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ConsumerTrends 2027

Market and consumer trends to preserve the value of what’s real.

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Introduction

Change is no longer the exception; it is the permanent state we live in. Amid that acceleration, the conversation is now shifting towards a different concern: which part of what is real we are willing to preserve when almost everything can be replicated, optimised and simulated.

Global Drivers

Uncertainty economy

Uncertaintyeconomy

The economy is entering a phase marked by unpredictability. From international conflicts to geopolitical blocs, instability is becoming the norm.
Narcissistic leadership

Narcissisticleadership

The rise of personalist and autocratic leadership is redefining the world order through ego, polarisation and extreme emotionality.
Urban convergence

Urbanconvergence

The tension between local identity and global standardisation is changing the urban landscape. Neighbourhoods, shops and lifestyles are adapting to universal codes.
Doom spending

Doomspending

Faced with a constant sense of uncertainty, the logic of rational saving is abandoned in favour of instant gratification, intense experiences and emotional consumption.
Algorithmic workforce

Algorithmicworkforce

AI agents are taking on strategic, operational and creative roles, changing the value of human work and the dynamics of employment.
Rage bait content

Ragebait content

Provocative content is the dominant logic. Irritation and calculated confrontation are becoming strategic tools to generate visibility, engagement and influence.
Cultural exhaustion

Culturalexhaustion

The constant overproduction of content and references creates a collective sense of fatigue and makes it hard to find anything truly new.
Identity boundaries

Identityboundaries

The relationship between inner identity and outward expression gives rise to new intersections and a dynamic construction in constant reinterpretation.
Rising conspirituality

Risingconspirituality

The rise of alternative discourses is turning wellness and spiritual practices into ideological frameworks that question science, the media and traditional institutions.
Collective numbness

Collectivenumbness

Continuous exposure to crises, conflicts and extreme stimuli dulls our emotional response and produces increasingly numb, ironic or detached reactions to reality.

Consumer Trends 2027

Market and consumer trends to preserve the value of what’s real

A woman poses sitting on a wooden filing cabinet as papers fly around her.

01

Value of imperfection

The flood of AI-generated content and the aesthetics of perfection are giving new value to imperfection as a sign of authenticity and humanity.

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People eating standing up from cardboard trays in the street.

02

Meal snackification

The disappearance of structured mealtimes is turning traditional meals into multiple eating moments through more flexible, tailored formats.

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A woman works with a 3D printer in a home workshop full of materials.

03

Skill economy

People turn everyday skills and specialist knowledge into new forms of differentiation, economic autonomy and recognition.

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Several women laugh and chat in a crowded fashion store during an event.

04

Perpetual engagement

With supply at saturation point, retail has entered a race to invent new experiences, activations and formats capable of holding consumers’ interest.

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A child fans out several holographic trading cards in front of his face.

05

Infinite collecting

Brands are designing product ecosystems that never close, fuelling dynamics of collecting, trading, resale and belonging.

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A white humanoid robot works in the kitchen of a modern home.

06

Agentic robotics

The new generation of humanoid robots and autonomous agents is bringing AI into the real world, gradually making its way into everyday settings.

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A woman wearing a traditional patterned headscarf, among trees blurred by motion.

07

Ancestral remix

Cultural traditions, symbols and techniques are being reinterpreted through digital, hybrid and contemporary languages.

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A man in technical clothing with a holdall next to an off-roader at the entrance to a mountain house.

08

Luxury survivalism

Climate, political and economic uncertainty turns protection, self-sufficiency and resilience into new aspirational symbols.

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Blurred, moving portrait of an older woman with white hair in the street.

09

Business beyond death

New technologies are building a business around legacy, with tools capable of preserving identities, memories and bonds beyond physical life.

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Crowd with arms raised in front of a stage lit with violet lights at a festival.

10

Fleeting megalomania

The pursuit of ever bigger, more exclusive and extraordinary experiences is driving a new era of consumption built on the fleeting and excessive.

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Social Innovation Trends 2027

Trends to redefine impact and collective value in a changing and uncertain context

A group of people share a meal around a table in a living room with large windows.

01

Post-ownership living

Home ownership is no longer seen as a natural step. The growing gap between housing aspirations and real possibilities is driving new ways of living, belonging and building stability.

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A man with a bionic prosthetic arm is helped by another man in a bright room.

02

Intentional tech

Technology is no longer admired for its power and is starting to be judged by the values it embodies and its consequences for people, favouring more transparent and human developments.

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A man wearing a Palestinian keffiyeh pulls a cart loaded with luggage along a dirt track.

03

Adaptive belonging

Growing migration flows are creating more dynamic communities and mobile societies where new forms of integration, participation and collective building are taking shape.

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Two older women talk and hold hands in a café.

04

Multi-stage living

Life paths are becoming less rigid. The new longevity is changing how society sees time, life stages and future horizons.

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A climate demonstration on a tree-lined street with banners and placards.

05

Climate by default

The climate crisis is shifting from individual will to being built into the systems that organise everyday life. Platforms, technologies and services designed to reduce environmental impact.

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