Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Oduwole unpacks Black Scottish TikTok, digital detoxes, parasocial relationships and West Africa’s rising tourism scene. 

: Black Scottish TikTok has had me howling all week. It’s a perfect example of unknown identities and micro-communities that are coming to the forefront and why our work is so good at uncovering, analysing and understanding them. One user commented, ‘My husband has been speaking with a Scottish brogue all day... send help and a kilt please.’ This newfound love for Black Scottish people – of which I am one – has me got me thinking maybe it’s my time to shine. Side hustle as a Black Scottish influencer? 2026 career plans are underway.  

: I have been on a self-imposed digital detox and while it was great for the soul (yes, I actually touched grass), it also revealed just how attached I’ve become to my favourite creators. This taps in to a bigger theme: the rise of parasocial relationships in a world grappling with a togetherness deficit and an AI bestie revolution. Expect more on this in an upcoming LS:N Global report. 

: I’ve been loving our latest Detty December and Nigeria’s Rave Revolution reports. They highlight West Africa’s growing attraction as a mainstream global destination which is full of business opportunities and next-level ways to have fun.

I’ll be unpacking this further in our upcoming travel and hospitality macrotrend report Optimised Odysseys. RSVP for the webinar now.