LSN : News : Stat: US households shed nearly a third of paid subscriptions year on year

The Future Laboratory releases Optimised Odysseys macrotrend report

The Future Laboratory, UK

UK – We are entering a transformative era of travel when every journey must be optimised – technologically, personally and financially. As leisure time becomes more precious, travellers are seeking intelligent, intentional experiences that blend cutting-edge tech with human-centred design.

From AI-powered itineraries to off-grid escapes, the future of travel is rooted in meaning, connection and ease. No longer just about the destination, travel is now about vitality, self-actualisation and story-rich moments.

In its latest macrotrend report, The Future Laboratory explores how the age of Optimised Odysseys is reshaping travel and hospitality, redefining luxury and experience across a shifting global landscape.

LS:N Global members can access the report now. Optimised Odysseys is also available for purchase in The Future Laboratory’s shop.

New Zealand counts 695bn citizens to rally nature protection

Population 695 billion-ish, New Zealand

New Zealand – New Zealand’s population has officially jumped to 695bn – if you count its birds, animals, plants and marine life – in part of a bold national campaign to protect biodiversity. Launched by the Department of Conservation (DOC) and Deloitte Digital NZ, Always Be Naturing reframes nature as part of everyday life rather than a separate weekend escape.

Out-of-home giant JCDecaux donated its global billboard inventory to spotlight the campaign, which was launched on 1 September 2025. The campaign encourages people to take small, everyday actions that add up to systemic change, while inviting brands to adapt and amplify the Always Be Naturing message.

By turning biodiversity into a point of national pride, organisers hope to embed nature protection into New Zealand’s cultural identity for years to come. Find more insights on how to present new sustainability narratives in our Rebranding Nature design snapshot.

Strategic opportunitiy

Treat biodiversity as a stakeholder, not just a resource. Can you build environmental impact metrics into decision-making, similar to how your company accounts for employees, shareholders and customers?

The Good Pill Co aims to certify the under-regulated supplements market

Sweden – Newly launched certification body The Good Pill Co has secured strategic funding from sports medicine experts The Nxt Level Group to accelerate its global roll-out and establish itself as the trusted benchmark for supplement quality and transparency.

Founded in June 2025, the Stockholm-based company offers a Certified Contents mark that verifies active ingredient accuracy, bioavailability through disintegration testing and contaminant safety. Its Cleaner Sport certification assures athletes and brands that products are free from doping-related substances – an essential step for competitive sport integrity.

Partnering with leading brands such as Pharmalinea and Tosla Nutricosmetics, The Good Pill Co aims to make rigorous testing the standard for all new supplements within five years, with rapid expansion planned across Europe, Asia-Pacific and North America.

The certification programme is being launched as the ever-growing global supplements market faces increasing scrutiny over light regulation and misleading claims. As Lyma founder Lucy Goff told LS:N Global: ‘The reality is that the market is entirely unregulated. Manufacturers can make unsubstantiated claims.’ The Good Pill Co’s independent verification addresses these long-standing gaps, setting a new benchmark for consumer trust and product integrity.

By creating a global standard that elevates safety, efficacy and sustainability, The Good Pill Co shows how moving beyond marketing-led promises to science-backed, transparent operations can secure consumer loyalty through verified quality in an increasingly discerning market. For more on this, see our Accredited Beauty macrotrend report.

Photography by ready made

Strategic opportunity

Consider using third-party certification and rigorous testing to build consumer trust, authority and loyalty while signalling commitment to safety, efficacy and sustainability

Stat: US households shed nearly a third of paid subscriptions year on year

Photography by Junior Teixeira, Brazil

US – Research from Self Financial has found that the average American household has reduced the amount of paid subscriptions from an average of 4.1 in 2024 to 2.8 in 2025 – a 32% drop in a year. Monthly spending has fallen from £29.97 ($40.39, €34.32) to £27.45 ($37, €31.44), yet wasted payments remain high, with unused subscriptions costing individuals an average of £94.26 ($127, €107.95) annually.

Rising prices are the clear driver. Disney+, Hulu and Paramount+ all increased fees by about £1.50 ($2, €1.70) in the past year, while Apple TV+ prices rose by 30%. Nearly half of subscribers (49.7%) say they will tolerate no further increases. Crackdowns on password-sharing have also backfired, with 45.7% of respondents now more likely to stream content illegally.

While convenience still anchors demand, perceptions of value are slipping – only 40.9% believe subscriptions deliver quality content, down from 51.8% a year ago.

This reflects insights from our New Codes of Value report in which we highlighted the rise of circular disappointment and widespread consumer dissatisfaction.

Strategic opportunity

Create flexible, transparent models that give consumers the freedom to pause or cancel subscriptions easily, turning trust and emotional connection into the new drivers of long-term loyalty