4 Unmissable Consumer Trends for 2023

Scaling-down Attempt

The first word to bet on for 2023 is Reduction (+38% predicted growth in the next 6 months).

Over the past 3 years, we’ve witnessed the rising need for all-encompassing flexibility across different fields, ranging from F&B to Beauty, from work-life balance to retail and travel. However, the concept of flexibility is itself changing. Triggered by the growing complexity and instability of world events as well as the multiplication of solutions on the market, the search for flexibility is now being replaced by a reducing approach.

One of that case studies - that you can find in our Annual Report - related to this future trend is about the Berlin-based start-up Blue Farm. The brand states it is “radically redeveloping milk” with its powdered plant-based products, which include oat bases and oat latte bases. By eliminating water and selling only the fermented plant base, the company is significantly reducing the footprint of oat milk (In this year the company has sold enough oat drink powder to create over 750,000 litres of oat drink).

Hopeful Tomorrow

How do people look to the future? According to our experts and data, the second word to bet on for 2023 is Future-Proof (+41% predicted growth in the next 6 months).

In an era of uncertainty, consumers are shifting their focus from simply extending longevity to building resilience and a sustainable future. This shift goes beyond personal well-being and extends into broader societal and environmental concerns. Optimism is no longer a passive hope—it’s an active movement.

One of the key signals in this trend is the rise of climate optimism. For example, Zahra Biabani, a Gen-Z entrepreneur, is revolutionizing sustainable fashion through In The Loop, a rental marketplace that encourages ethical shopping habits. Her message is clear: solutions exist, and embracing them is the key to change.

Frictionless Interoperability

The third trend on our radar is Interoperability (+22% predicted growth in the next 6 months).

For years, decentralization has been a guiding principle across various industries, from finance to social media and even supply chains. However, a critical need has emerged: ensuring seamless interoperability between different platforms, tools, and ecosystems. Consumers and businesses alike demand frictionless digital experiences, where identities, assets, and services can transition effortlessly across different networks.

One example from our annual report is Matter, the new smart home standard that promises to fix smart home interoperability. It ensures smart devices from different brands work together seamlessly, finally addressing long-standing compatibility issues in the smart home space.

Empathetic Connections

Finally, the fourth word to bet on for 2023 is Empathy (+27% predicted growth in the next 6 months).

As we move away from a self-care-dominated culture, consumers are seeking deeper emotional connections—both with brands and within their communities. While indulgent self-care remains relevant, there is a noticeable shift towards collective emotional well-being, emphasizing compassion, understanding, and human connection.

The Asics' “Mind Uplifter” campaign provides a powerful example, highlighting the transformative impact of exercise on mental health, shifting the focus away from physical transformation and towards emotional well-being.

Looking Ahead: A Future Defined by Adaptability and Purpose

As we step into 2023, these four trends—Reduction, Future-Proofing, Interoperability, and Empathy—will shape the consumer landscape in profound ways. Each highlights a distinct shift in mindset, reflecting broader societal movements towards sustainability, resilience, digital transformation, and human connection.

For brands, the takeaway is clear: success in 2023 will require a balance between innovation and responsibility. Consumers are more informed, more demanding, and more intentional in their choices than ever before. The brands that stay ahead will be those that anticipate these changes and adapt with purpose.

Want to dive deeper into these insights? Download our full Trend Confirmations & Predictions for 2023 report for an in-depth look at the forces shaping the future.

Stay ahead. Stay relevant. See the future, today.

Trend lines, data, and information described in this article emerge from the ongoing analysis performed by Nextatlas on its global observation pool made of innovators, early adopters, industry insiders expressing their views on Twitter, Instagram, and Reddit.

To learn more about our AI, discover Nextatlas Methodology here