Based on their own analysis , Nicola di Lernia and Massimo Barberis , co-author of the book , describe the profile of the new emerging groups of consumers . They predict how they will react, and how they can be won back .
The Reset will be more pragmatic , and will think primarily of their health and safety , and will make comparisons before choosing the brand they prefer .
The Contactless are those who have improved their technological skills , and will prefer to buy digitally .They will be prepared to change their habits and their brands .
The Adapt and Change group will be able to see new opportunities for themselves , and will embrace all that is new and innovative .
Finally , the Revenge group will want to compensate for what they have been recently deprived of , and will buy fewer products but of higher quality , thus helping the luxury goods market , fashion and travel .
No group will stop consuming , of course , but they will be different , and it is up to the companies to instil confidence in all of them , and guide them to a better future .
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