Global Consumer Insights - Edition 8
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Global overview
In this edition, we’re reviewing how to navigate uncertainty in retail across North America, exploring the impact of the rising cost of living in Latin America, and discussing how to thrive amid volatile economies in EMEA and APAC.
On the blog: Why emotion is money
Our emotions are becoming a key driver of purchasing behaviour, influencing how we shop, what we buy and the brands we want to engage with. This demonstrates a key opportunity for brands to understand and fulfil consumers’ desire for deeper emotional connections.
North America
Driven by new US tariffs and a resurgence of nationalism in countries around the world, brands are under pressure to rethink their strategies for a more fragmented and localised trading landscape.
Our latest forecast, Retail Strategy: Dealing with Uncertainty, explores how shifting consumer priorities are reshaping the retail industry. Gain exclusive insights into how to future-proof your retail strategy and stay competitive in a new global landscape.
Prefer a podcast? Tune in to Lives of Tomorrow: The Impact of Tariffs on Consumer Behaviour and Business Strategies with our CEO, Carla Buzasi, here.
Latin America
The rising cost of living affects the entire production chain, from the acquisition of raw materials to the final price, impacting products, services, lifestyles and consumption.
With geopolitical transformations, friendshoring (supply between allied nations) emerges as a fundamental tactic in the face of increasing trade tensions.
Read our blog in Portuguese and Spanish.
S/S27 Key Colours Webinar
Missed the S/S 27 Key Colours webinar?
Watch on demand to uncover the 2027 Colour of the Year and S/S 27 Key Colours.
From WGSN, understand how to apply the colours across multiple industries, and from Coloro, discover the colours’ feasibility on key substrates and how they fit into your existing palette.
EMEA
Even during economic volatility, people won’t stop buying – instead, they prioritise.
From the dot-com bubble to the Covid-19 pandemic and recent tariff changes, we’ve continued guiding our clients. Our proven methodology, with over 90% accuracy, equips you with the most robust perspective on how consumers will think and feel, which drives how they buy.
APAC
Are tariffs and global uncertainty keeping you up at night? The greatest opportunities and leaders emerge during crises. As the world’s leading trend authority, WGSN has your back.
In this era of careful consumer spending, staying one step ahead is vital. With our latest launches, including the Events Strategy, Assortment Builder and intra-Asian trends forecast, we help you seize tomorrow’s opportunities today.
Discover Future Consumer 2027: Emotions
Know how your consumers will behave even before they know it themselves. Our flagship forecast is ready now – access it to understand the key consumer emotions for 2027 and how you should prepare.
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