Consumer Series - Part 3

Introducing the
Mindful Consumer
The WGSN MINDSET consultants have been tracking a set of new
consumer attitudes, which are forcing brands and retailers to
rethink their retail and consumer engagement strategies.
 PART 3: The Mindful consumer

Social Context

Today, it seems everyone is a fact

checker. Open-access to information
and data encourages
consumers to look deeper into brands
actions and values.
@winnieharlow @fannykarst

Therefore, integrity and transparency

became key purchasing triggers - even
stronger than innovation and novelty.

@fash_rav
PART 3: The Mindful consumer

Social Context

Consumers are looking for ways to have a

positive impact on the world through
their daily habits and buying choices.

Corporate altruism is on the rise, as is

Daniel Cohen, TETO volunteer
personal volunteerism: 91% of Gen X
women and 76% of Gen X men think it's
important to contribute to their local or
global community through work.

Photo by Hache Ortiz

 PART 3: The Mindful consumer

Social Context

But the majority of philanthropic

game-changers havent graduated
university yet.

Gen-Z continues to globally challenge

@winnieharlow @fannykarst
social and environmental injustice.
Using clicktivism to promote their
causes, they are creating a new era
where the smartphone is mightier
than the sword.

Earth Guardians
 PART 3: The Mindful consumer

What do they want

from brands?

Brands need to tap into

consumers desire to become
better people.
TOMs
For companies, it means stepping
up social responsibility
commitments not only to resonate
better with consumers, but also to
recruit and retain employees.

Microsoft IBM
 PART 3: The Mindful consumer

What do they want

from brands?

Eco-Efficiency

Sustainability is no longer just a

Stella McCartney H&M buzzword, but an expected
standard. For brands, the rise of eco-
efficiency needs to be a priority.

With consumers responding to

ethical and clean, such features
are likely to become a key
differentiator in the battle to grow
sales and profits.

Most consumers know the eco-

industrial revolution isnt going to
happen overnight, but they expect
Reformation Stella McCartney
brands to take eco-efficient actions.
PART 3: The Mindful consumer

What do they want

from brands?

Eco-Efficiency

For the majority of companies,

implementing sustainability into their supply
chain may seem like a daunting task.
Patagonia

The road to eco-efficiency is bumpy but

essential, andrequirescompanies to invest
time, energy and be prepared to make
decisions that will impact short-term profits
for long-term success.

GAP
PART 3: The Mindful consumer

What do they want

from brands?

Cost Transparency is also likely to

become a new industry standard. People
value the product more now that the
price tag is deconstructed, such as
Everlane price model.

Everlane
 What can we advise on?

Consumer research to help you identify

emerging consumer trends that are
relevant for your brand

Deep insight into the global consumer

market for your category and how to
stand out

Creative workshops to take new

consumer thinking into product design
and engagement strategy

Know whats next.

At WGSN Mindset, we have helped
hundreds of brands worldwide solve
specific business challenges, grow
into new markets, identify relevant
target consumers and empower their
creative teams.

Let us show you how WGSN Mindset

Mindset
can help your business.
Request a quote >>

In case you missed it, read the first

part, about the High-flex consumer
here and the second part, about the
Everything consumer, here.