Four Consumer Profiles That Will Define Your Business in 2025


Sep 11, 2023

I read an excellent summary over the weekend titled "The Future Consumer - 2025" about four types of customers we'll need to work with in the coming years.

This report is based on hundreds of studies from consulting agencies, universities, psychological analyses, and so on.

The New Nihilists

How do you find meaning in a world steeped in uncertainty? The New Nihilists don't. They no longer trust governments or institutions to solve global issues, so they seek solace by distancing themselves from the world. It's not that they've stopped caring – they just find that caring less is an effective defense mechanism.

While nihilism is typically viewed negatively, the New Nihilists find that relinquishing responsibility can be a source of joy, allowing them to live by their own rules, imagine new realities, and set their own success and happiness metrics beyond societal expectations.

What they need: The New Nihilists are drawn to speculative ideas and creative genres outside the mainstream, be it revived capitalism, chaos culture, hopepunk fiction (dystopian themes with optimistic outcomes), or games as therapy. To reach them, you need to show you're on their wavelength. They value honesty, authenticity, and humor. And they don't want to feel like they're being sold to.

The Reductionists

These are people tired of the digitization of all processes and are trying to return to the real world. They prefer to physically go to a store rather than order deliveries. They believe global economic growth should serve people and the planet, not the other way around. They deeply consider these factors when making purchases.

Don't get it wrong; they still need modern conveniences, but they want to see ethics and mindfulness in them.

Reductionists are drawn to the tangible, not digital. They value kindness and often support ethical businesses or engage in such communities.

What they need: Reductionists prioritize kindness and honesty. They strive to do everything "right" and will expect the same from you and your business.

Examples: Ethical enterprises like the vacation rental platform Airbnb, which directs half of every commission to local community projects. A US delivery cooperative that charges customers a monthly membership fee to ensure fair pay and benefits for drivers.

The Timekeepers

These are individuals who live by creating memories and highly value their time.

They refuse to be slaves to time, believing schedules should serve people (not the other way around). For these consumers, quality always trumps quantity. They're more interested in acquiring lasting memories than material goods.

They need services that free up their time and fill their lives with emotional experiences.

Examples: Business models with rentals or shared ownership that free them from commitments. In Japan, Not a Hotel offers subscription access to luxury homes away from home, while in Canada and the US, Apple Maps partners with the SpotHero parking reservation app to help drivers quickly find available spots.

The Pioneers

Pioneers are those who evolve and create opportunities that thrive on change and new ideas.

They live with one foot in the physical world and the other in the digital, determined to bridge the gap between them. Regardless of their field, they like to lead, driven by a need to make an impact. They're attracted to products and services that inspire them.

What they need: Solutions that better the world, be it universal designs usable by people of all ages and abilities. More personalized products and services. These curious consumers are equally comfortable in both physical and digital realms – for them, the goal and outcome are more important than the interface or platform.

Examples: Digital nomads and neural network enthusiasts like ChatGPT.


Elizaveta Kuzminykh

CMO (Chief Marketing Officer)

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