LSN : News : Stat: News influencers are shaping young Americans’ media habits

Join The Synthocene Era : AI Futures Online Event

AI imagery by The Future Laboratory, UK

In this members’ exclusive online event, we will distil the key takeaways from our recent AI Futures macrotrend, The Synthocene Era. Join us to explore the prospects for human intelligence in 2025 and beyond.

Today, the term ‘intelligence’ frequently comes with the prefix ‘artificial’. But, as humans harness a number of advancing technologies – from AI to quantum computing to biotech and genetic engineering – what are the prospects for human intelligence in 2025 and beyond? And what does this mean for the way individuals think, behave, work and live?

Join us on 26 November for an overview of The Synthocene Era research. This members-only online event will take place from 2:30pm to 3:30pm GMT.

There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees. RSVP now.

Quilt turns heat pumps into a lifestyle with retro apparel collection

Heat Pumps merchandise by Quilt, US

US – California-based heat pump maker Quilt is merging climate technology with fashion to foster consumer advocacy. Renowned for its sleek, design-centric heating and cooling units, Quilt has unveiled a retro-inspired capsule collection featuring branded sweatshirts, joggers, socks and hats, dubbed ‘the five items specially designed for the world’s heat pump enthusiasts.’

‘Nothing says ‘I love 400% efficiency’ like a cosy pullover sweatshirt that celebrates the magic of heat pumps,’ says the brand about the £44 ($55, €53) jumper. This initiative marks a shift in how climate-tech brands connect with consumers. Traditionally, heat pumps have been marketed as practical, contractor-chosen infrastructure, but Quilt is reimagining them as lifestyle statements. While heat pumps themselves are invisible home upgrades, donning Quilt’s merchandise becomes a visible declaration of values, resonating with climate-conscious individuals.

Earlier this year, LS:N Global interviewed Rachael Orr, CEO of Climate Outreach, about the critical role of retrofitting in creating sustainable homes and achieving a net-zero future. For more insights on heat pumps, explore the Retrofitting Revolution viewpoint.

Strategic opportunity

Explore ways to turn functional, invisible products or services into lifestyle symbols. Identify practical products that could gain emotional appeal through branded merchandise or consumer advocacy campaigns

Whoop adds psychedelic tracking to wellness wearable

Whoop, US

US – Wearable biometrics tracker Whoop is pioneering the intersection of psychedelics and health tracking.

Using the customisable Whoop Journal, users can log more than 100 activities – from acupuncture to sex and journaling – to see how different actions affect biometrics. Now, users can also log their use of substances such as ketamine, LSD and psilocybin.

This isn’t the first time Whoop has shown an interest in the impact of mind-altering drugs on physiology and wellbeing. The company has previously partnered with psychedelic therapy provider Field Trip Health and the SEAL Future Foundation to study the impact of psychedelics on veterans with PTSD.

The new feature strategically positions Whoop to lead in tracking the physiological effects of psychedelics as regulatory barriers and consumer attitudes begin to shift.

For more on the evolving global approach to psychedelics and the new products and services embracing mind-altering drugs, head to our Psychedelic Innovations market report.

Strategic opportunity

As people become increasingly curious about detailed data regarding their lives and bodies, even in previously taboo areas, consider designing platforms that aggregate lifestyle data (eg fitness, diet, sleep and substance use) and provide actionable insights into how these behaviours interact to influence performance, mood and recovery

Stat: News influencers are shaping young Americans’ media habits

Toxic Influence by Greenpeace, UK

US – A new report by Pew Research Center highlights the growing influence of news personalities on social media, revealing that nearly 40% of US adults under 30 now regularly get their news from news influencers. These individuals command significant audiences – with at least 100,000 followers each – on TikTok, YouTube, Instagram, Facebook and X.

The report analysed more than 100,000 posts from 500 influencers during summer 2024, finding that nearly two-thirds (63%) are men – this peaks at 68% on YouTube. TikTok showed the most balanced gender distribution, with 50% of these influencers being male.

‘News influencers are mostly voices from beyond the newsroom,’ the report states, showing that more than three-quarters (77%) have ‘no background or affiliation’ with a news organisation.

Young audiences appreciate influencers’ fresh takes, with 65% saying their content helps them better understand civic issues, and over 70% noting it differs from traditional news outlets. Notably, Republicans were more likely to describe this alternative news as ‘extremely or very different’ from other sources. This research aligns with our finding in The Power of Precision Micro-Influencing, especially for Gen Z.

Strategic opportunity

When creating content for younger audiences, consider adopting storytelling techniques similar to those used by news influencers. Ask yourself, ‘Is this content authentic, engaging and relatable?’