As a shift against global political turmoil, he Intellectual Rebel consumer is looking for a release, doing so through apps, apparel and accessories that help them deter away from day-to-day stress. Luxury, and indulgent moments are what these consumers crave, to ensure their anxiety about the future is kept to a minimum.
Spirituality is the new luxury. In today’s anxiety-ridden culture, consumers are seeking new belief systems that borrow from ancient wisdom as a means of overcoming personal challenges. A retro-modern approach to the digital era enables this consumer to pass through the fascinating oriental culture full of mysteries and traditions. Religion gains a whole new meaning and spirituality increasingly takes centre stage.
The Dualistic Traveler is hyper diverse; shaped by a mixture of places, experiences and cultures, this consumer is rooted in a variety of races, ethnicities and backgrounds from all four corners of the world. Identities are becoming increasingly blurred due to extensive travel and increased immigration.
From biological codes to dress codes to codes of behavior, The Phygital Consumer is living in a future where digital and physical worlds seamlessly merge. Constantly connected, they are living their lives through digital means, using technology to socialise, be entertained, heighten their experiences and make new connections.
Attitudes around manhood are shifting and a new age of masculinity is surfacing. Transcending generations, The Disruptive Man is throwing out the cultural script of yesterday and rejecting established codes of male physical prowess and invulnerability. Instead, new rules are expressed as creating a fresh perspective on manhood in which diversity, authenticity, and vulnerability are the focus.