WGSN – Future Consumer, 2027

The main theme of the report is the exploration of emotions as a central factor influencing consumer behavior in 2027.

The document provides a roadmap for understanding the key emotions that will shape consumer behavior and explains how brands can create products that meet consumers' emotional needs. The report highlights three of the six key emotions: strategic joy, the desire to be free from responsibility (Witherwill), and suspicious optimism. These emotions should be used to develop business strategies and targeted product lines across various industries.