The Future Laboratory

27/04/2026

What three things should brands look for to resonate with Gen Z in the UK?

Deputy foresight editor, Alice Crossley answered with insights on:

: The desire for online connection vs real-life experiences

: Gen Z parenting styles

: Cocktail culture and tasting menus

Find more exclusive insights from our Gen Z : Global Youth Atlas report via the link in our bio 🔗

20/04/2026

What are people drinking at home in 2027?

Seyi Oduwole explores how rituals, no/low occasions and new indulgence moments are reshaping drinks culture.

From morning routines to evening wind-downs, discover the behaviours brands need to understand now.

Our research is trusted by leading drinks and spirits brands, including Bacardi, Diageo, and The Coca-Cola Company, to help define winning strategies for the year ahead.

Watch now and explore the full Drinks Futures 2026-2027 report via link in bio🔗

09/04/2026

What do the experts have to say about Gen Z in Canada?

👀 Keep watching to learn about consumer mindsets on money, community and sustainability.

creative strategist at Sparks, explored some interesting consumer behaviours that brands should be watching if they want to tap into younger audiences in Canada at our latest breakfast briefing. She draws on research from our latest Gen Z : Global Youth Atlas report.

One of the perks of becoming a partner of The Future Laboratory is access to exclusive events, where you gain insights from some of the greatest minds shaping the way forward.

08/04/2026

What if the bar is no longer the core drinking destination?

the brains behind our latest Drinks Futures 2026-2027 macrotrend report : Liquid Intentions, maps out a full day in your future consumers’ shoes, exploring both non-alcoholic and alcoholic opportunities out of home

Our research is utilised by some of the world’s leading drinks brands, from Bacardi to Diageo, to outline a winning strategy for the year ahead.

Discover the full report on our shop via the link in our bio.

30/01/2026

🚨 Our latest Gen Z report is LIVE!

Look at Gen Z across five continents and you'll see innovation speaks all languages.

In this exclusive report, we travel from Brazil to South Korea, and Kenya to India, to analyse what local think, need and dream of – and what your business can learn from them.

Explore foresight reports within this macrotrend on Gen Z’s approach to money, their evolving value systems and their augmented future identities.

Members of our intelligence platform can read the full report as part of their membership.

Not a member? The report is available to purchase from our shop: https://hubs.la/Q040_v_90

We will be answering some of the remaining questions from our webinar over on ‘The Community’ our digital community network. Join the conversation here: https://hubs.la/Q040_xs60

Explore the Global Youth Atlas report, uncovering insights on Gen Z across continents to inform your business strategy and embrace emerging cultural trends.

02/12/2025

🚨 Two days to go! Our most anticipated report of the year is almost here.

Join us on Thursday as we unpack the 50 game-changing trends reshaping 2026 and beyond through our annual Future Forecast 2026 webinar taking place online from 2:30pm to 3:00pm GMT.

We will dive into transdermal wellness to shoppable storefronts and much more, offering brands invaluable insights into tomorrow’s market transformations across a range of sectors.

There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

📆 4 December 2025
🕐 2:30pm– 3:00pm GMT

Register to attend our free webinar and get first access to an introduction to our Future Forecast 2026 research: https://hubs.la/Q03Wp_Vr0

26/11/2025

Discover the from our latest Beauty, Health, and Wellness report. 💄

The Great Beauty Blur — The Future Laboratory’s new futures report — dives into the hard truths behind the data.

How is the digital age is reshaping the social, technological, and cultural forces that define and influence how we experience beauty?

The report explores how a new wave of beauty ideals is emerging. Anti-fluency aesthetics disrupt monotony, interpretive approaches invite personal expression, and heritage-led narratives and diasporic remixes reclaim authenticity. Hybrid, stackable styles blend tradition with digital life, creating a contemporary beauty that prioritises emotion, context, and diversity.

The report is available for members of LS:N Global as part of their membership, or you can purchase it from our shop: https://hubs.la/Q03VX0Wb0

Not a member? Book a demo to unlock full access: https://hubs.la/Q03VW_RF0

06/11/2025

🚨Our most anticipated report of the year is almost here.

Join us on 4 December as we unpack the 50 game-changing trends reshaping 2026 and beyond through our annual Future Forecast 2026 webinar taking place online from 2:30pm to 3:00pm GMT.

We will dive into transdermal wellness to shoppable storefronts and much more, offering brands invaluable insights into tomorrow’s market transformations across a range of sectors.

There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

📆 4 December 2025
🕐 2:30pm – 3:00pm GMT

Register to attend our free webinar and get first access to an introduction to our Future Forecast 2026 research: https://hubs.la/Q03R__XJ0

07/10/2025

The rise of cheeky marketers is upon us and it has truly never felt so good to be bad!

Our deputy foresight editor, Dan Hastings, opens the book on why mischief will define the next era of advertising, in his latest article showcase on The Drum.

'In the post-Covid advertising landscape, nostalgia and dark humor emerged as tools of comfort and irony. Now, brands are embracing a more mischievous tone, aiming to titillate consumers and encourage them to explore their defiant side...'

Explore everything from humour in food marketing to rule-breaking campaigns and super sexy marketing.

Read the article at: https://hubs.la/Q03MvB1L0

30/09/2025

Tomorrow, our Insights and Engagement Director, Olivia Houghton, will be speaking at LUXEPACK Monaco – the leading trade show for creative packaging.

Olivia will unpack our latest sustainability series, Rebranding Sustainability by LS:N Global in partnership with Arbor Communications - exploring the future role of ‘sustainability’ within your brand or business.

With four out of six additions of the series live on LS:N Global for our members to access on the platform, Olivia will be presenting the next two unreleased articles in the series.

Want a taste of the insights? Members of LS:N Global can find the Rebranding Sustainability series here: https://hubs.la/Q03LsLtS0