News 06.09.2024

Need to Know

Sports teams are harnessing gaming for more engagement, Alice Crossley’s Foresight Friday and why US male graduates are delaying seeking a job.

Game-Changers: Sports leagues embrace gaming to capture Gen Z fans

Adidas and 100 Thieves, US Adidas and 100 Thieves, US

Global – With traditional sports viewership declining among younger audiences, sports leagues are turning to gaming platforms to engage with Gen Z. A YouGov report found that only 31% of UK sports fans aged 18–24 watch live sports on television, highlighting the challenge of building sports fandom in this demographic.

In response, sports organisations are embracing gaming, a fast-growing channel for fan engagement. The National Basketball Association (NBA) in the US, for instance, teamed up with game developer Saber to create NBA Playgrounds on Roblox in November 2023. The arcade-style game is inspired by real public basketball courts, merging physical sport with virtual play.

Similarly, Wimbledon introduced Race to Wimbledon on Fortnite ahead of its 2023 tournament, offering gamers a chance to navigate London landmarks en route to Centre Court.

‘You won’t attract young audiences to new platforms, so it’s better to collaborate with platforms like Roblox, Fortnite and Minecraft, where they’re already spending time,’ says Thommy Bouman, marketing manager at Dutch software company Beyond Sports. This shift underscores how sports organisations are adapting to changing behaviours, using gaming as a gateway to engage the next generation of fans.

Join us online on 10 September 2024 from 2:00pm to 3:00pm BST for our Sports and Leisure Futures 2024–2025 members-only online event. RSVP now.

Not a member yet, but want access? Reach out to us now at [email protected].

Kate Spade reveals Global Fund for Women’s Mental Health

Kate Spade New York’s autumn 2024 Campaign, US Kate Spade New York’s autumn 2024 Campaign, US
Kate Spade New York’s autumn 2024 Campaign, US Kate Spade New York’s autumn 2024 Campaign, US

US – Kate Spade New York is deepening its commitment to social impact with the launch of its Global Fund for Women’s Mental Health, featured in the brand’s autumn 2024 campaign. The initiative, 11 years in the making, aims to advocate for and invest in mental health resources for women worldwide.

The campaign features actresses Nicola Coughlan, Taraji P Henson and Marsai Martin in a short film that highlights the importance of mental health in women’s empowerment.

Kate Spade has invested more than $31m in global mental health initiatives to date. Taryn Bird, executive director of social impact at Kate Spade, emphasised that 'women’s mental health continues to go heavily stigmatised and underfunded... this is a global issue’.

The initiative kicked off with the brand’s third annual Global Summit on Women’s Mental Health in New York City on 5 September.

For more insights on how creative spaces can improve mental health, listen to our podcast with Dr Tasha Golden on the Impact of Art on Mental Health.

Strategic opportunity

Develop campaigns that integrate social impact initiatives directly into your brand’s identity, similar to how Kate Spade is combining fashion and female mental health advocacy

Foresight Friday: Alice Crossley, senior foresight analyst

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Alice Crossley dives into the revival of print media, non-toxic tech and Elf Beauty’s unexpected move into music.

: It’s been a big week for print: J Crew has revived its print catalogue, The Cut published its first standalone print issue, and Paper magazine is celebrating 40 years with a fold-out zine. i-D magazine is back online too. The New News looks a lot like the old news…

: If the return of print media isn’t enough to stop the doom scroll, Calm has introduced Taptivities, mindful text-based sessions, each under two minutes, to develop gratitude, self-reflection and breathwork. Quiet Mode: on.

: Meanwhile, Elf Beauty has announced its debut album to soundtrack get ready with me (GRWM) videos. The album will be the first product to come from the cosmetic brand’s new entertainment arm, Elf Made. From dominating dupe culture to breaking the internet with its campaigns and product launches, what can’t Elf Beauty do?

Quote of the Week

‘It’s about f*cking time’

i-D magazine

Stat: US male graduates not seeking work amid job market slowdown

After Hours by Shauna Summers via DTS, Germany After Hours by Shauna Summers via DTS, Germany

US – A Bloomberg News analysis of the latest 12 months of US government data shows more young men are becoming NEETs (not in employment, education or training) than women. The share of male college graduates participating in the workforce has declined in the past year, with one in five under the age of 25 neither employed nor actively looking for work. 

Recent graduates face a slowing job market after years of robust hiring. Male graduates, particularly those in technology and finance, are feeling the pinch as companies pause expansion plans. Many are delaying their job search, waiting for positions with salaries that match their expectations. In contrast, female graduates maintain steady participation rates, often turning to part-time work or positions outside their field. 

For more insights on Gen Z’s attitudes to work, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report. 

Strategic opportunity

Tailor recruitment efforts to the attitudes and expectations of Gen Z, focusing on their desire for purpose-driven work, career development and flexibility

Previous News Articles
Future Days 2025: Urban life in 2050 and queer design futures

News

Future Days 2025: Urban life in 2050 and queer design futures

The second day of Future Days 2025 kicked off at the Estufa Fria botanical garden in Lisbon.
Future Days 2025 : Sustainability : Urban Design
Foresight Friday: Alice Crossley, senior foresight analyst

News

Foresight Friday: Alice Crossley, senior 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, senior foresight ana...
Foresight Friday : London Marathon : Sports
Stat: Circular fashion is gaining momentum in US luxury e-commerce

News

Stat: Circular fashion is gaining momentum in US luxury e-commerce

Americans who purchase luxury apparel online are increasingly turning to circular fashion, according to new data from the Mastercard Economics Inst...
Sustainability : Fashion : Luxury
Arabian Travel Market 2025: Connected transport and cruise tourism

News

Arabian Travel Market 2025: Connected transport and cruise tourism

Day three of Arabian Travel Market (ATM) 2025 cast a spotlight on the evolving role of connected transport and the booming cruise sector in shaping...
Travel : Middle East Travel : Global Events
Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

News

Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

New research from cybersecurity company Fortinet reveals that 85% of African businesses across five key markets plan to invest in AI within the nex...
Statistic : Stat : Egypt
Future Days 2025: How TimeOut turned a magazine into a destination food market

News

Future Days 2025: How TimeOut turned a magazine into a destination food market

Just days after a climate-induced power outage plunged Portugal into darkness, Lisbon emerged as a beacon of resilience and innovation with the ope...
Global Events : Sustainability : Placemaking
Arabian Travel Market 2025: The power of human and spiritual connection

News

Arabian Travel Market 2025: The power of human and spiritual connection

Day two of the Arabian Travel Market (ATM) 2025 continued to spotlight the future of global tourism with a strong focus on human, cultural and spir...
Travel : Travel & Hospitality : Global Events
ChatGPT expands into e-commerce

News

ChatGPT expands into e-commerce

OpenAI has announced the launch of new shopping features within ChatGPT.
Technology : Retail : AI
Stat: American Gen Z are more optimistic about finances than their elders

News

Stat: American Gen Z are more optimistic about finances than their elders

Young people are surprisingly optimistic about their personal finances, reveals new data from the NBC News Stay Tuned Poll, powered by SurveyMonkey.
Politics : Finance : Economy
Arabian Travel Market 2025: AI and accessible tourism

News

Arabian Travel Market 2025: AI and accessible tourism

LS:N Global reviews the most innovative discussions, impactful presentations and new product showcases seen at The Arabian Travel Market 2025 ...
Travel : Travel & Hospitality : Global Events
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN