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.

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

Sacred Sojourns

Religious tourism is booming as a new generation of travellers seeks spiritual meaning, cultural rituals and connection across sacred destinations worldwide.

Markets

The Bromeopathy Market

Bromeopathy is entering the mainstream as the wellness industry caters for a new wave of men seeking science-backed products and supplements to fuel their masculinity. 

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

Cortisol Control

Tackling stress is a major concern for the wellness community, with new research and innovations emerging to measure and lower cortisol, along with viral content promoting cortisol-focused solutions.

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

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

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

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

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

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 : India : 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 : Pop-culture & Media : 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 : Travel & Hospitality : 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 : Pop-culture & Media : Society

Big Ideas

Nigeria’s Rave Revolution

Youth : Pop-culture & Media : 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 : Society : 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 : Youth : 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 : Sports & Leisure : 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 : Marketing : 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 : Branding : 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 : Food : 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 : Luxury : 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 : Technology : 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 : Technology : Sustainability