LSN : News : Stat: Gen Alpha lead the charge in back-to-school shopping

AI billboard visualises real-time sun damage in UV awareness campaign

Burnable Billboard by British Skin Foundation, UK

UK – A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) especially affected. In London, a staggering 62% of residents report burns, highlighting a widespread underestimation of the UK sun’s strength.

To tackle this, the charity has unveiled an AI-powered Burnable Billboard at Westfield Stratford City, visualising the effects of UV rays on human skin in real time. Developed with dermatologists, the installation utilises AI to accurately burn the skin in real time, based on the live UV around the billboard.

‘Every year, the strength of the sun is underestimated here in the UK. The Burnable Billboard was created to demonstrate just how damaging and powerful UV rays can be,’ said Phil Brady, the British Skin Foundation’s chief operating officer.

From out-of-home (OOH) campaigns like the Burnable Billboard to sustainable sun creams that protect marine life, our Future Forecast 2025: Beauty report spotlighted sun protection as one of the leading areas of innovation in the beauty industry.

Strategic opportunity

Explore live data visualisation and sensory-led brand experiences that can translate awareness of health or environmental risks into proactive, everyday habits for consumers

Wimbledon elevates fan engagement with AI-powered digital experiences

Photography by Ahmed, Middle East

UK – The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match understanding.

Fans will be able to access Match Chat, an interactive AI assistant that delivers real-time insights during singles matches. Developed with IBM’s watsonx platform and trained in Wimbledon’s editorial voice, the tool reflects a shift towards more personalised and data-rich sports experiences.

Complementing this is an enhanced Likelihood to Win feature, which offers dynamic win projections by analysing live match data, expert commentary and player momentum.

Available on the Wimbledon app and website, these innovations are part of a wider strategy by the All England Club to create richer, more immersive touchpoints for global audiences – an increasingly critical priority in the evolving sports and entertainment landscape.

For more insights on what’s new and next in tech-powered fandom, explore our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

AI-powered audience tools signal a growing expectation for real-time, context-aware engagement. Explore how generative AI can personalise live experiences and deepen audience connection at scale

Stat: Gen Alpha lead the charge in back-to-school shopping

Just dance: Back to School '24 by Gap Kids, US

Global – Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome. In the UK, 84% of parents say purchases are co-decided or led by their kids and teens – a figure mirrored by 81% of US parents.

Based on insights from more than 2,000 families across the US, the UK, France and Germany, the research reveals a retail shift: Gen Alpha and Gen Z are shaping everything from brand discovery to what ends up in the shopping basket. This includes lunch box content, cosmetics, clothes, school supplies and backpacks.

The 2025 season is starting earlier too, with more than 85% of UK and German parents shopping at the start of or during the summer holidays. Spending is up and more targeted across the board, with German families almost doubling their budgets year on year. Young consumers are increasingly driving the why, when and where of family shopping decisions.

As explored in our Alphas Now and Next: From the Sandbox to Roblox macrotrend report, brands must show up early, align with youth interests and build trust across digital, in-store and social touchpoints to avoid missing out entirely.

Strategic opportunity

Treat Gen Alpha not as end consumers but as co-creators. Start involving them in product design, packaging and campaign testing via digital platforms, games like Roblox or dedicated kid/teen councils