Defining the ‘fiercely unfiltered’ consumer

Meeting the consumer trend for unapologetic self-expression, being authentic in business, and how to communicate luxury, were all discussed in a panel session at 100% Optical.

Natasha Cazin, global insights manager for eyewear at Euromonitor International, led the session, Fiercely unfiltered: translating authenticity into action in optics through products and storytelling, on 2 March.

Cazin presented the final of three consumer trends Euromonitor International has predicted for the year ahead, with the first two explored on the previous days of the conference. Find OT's report on the first session, focused on the ‘Comfort zone’ trend, here.

Cazin told the audience: “Fiercely unfiltered, simply put, is about rejecting conformity and embracing unapologetic self-expression.”

This is a trend that the analysts have seen developing since 2024 but in 2026, consumers have reached a tipping point, she explained.

Consumers desire something “real and authentic,” Cazin shared: “The message is – this is who I am, I am enough. Meet me here or don’t meet me at all.”

Euromonitor International suggests this could be driven by rising costs, with individuals no longer meeting ‘traditional’ milestones – such as getting on the property ladder.

“People are prioritising self-expression over long-term caution,” Cazin said.

This is reflected in the decisions brands are making, Euromonitor International is finding, with 53% of professionals surveyed reporting that the growth of individualism and personalisation trends will highly influence their industry over the coming five years.”

Brands may take the approach of hyper-segmentation – taking a “laser focus” on consumer profiles and niche audiences.

Storytelling is also important to help consumers connect with purpose and meaning, Cazin said, while craftsmanship is another direction for brands to showcase the product, its materials and purposes and what makes it worth investing.

For optical retailers, Cazin recommended connecting with these consumers through emphasising craftsmanship of eyewear, pointing to the material choices and design decisions.

“Leading with storytelling, meaning, explaining the purpose, inspiration and value behind a product build deeper emotional value,” she added.

For the second half of the session, Cazin was joined on stage by a panel including Hayley Brunsden, founder of CBTR Opticians, and Rebecca Thompson, eyewear strategist and dispensing optician.

Garry Kousoulou, managing director of Loving Social Media, and Fflur Roberts, global insights manager luxury goods for Euromonitor International, completed the panel.

Asked for her insight on the luxury sector, Roberts explained: “All luxury brands, regardless of whether in eyewear, bags, cars or the experiential sector, are facing the fact that the luxury consumer is no longer monolithic.”

The outdated ideas of the ‘stereotypical’ luxury consumer have gone, she emphasised, adding that brands are currently dealing with four differential generations of consumers.

Thompson highlighted the importance of transparency and consistency in how practices present themselves to the world, and the experience they offer: “For me, it’s really important that there isn’t a mismatch between what you present, either on social media, or on the website, and when somebody comes in and sees it. I think if you’re going to sell luxury and you’re talking about that publicly, then when people walk in you want them to feel luxury.”

Panellists discussed how social media can be used as a tool by practices, as well as the role of storytelling in introducing patients and customers to new brands.

The panel also discussed the benefits of finding a niche and not aiming to “please everyone.”

Brunsden said: “Finding your niche is really important. For me, that niche needs to be something that you’re really passionate about. Whether that be frames, lenses or contact lenses, find your niche and go after that.”