Contents - People and emotions of 2024 -What will they be like?

People and emotions of 2024 -What will they be like?

People and emotions of 2024 -What will they be like?

After months of rigorous research, the WGSN Insight  team has identified four consumer profiles to prioritize and analyzed the drivers that define their behavior, interests and needs. Today in 1NADigital we share with you a brief summary of this research.


Emotions 2024

  • A sense of angst due to the rapid acceleration of society and technology.

2024 marks the beginning of the Internet of Everything, a circular existence where there will be no boundaries between the physical and digital world. While these meta-economies hold great promise, they also generate a sense of anxiety caused by the sheer amount of change occurring in too short a period of time. Such unease is called future shock.

  • Due to emotional saturation and our permanently connected lifestyle, our senses are on edge.

According to sensory historian, Mark Smith, the pandemic has brought about a "sensory revolution," whereby isolation and changes in work patterns and social habits have rapidly altered the way we use our senses to navigate the world. Several respondents reported that they used to watch videos for 10 to 30 minutes, but now lose interest in a matter of minutes. 

With the increase in overstimulation also comes an increase in sensory overload, which occurs when the brain receives more information from the five senses than it can process. In 2024, sensory regulation will be the antidote to overstimulation. For example, having a slow tech morning routine (only use one device at a time) or soundless work sessions (turn off all notifications and icons). 

  • We're not talking about toxic positivity. This mindset is based on a more realistic framework.

Tragic optimism is not toxic positivity (recreating false joy to an unhealthy level) or being in a constant state of happiness, but rather starting from a more realistic framework. 

Problems of emotional plurality and compassion fatigue are becoming increasingly common. According to a World Health Organization study, in 2021, there were more than 200 million people suffering from some form of mental disorder in India; while in South Korea, another study notes that nearly 30% of hospital staff turnover is due to compassion fatigue. In Brazil, symptoms of depression and anxiety increased 6.6-fold and 7.4-fold respectively in June and July 2020 (compared to before the COVID-19 pandemic).

  • A sense of awe that has been neglected over the past few years.

Scientists believe that we may have helped our ancestors survive in uncertain environments that demanded group cooperation. These moments of fascination can range from spending time in nature (the so-called awe-walk) to listening to new music. Variety is one of the benefits of drawing on awe for mental health: each experience is personal, can be intentionally sought out and easily experienced at different socioeconomic levels. "Awe-inspiring events can be one of the fastest and most powerful methods of personal change and growth," notes one study. 

Consumer Profiles:

  • The Controllers 

Overwhelmed by data pollution and an aversion to change, Controllers seek fluid commerce to maintain control and achieve a healthy work-life balance. Gen X, in particular, wants to be in control. 

  • The Interconnected 

Opposed to the productivity culture, but not lazy, this group is exploring fractional lifestyles (shared shopping and subscriptions) and are quitting their jobs as they rethink the meaning of success. 

  • The Memory Makers 

  • In 2024, this group will transform the pursuit of perfection to a desire to be present, order their social and work lives, and invest in enjoying time. 
  • Technological optimists 

This quintessential hybrid consumer wants the best of both worlds-digital wallets to shop in real life, VR moments they can feel in real life.


If you are interested download the full PDF here


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