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Behaviours
Everything you need to face your future consumer with confidence, including the latest ethnographic research, generational insight, consumer-related stats and overarching human needs.
Markets
Gen Z in Kenya
From Silicon Savannah to the streets of Nairobi, Kenya’s Gen Z are rewriting the rules of power, protest and purpose for governments and brands.
Markets
Gen Z’s Mall Revival
For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.
Big Ideas
SXSW 2025: Reclamation Versus Resistance
SXSW 2025 marked a radical shift from resistance to reclamation, as industry leaders build agency in a challenging democracy, create decentralised media platforms and focus on a shared humanity.
Markets
Gen Z in Indonesia
With millions of young, tech-savvy and entrepreneurial Indonesians reshaping culture, business and faith, Gen Z is a force no brand can afford to ignore.
Markets
The Sexuwellness Men’s Market
Meet the innovators rebranding men’s sexual wellness as a pillar of male pleasure and wellbeing.
Big Ideas
Six Chinese Brands Redefining Global Expansion
Determined to disrupt the ‘cheaply made in China’ narrative, a new wave of Chinese brands is conquering global markets by cultivating fandoms and r...
China
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Retail
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Pop Culture & Media
Markets
Gen Z in South Korea
Amid a collective melancholy rooted in structural disillusionment, South Korea’s Gen Z are chasing dopamine hits through K-pop, K-beauty and K-idul...
Beauty
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Pop Culture & Media
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Gen Z
Markets
Third Culture Cuisines
Fusion cuisine, from TikTok chefs to experimental menus, is becoming a bold expression of identity and cultural pride, fuelled by third-culture coo...
Food & Drink
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Society
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Pop-culture & Media
Markets
Gen Alpha’s Travel Pester Power
From wellness retreats to screen-free adventures, hotels around the world are investing in programmes designed to engage, educate and inspire the y...
Youth
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Travel & Hospitality
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Luxury
Markets
Gen Z in Brazil
Driven by a quest for purpose, Brazil’s Gen Z are honouring their roots in inventive ways – raising the bar for inclusive fashion, global fandom an...
Youth
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Pop-culture & Media
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Gen Z
Big Ideas
Sensorial Sustainability
What a brand feels like matters as much as, if not more than, what it says. It isn’t messaging but experiences and spaces that drive trust. In a po...
Sustainability
Markets
Digital Clout Dining
A new wave of Indian restaurants is reshaping fine dining through limited-access menus, founder storytelling and digital scarcity, transforming mea...
Food & Drink
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India
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Travel & Hospitality
Markets
Intimate Fantasy Escapism
Intimate fantasy roleplay is shifting to become an increasingly mainstream practice. Driven by growing fandoms, it represents a search for belongin...
Youth
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Pop-culture & Media
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Society
Markets
Luxury Train Travel
Upmarket rail holidays are becoming a channel for storytelling, ecological responsibility and prestige tourism, driven by younger wealthy audiences...
Luxury
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Travel & Hospitality
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Design
Markets
Neo-community Market
From personalisation through data to personalisation through dialogue, brands are creating communities where followers feel like friends and belong...
Retail
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Pop-culture & Media
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Society
Big Ideas
Nigeria’s Rave Revolution
Popularised by a surge in electronic music streaming, Nigeria’s rave scene is emerging as a vibrant space for hospitality, culture and community.
Youth
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Pop-culture & Media
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Gen Z
Markets
Grab-and-Go Cuisine
Food brands are re-inventing convenience with healthier, snackable and culturally relevant formats designed for time-poor consumers.
Food & Drink
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Society
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Health & Wellness
Markets
Gen Z Wellness Rebellion
Cigarettes, cocktails and control: Gen Z are rebelling against MAHA (Make America Healthy Again) rhetoric, self-optimisation and the wellness manda...
Food & Drink
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Youth
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Travel & Hospitality
Markets
Collaboration Culture
Successful brands are evolving from authoritative voices to co-creative partners. They are collaborating with audiences, creators and peers to shap...
Fashion
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Sports & Leisure
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Beauty
Big Ideas
MAD//Fest 2025: The Formula for Fixing Boring Brands
At this year’s MAD//Fest, brands, marketers and culture leaders gathered in London’s Truman Brewery to explore how businesses can be less boring an...
Advertising
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Marketing
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Global Events
Big Ideas
Cannes Lions 2025: Branding in the Trust Recession
As public trust in institutions plummets, brands are stepping up with bold action, scientific rigour and substance.
Global Events
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Branding
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Pop Culture & Media
Markets
Chronodiets
In a world that runs against our natural rhythms, a new movement in nutrition is synchronising meals and supplements with our biological clocks.
Health & Wellness
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Food
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Drink
Markets
Bougie Basics
Household activities and hygiene routines are being transformed into moments of everyday opulence driven by self-care rituals and social hangouts i...
Beauty
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Luxury
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Design
Big Ideas
Cannes Lions 2025: The Unhinged Humour Opportunity
Can brands use humour to heal a world in permacrisis? According to the biggest names at Cannes Lions 2025, they can, but only if they fully commit ...
Advertising
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Technology
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Pop Culture & Media
Big Ideas
Viva Tech 2025: Five Sustainable Fashion Start-ups
From algorithmic upcycling to traceability tools, LS:N Global spotlights five fashion tech start-ups reshaping the future of sustainable production.
Fashion
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Technology
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Sustainability
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