​Understanding your target audience is essential when you are building emotional connections and loyalty with your brand. These connections can ultimately lead to increased trust and a healthier bottom line. By focusing on consumer trends, you can refine your marketing strategy to resonate with your audience's preferences and interests. In this article, we'll look at four current consumer profiles identified by a leading global trend forecasting group and share strategies to effectively engage with these consumers. As you read on, ask yourself:

1. Do any of these profiles align closely with my target audience?
2. Are my marketing efforts addressing the preferences of my target consumer groups?
3. How can I use various marketing mediums to strengthen emotional connections with my brand?

1. The New Nihilists: Redefining Meaning and Happiness

The term "Nihilist" has historically referred to extreme skepticism, but the "New Nihilists" are opting out of the world's turmoil while still seeking meaning and happiness. These non-conformist and contemplative individuals are drawn to speculative ideas and creative genres like chaos culture, gaming, and alternative therapy. To gain their trust, prioritize honesty, authenticity, and humor in your marketing efforts. The New Nihilists don't want to feel like they're being sold to, so be genuine in your content and merchandise choices.

55% of global Millennials in their mid-30s are dissatisfied with democracy – a disillusionment that is significantly higher than Gen X or Baby Boomers felt at similar ages.

2. The Reductionists: Prioritizing Values and Connection

After embracing digital convenience during the pandemic, Reductionists seek to re-establish in-real-life connections and communities. They value kindness, integrity, and believe in supporting people and the planet through their purchases. Efficiency is important to them, but they also prioritize sustainability and ethics. To connect with Reductionists, ensure your values align with theirs, and use emotional storytelling to convey your brand's message.

A Psychological Bulletin review of more than 200 studies showed that pro-social behaviors like altruism result in better mental and physical health. ​​​​