The agencies FutureBrand Paris and UM publish “Consumption NXT”, a study that examines the prospects of the post-consumer era in 2035. Unveiled on November 27th, the day after the hectic Black Friday weekend, this study shows itself not only on the right time, but also in a compelling way, offering five visionary scenarios that chart our collective path into the next will change in fifteen years.
Consumption NXT highlights the challenges and developments of overconsumption in France
Led by FutureBrand – an agency specializing in brand strategy and design – and UM – a media strategy consulting agency – and supported by France Télévision Publicité, the Consumption NXT study seeks to answer fundamental questions about our over-consuming society.
Among the French surveyed, 93% confirmed that the consumption is synonymous with spending, 88% associate it with fun while 46% mean it with waste. A change in social behavior is currently being observed, resulting from a growing awareness of the need to rethink our practices.
The French want a consumer revolution
At a time when 26.2 million French people are already feeling the effects of shortages, 85% of respondents confirm that “it is an obligation.” consume otherwise “. The survey also revealed that 58% of our compatriots are now planning new, more sustainable consumer behavior. The study calls them the “Next Consumers”.
But how can practices then evolve? To find an answer, Consumption NXT created five visionary scenarios of the post-consumer era for 2035. Each of these perspectives offers a unique facet of the changing landscape.
Scenario 1
In the first scenario, rationality trumps instinct with the help of artificial intelligence. The technology then becomes a tool that allows production more adapted to the real needs of each individual. Brands are aware of societal changes and are striving more to understand needs rather than create new needs. From this perspective, the use of personal data makes it possible to personalize shopping experiences and eliminate everything superfluous.
Scenario 2
In the second scenario, nature takes back its rights. With 82% of French people aware of the finite nature of resources, this perspective redefines the place that nature occupies in the economic model, going beyond mere exploitation as a resource. The idea would be for companies to become responsible stewards of natural resource conservation, a significant shift in line with brands' growing awareness of these issues.
Scenario 3
The third scenario depicts a society in which producing and consuming would become meritorious actions. While 35% of respondents admit to consuming automatically without really thinking about it, this approach would unite consumers and brands in a joint effort aimed at renewed economic collaboration.
48% of Next Consumers expect change and imagine that by 2035 every act of consumption will be exchanged for an object, a social or environmental contribution. Furthermore, 60% envision a world in which supermarkets are replaced by cooperatives, highlighting a radical shift in consumer habits towards more responsible choices.
Scenario 4
In the fourth scenario, the fight against waste will have won. The vast majority of Next Consumers (76%) believe that brands will have to limit their offerings in 2035. In this vision, companies are led to refocus their activities on basic human needs such as nutrition, transportation, entertainment and care. This approach aims to create deeper value by reducing choices, meeting the growing demand to focus on what matters.
Scenario 5
According to the study, 62% of respondents find it difficult to identify the best brands given the abundance of offers, while 36% no longer really enjoy consuming them. Therefore, the final scenario envisions a society in which there would be fewer brands. This trend, supported by 48% of next consumers, would mean less choice and therefore consumption promotes sobriety but brings more joy. In this society, quality takes precedence over quantity and favors long-term enjoyment.
In short, Consumption NXT outlines a captivating vision of the post-consumer future in 2035, revealing innovative scenarios that inspire us to rethink our lifestyles. While this is just the beginning, this study could well be the catalyst for significant change. So how can we work together to make these visions a reality?