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.

Six Chinese Brands Redefining Global Expansion

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 : Retail : Pop Culture & Media
Gen Z in South Korea

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 : Pop Culture & Media : Gen Z
Third Culture Cuisines

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 : Society : Pop-culture & Media
Gen Alpha’s Travel Pester Power

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 : Travel & Hospitality : Luxury
Gen Z in Brazil

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 : Pop-culture & Media : Gen Z
Sensorial Sustainability

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
Digital Clout Dining

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 : India : Travel & Hospitality
Intimate Fantasy Escapism

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 : Pop-culture & Media : Society
Luxury Train Travel

Markets

Luxury Train Travel

Upmarket rail holidays are becoming a channel for storytelling, ecological responsibility and prestige tourism, driven by younger wealthy audiences...
Luxury : Travel & Hospitality : Design
Neo-community Market

Markets

Neo-community Market

From personalisation through data to personalisation through dialogue, brands are creating communities where followers feel like friends and belong...
Retail : Pop-culture & Media : Society
Nigeria’s Rave Revolution

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 : Pop-culture & Media : Gen Z
Grab-and-Go Cuisine

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 : Society : Health & Wellness
Gen Z Wellness Rebellion

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 : Youth : Travel & Hospitality
Collaboration Culture

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 : Sports & Leisure : Beauty
MAD//Fest 2025: The Formula for Fixing Boring Brands

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 : Marketing : Global Events
Cannes Lions 2025: Branding in the Trust Recession

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 : Branding : Pop Culture & Media
Chronodiets

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 : Food : Drink
Bougie Basics

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 : Luxury : Design
Cannes Lions 2025: The Unhinged Humour Opportunity

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 : Technology : Pop Culture & Media
Viva Tech 2025: Five Sustainable Fashion Start-ups

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 : Technology : Sustainability
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