Stubborn & autonomous consumers

fashion - living - general - cosmetics - food

Report from 007/ 2020-04-09


Consumers have found their own beat, their own peace, an autonomy – and are no longer as easy to guide.


"The consumer will no longer wait for directions to follow from outside anymore; they are on their own, making their own choices."



Consumers are on their own, making their own choices.

The lockdown has pushed us into solitude, sometimes together with our families or loved ones. The solitude has developed new habits, with no one telling us what to do, and no need to conform ourselves to others in the office or on the street. If we want to wear a ballgown at home, or wear our sports clothes all day, we can – there is no one to see it. We are more in tune with ourselves. It has stimulated autonomy and stubbornness. The consumer will no longer wait for directions to followw from outside anymore; they are on their own, making their own choices, also in fashion. We will see this in all industries.


The same goes for food:

You cannot dictate what people should eat, whether it’s healthy or unhealthy – they will choose for themselves.


"People will find peace in their own habits. Their patterns of behaviour will become more eclectic, more personal, more dedicated to further their own peace."


People will find peace in their own habits. Their patterns of behaviour will become more eclectic, more personal, more dedicated to further their own peace. And with the absence of new collections and shops to visit, and influencers no longer pushing products, there is more space for them to find their own paths, and their own clothes (a topic I will return to in another post).


"Consumers have found their own beat, their own peace, an autonomy – and are no longer as easy to guide."