Blog

WGSN helps the world’s biggest brands ensure they understand the wants and needs of their future consumer. With Gen Z (1997-2012) coming of drinking age, how will this ethnically diverse, wellness-minded, environmentally and socially conscious generation prioritise their spending power?

With the right strategies, migration might be the answer to climate displacement. Discover how we can build a more sustainable and equitable future through just transitions and thoughtful city planning.

How can seemingly inconspicuous microorganisms such as algae, fungi and slime mould become the catalysts for shaping a better tomorrow?

WGSN forecasts trends across five consumer groups (Boomers, Gen X, Millennials, Gen Z and Alphas), but we’re now making room for a sixth. Betas are the newest consumer group set to arrive between the mid-2020s and 2040, and despite not yet being born, we can foresee what kind of world they will inherit.

Step onto the streets of New York City and be inspired by all it has to offer just in time for fashion week.

The estrangement you are feeling when looking at some of the latest fashion trends and campaigns has been purposefully created. Why? It has come from younger consumers' interest in Surrealism, especially Gen Z, who are embracing digital content that is intentionally ridiculous or bizarre.

We examine the reasons why consumers are keen to explore their sexuality now, from the growing adult toy market to a focus on sexual health.

Is the low-and-no alcohol movement a passing fad? Or is it here to stay? WGSN’s Food & Drink team explores the opportunities in this sector, from premiumising drinks to mood-boosting ingredients.

Take a journey into retail, hospitality and culture as we unveil the coastal cities to watch for 2023.