Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

What’s New on LS:N Global?

From shifting definitions of value to TikTok-fuelled commerce and hormone health retreats, our analysts unpack what’s new and next on LS:N Global

Macro Trends

Youth Culture in 2025

From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences engage with entertainment

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

Macro Trends

The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom

Macro Trends

Gen Z Now and Next

Gen Z are entering adulthood burdened by global challenges, yet lack the tools or role models to drive the change they envision, leaving them paralysed by paradox

Big Ideas

Party live

US – The Houseparty app enables Gen Viz consumers to visually communicate en masse with group video calls.

Big Ideas

Playing to young athletes

Global – Sportswear brand Under Armour has created an interactive Snapchat game to engage with a younger audience.

Under Armour : Gen Viz : Snapchat

Big Ideas

Youth Marketing Strategy NYC 2016: Review

At the latest Youth Marketing Strategy (YMS) NYC show, youth culture experts spoke about the importance of experiences, authenticity and community-...

YMS NYC : Gen Viz : Anti-Authenticity

Big Ideas

Ladder of success

Manchester – The Lad Bible has launched a new scheme to hire 16-year-old apprentices.

The Lad Bible : Gen Viz : Cheif Influence Officers

Big Ideas

Youth in crisis

UK – A new study suggests that young British adults are suffering a crisis of confidence.

Housing Crisis : Work-life Balance : Adultlescents

Big Ideas

Yeay for video

Germany – Yeay is a new video-only shopping app that combines retail and social media.

YEAY : Gen Viz : Video Shopping App

Big Ideas

A sound course

Global – Levi’s has worked with best-selling artists to promote its new music courses for young people.

Levi's Music Project : The Learning Economy : Alicia Keys

Design Directions

#TOMMYNOW

Tommy Hilfiger's latest fashion event ditched runway convention to create a carnival of couture.

Destination Retail : New York Fashion Week : Tommy Hilfiger

Markets

Food and Drink Market 2016: Part 1

In 2016, innovative producers and increasingly vocal consumers empowered by social media are leading a revolution to reset the global dining agenda.

Social Media : Food & Drink : Global Market Overview

Viewpoints

An unshared future

Fears are growing that the sharing economy model is not as benign as it first appeared.

The Sharing Economy : Airbnb : Uber

Big Ideas

Stock take

Global – Adobe has launched its Creative Summer School content platform.

Adobe : The Learning Economy : Creative Summer School

Design Directions

Oddsson

Oddsson is a new hospitality proposal in Reykjavik that takes the best of hotel service and combines it with the convivial atmosphere of a hostel.

Hostel : Hotel : Reykjavik

Big Ideas

Super-sweet 18

Italy – Teenagers are set to receive a €500 culture bonus from the government.

18app : The Learning Economy : Youth

Viewpoints

Robert Newry: Arctic Shores

Why traditional psychometric tests are no longer fit for purpose.

Recruitment : The Learning Economy : Gen Viz

Big Ideas

Professional freelancers

US – Business networking platform LinkedIn has launched a new service that enables users access to the gig economy.

LinkedIn : Freelance Economy : Professional Network

Big Ideas

Spornosexual selfies

UK – Research by the University of East Anglia has found that austerity is encouraging young men to use their bodies as brands.

University Of East Anglia : Spornosexual : Instagram

Big Ideas

Back to school

US – The end-of-summer sales boost that comes with back-to-school purchases is already under way, so what can we expect from this season?

Generation D : Athleisure : Back-to-School

Big Ideas

Vote of confidence

San Francisco – The Democracy Earth Foundation has created a platform for decentralised governance powered by the blockchain.

Blockchain : Digital Democracy : Referendum

Viewpoints

Brexit: 360 Vision

The best response to the EU referendum for UK brands is to be even more internationalist.

Anti-authenticity : Internationalism : Branding

Big Ideas

Recording your Lifestage

Global – Facebook has launched a new network designed exclusively for the under-21s.

Facebook : Gen Viz : Lifestage

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