10/09/2026
What will consumers want in 2027?
This has been on my mind as the context consumers are navigating is unusually complex.
Technology continues to accelerate. Economic uncertainty isn’t going away. Intelligence is abundant, and trust is getting harder to earn. AI is being woven into search, shopping, service and content, often without people choosing it.
The obvious response is to give people more: smarter agents, more personalization, faster everything.
But I keep coming back to the less obvious.
Giving consumers less: less noise, less friction, less to manage.
Over the past few years, we’ve seen the early signals: de-influencing, (un)smart phones, the backlash against optimizing everything.
In 2027, I think the Era of Enough moves from mindset to market.
Fresh on the blog: seven consumer trends to watch in 2027. Link in bio👇