The Consumers You Want To Get To Know


Who they are and how to target them in 2025 and beyond

Let’s face it, there is nothing more important to your business than consumers and that is only going to be more true in 2025. We’ve read the WGSN’s flagship forecast of consumer profiles that will drive your business in 2025 and wanted to share our insights with you.

So here they are, the 4 types and the key takeaways to help you market to them.

  1. The New Nihilists

These non-conformist, alternative thinkers are finding their happy place by taking a step back from the world and its mainstream ideals. Living by their own rules, these outsiders can be reached by showing them that you’re on their level through honest, authentic and humorous content.

Key takeaway: Don’t sell to them

  1. The Reductionists

Driven by a need for human connection after becoming reliant on digital technologies during the pandemic, this community focussed group are looking for businesses that give more than they take. They’re busy, so they still want their time saving conveniences and efficiencies but they’re equally values-driven, seeking out businesses with sustainable and ethical business models.

Key takeaway: Prioritise kindness and integrity and you’ll get their approval

  1. The Time-keepers

As the name suggests, nothing is more valuable than time to these consumers whose primary focus is seeking out products and services that add freedom and flexibility to their world. Focussing on creating a richer life through meaningful experiences, they spend money on things that give them more time and gravitate towards intergenerational friendships that are based on shared interests rather than age. 

Key takeaway: Find a way to enrich their lives and save them time

  1. The Pioneers

Inspired by change and new ideas, these future thinkers are driven by a need to make an impact. Natural leaders, their focus is on solutions that improve the world and connect their physical and virtual worlds.

Key takeaway: Provide inspiration and quality designs that can be used by people of all ages and abilities

How to be successful in 2025 and beyond:

In a world plagued by inflation, recessions, climate change and geopolitical instability it is important that we continue to find ways to ease the burdens of these lifestyle factors on consumers while also finding ways to connect with them and their worlds.

  • Find ways to make life easier for consumers by providing a sense of calm, escapism and humour
  • Provide a human touch and build community
  • Stand out by offering quality products and services that add value and enrich consumers’ lives
  • Help people navigate their ever-changing roles and lives, from work, home, physical and digital worlds, and develop their privacy and boundaries

Our Ideas are the compilation of thoughts and moments in time amidst a constantly evolving world. An awareness of art, design, sustainability and branding inform the work that we create. Ideas encapsulates our perspective and the lens through which we perceive the past, present and future. 

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Hortenzia is a full-service design studio delivering creative and strategic outcomes across branding, design, production and digital.

Hortenzia acknowledges the Wurundjeri Woi Wurrung and Bunurong Boon Wurrung peoples of the Eastern Kulin Nation as the traditional and ongoing custodians of the lands on which we work. We pay respect to their Elders past, present and emerging. We acknowledge that sovereignty has never been ceded and recognise First Nations peoples’ rights to self-determination and continuing connections to land, waters and community.

We respect and welcome people of all backgrounds, identities, sexualities, abilities and cultures.

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