaker for further discussion or questions.