Signals

As the Western world enters a time of cultural volatility and political division, brands face a choice: retreat, react or re-root.  

How does one conduct trend forecasting and strategic foresight, particularly in countries such as the US right now, amid chaos and uncertainty? There are many things LS:N Global anticipated: The Dislocated World hinted at rising individualism, Positive Patriotism predicted a rise in protectionism, Cracking the Algorithm Code analysed a post-truth society shaped by algorithmic bubbles and the erosion of common ground while The Paralysis Paradox explored growing unease around climate action.   

These weren’t surprises. However, as Trump’s second term continues to send shockwaves through America’s institutions, brands are entering a high-stakes era of public scrutiny and cultural reckoning.  

With the help of four US brand strategists with decades of experience, we outline how businesses can prepare and navigate the next three years with clarity and resilience. 

Between consumers’ thirst for authenticity, the neutrality myth and buying boycotts, we unpack four areas of improvement for brands operating in a landscape where instability and polarisation are the new normal.  

Read the full report for more insights. 

As Instagram approached its 15th anniversary in June 2025, the platform launched a campaign spotlighting creativity on social media. Entitled Anyway, the campaign brings together a cross-disciplinary cast, including Rosalía, Tyler, the Creator, Clint 419, Fred Again… and Nadia Lee Cohen, each reflecting on creative risk and self-expression.

The initiative forms part of a broader strategy to position Instagram as a platform for low-pressure, creativity-first sharing. Alongside new creator tools such as Trial Reels – which lets users share content with non-followers before going public – the company is investing heavily in video editing app Edits, new typefaces co-created with artists like Rosalía and Drafts, a funding programme for emerging talent.

As parents become more aware of the negative impact social media usage can have on children’s mental wellbeing, there is a movement towards creating a healthier, less toxic online world. By encouraging active participation with the app over passive scrolling, Instagram is reframing itself as a platform for creative expression, aligning with Gen Z’s interest in Digital Wellness.

People are more interested in period romances than modern love – so what does this mean for dating apps and relationships, asks senior foresight analyst Alice Crossley. 

If The Future Laboratory awarded a word of the year, 2025’s top contender would be anemoia – nostalgia for a time or place never experienced. This has never been truer than when it comes to relationships and dating. Increasingly, the cultural consensus appears to be that technology has flattened connection, frayed intimacy and drained romcoms of their charm, leading to a deep yearning for love stories from the past. 

In 2026, something interesting is happening in popular culture. While retelling old stories is nothing new to Hollywood, three of the most famous 18th and 19th century love stories are being retold in the coming year, pointing to an interesting shift.  

Author Dolly Alderton and Heartstopper director Euros Lyn are adapting Jane Austen’s Pride and Prejudice into a six-part series for Netflix. Meanwhile, filming is rumoured to have started on an adaptation of Sense and Sensibility, starring Daisy Edgar-Jones.   

Emerald Fennell’s version of Emily Brontë’s Wuthering Heights will hit cinemas in time for Valentine’s Day 2026, starring Jacob Elordi and Margot Robbie, with original music by Charli XCX.  

Meanwhile, contemporary love stories are falling flat. Celine Song’s Materialists, highly anticipated after Past Lives, was called ‘the biggest disappointment of the decade’ by The Times and an ‘inert misreading of modern romance’ by Vulture. Lena Dunham’s romantic series for Netflix, Too Much, received similarly scathing reviews.  

The consensus here seems to be that modern love is bad. It’s unwatchable and unliveable. Yet people are lonely and the dating crisis is contributing to a worrying ideological divergence between young men and women – and the last thing the world needs is more fragmentation.   

For our 19th century framework for 21st century love and connection, read the full analysis.

Netflix expanding its entertainment empire into immersive dining in late 2025 with Netflix Bites Vegas, a year-long residency at MGM Grand in Las Vegas. The restaurant serves a menu inspired by hit shows such as Bridgerton, Stranger Things and Squid Game, blending food with fandom. 

Building on the success of Netflix Bites Los Angeles, which sold out for six weeks in 2023, the Las Vegas iteration offers themed dishes such as The Dessert is Lava, a molten chocolate treat inspired by Floor is Lava, and cocktails including The Mind Flayer, a dark bourbon concoction referencing Stranger Things. 

With 7.5m guests engaging in Netflix’s real-world experiences across 100 cities, this latest venture underscores the brand’s ability to translate digital storytelling into physical, fan-driven spaces. Our Streaming’s Next Frontier report delves into why streaming is no longer just about content – it’s about building universes populated by fans and allowing audiences to engage with film and tv beyond the sofa.