When discussing categories of people—like types of shoppers or consumers—you will often need to refer generally to "those who." In Italian, you do this by combining a demonstrative pronoun with the relative pronoun che.
Coloro che
To refer to a generalized group of people, you can use the phrase coloro che.
| those / they (used with 'che') | coloro |
Coloro is a slightly more formal, elegant pronoun. When combined with che ("who" or "that"), it translates to "those who." It is always followed by a verb in the third-person plural.
| Those who criticize consumerism prefer to buy little. | Coloro che criticano il consumismo preferiscono comprare poco. |
| Those who look for a sustainable product always check the label. | Coloro che cercano un prodotto sostenibile controllano sempre l'etichetta. |
Quelli che
In everyday spoken Italian, it is much more common to use quelli che instead of coloro che. It functions exactly the same way and means exactly the same thing.
| Those who are impulsive buy clothes so expensive that they run out of money. | Quelli che sono impulsivi comprano vestiti talmente costosi che finiscono i soldi. |
| Those who look for an affordable car always wait for the best offer. | Quelli che cercano una macchina conveniente aspettano sempre l'offerta migliore. |
Using them as objects
Both coloro che and quelli che can be the subject of your sentence, as seen in the examples above. However, they can also act as the object—the people receiving the action.
| It is necessary to educate those who love consumerism. | Bisogna educare coloro che amano il consumismo. |
| The seller tries to persuade those who enter the store. | Il venditore prova a persuadere quelli che entrano nel negozio. |