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The Future Laboratory unpacks Gen Z: Global Youth Atlas report at Breakfast Briefing

The Future Laboratory Breakfast Briefing, UK

UK – The Future Laboratory hosted its quarterly members-only Breakfast Briefing at London social club The Roof Gardens on 26 March 2026.

Following an introduction from head of business development Angus Cross, senior foresight analyst Rose Coffey and creative lead Emily Rhodes gave attendees an overview of two regions explored in our Gen Z: Global Youth Atlas report.

In Kenya, rising digital entrepreneurship is paired with a growing preference for influencers who embody authenticity, relatability and humour. And young protesters are reclaiming the label ‘Gen Zote’, signalling a mindset that prioritises unity beyond tribal lines in pursuit of collective progress.

In South Korea, Gen Z spending is driven by emotional value, with a try-before-you-buy mindset fuelling demand for mini-sized formats. For this cohort, cuteness functions not only as a mode of self-expression but also as a psychological buﬀer – allowing Gen Z to retreat, play and recharge.

Chaired by deputy foresight editor Alice Crossley, the panel featured cultural navigators Margaux Bang, creative strategist at global experience marketing company Sparks, and Darshita Goyal, freelance culture writer and brand strategist.

Providing on-the-ground insights from their home countries of Canada and India, the panellists unpacked what Gen Z are really thinking, feeling and doing.

Goyal highlighted how Gen Z Indians are mixing traditions through Bhajan clubbing, where spiritual hymns are reimagined as dance-ready tracks. Bang emphasised the role of Indigenous knowledge in shaping Gen Z Canadians’ approach to sustainability.

Intelligence partners of The Future Laboratory receive exclusive access to these quarterly in-person events, where analysts share the most valuable insights from the latest macrotrend reports.

Gen Z: Global Youth Atlas is also available for purchase via The Future Laboratory’s online shop.

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Oduwole reflects on the balance between fulfilment, optimisation and enjoyment.

: Fresh off the turf, I’ve just completed my first Hyrox, and I – a Pilates princess with a soft-sport mentality – have been converted. It encompasses everything we’ve been discussing on LS:N Global – social wellness, micro-victories, fitness fan clubs (did anyone see US rapper Gunna give a diamond chain to the fastest female runner at his run club?) – and offered fun and a sense of achievement in a world that feels as though it’s descending into World War III.

: But don’t think of me as a fully fledged, abstinent gym bro – I’m a walking wellness paradox. As discussed in our new macrotrend report Liquid Intentions, Gen Z are notorious for consumption on their own terms and within their control, which is exactly why I’ll be going straight from the burpees to the bevs this weekend. It’s all about balance.

: Earlier in the week, I read an amazing essay on Substack titled What We Can Learn From Alysa Liu. As clichéd as it sounds, the mantras ‘Enjoy the journey, not the destination’ and ‘Everything is a win when the goal is experience’ have completely rewired my brain.

Photography by Baptiste Fauchille, Hyrox 2024 World Championships, Nice, France

The piece uses Liu as an example of a different kind of success – one rooted in autonomy, joy and detachment from outcomes – rather than discipline and control. Gen Z reject traditional success metrics and live in the moment by embracing positive absurdism, and finding joy and freedom in life’s unpredictability. Learn more about Gen Z attitudes in our Global Youth Atlas.

Quote of the week

‘The one who’s in love always wins. It doesn’t matter if you get your heart broken; you’re living, and when you’re feeling, you’re alive… The sun doesn’t care whether the grass appreciates its rays, it just keeps on shining. That’s you’

Ethan Hawke, Oscars red carpet (source: Buzzfeed)

Stat: Reddit emerges as retail’s hidden conversion engine

Reddit, Global

Global – Reddit is emerging as a critical yet under-recognised force in the retail media mix, according to Fospha’s State of Retail Commerce 2026 report.

Analysing year-on-year data from 2024 to 2025, the study reveals that Reddit now drives significantly more purchase activity as consumers increasingly seek out peer-led, human insights before buying. When Amazon sales are factored in, Reddit’s return on ad spend rises by 82%, while revenue influenced by the platform surged 257% in 2025 alone.

This ‘hidden impact’ reflects a broader shift beyond last-click attribution, which continues to undervalue community-led channels. As Reddit discussions surface more prominently in AI-generated search responses, its role in shaping discovery is compounding.

The study suggests that influence is no longer captured solely at the point of conversion, but within the messy, conversational spaces where decisions are formed. To find out more about how to make Reddit work for your business, head to our report The Reddit Opportunity.

Strategic opportunity

Embed your brand in Reddit communities to influence purchase decisions early. Activate peer-led campaigns and engage in in-platform conversations to capture hidden revenue beyond last-click attribution