Future Consumer Forecast

In WGSN’s Future Consumer 2028 forecast, a new identity marker emerges: The Restorers. Restorers are one of four consumer archetypes surfaced through WGSN’s proprietary STEPIC methodology, which analyzes shifts across Society, Technology, Environment, Politics, Industry and Creativity. The others include The Ascendants, The Keepers, and The Challengers.

Restorers are driven by reinventing the narratives that shape how we live. By 2028, identity will become increasingly fluid, shaped less by age, income, or geography and more by beliefs, emotions, and values.

For brands, the message is clear: move beyond strategies that perpetuate the “always-on” mentality and redirect energy toward experiences that celebrate intentional living and restorative downtime. Offscreen time and activities that support overall wellbeing, for example iInclusive, mindful experiences that help people protect their bandwidth and their peace.

It’s a tall order in a business landscape that often runs at mach speed. But when organizations adopt a human-centered design approach, the opportunity evolves. And rather than simply selling a product or service, move toward shaping environments and experiences that help people feel more whole.