WGSN

WGSN The global authority in trend forecasting. WGSN is the world's leading consumer trend forecaster. Together, we create tomorrow.

Our accurate forecasts provide global trend insights, expertly curated data and industry expertise to help you understand consumer behaviour and lifestyles, create products with confidence and trade at the right time.

14/05/2026

AI fragrance is here — and it smells like…🥁

At the forefront of beauty innovation, we’ve partnered with Osmo to transform our 2026 macro trend, Unserious Everything, into a bespoke scent powered by olfactory AI technology.

In a world of polycrisis and pressure, this trend embraces irreverence, play and joyful micro-moments, translated here into something you can actually smell. Think cotton-candy clouds, sticky syrup and sunscreen on warm skin. A pink-blue haze of fluff, musk and melted sugar, layered with mashed berry, maple and a resinous, toy-like base.

Sweet, unexpected and nostalgic; this is what joy smells like in 2026.

Click the link in bio to read our blog, which unpacks the process from start to finish.

08/05/2026

Gen Z adapts tradition instead of abandoning it. They aren’t choosing between faith and modernity; they’re blending both. Brands that see culture as either modern or traditional are missing the middle.

Read our blog to dive deeper into this cultural shift. Link in bio.

07/05/2026

Last week, we hosted a Trendtalk in partnership with the , bringing together industry professionals for an exclusive presentation on how GLP-1s are shaping the beauty space.

After the presentation, we asked beauty leaders about the future of the sector. Listen to discover what may be next for beauty 👀

07/05/2026

The future of retail won’t wait, and neither should your strategy.

Join us as we unpack what leading brands need to rethink now, from AI and personalisation to community-led loyalty.

Catch it live before the full episode drops. Link in bio.

The looks are in, delivering a vibrant display of colour. Some guests honoured the Fashion is Art dress code by embrac...
05/05/2026

The looks are in, delivering a vibrant display of colour. 

Some guests honoured the Fashion is Art dress code by embracing the foundation of art and colour theory: primary colours. 

Co-chair Nicole Kidman opted for a bold, monochromatic look, wearing a deep shade of crimson red while SZA shone in a radiant yellow. In a similar approach, Hailey Bieber and Russell Westbrook made a statement in Luminous Blue, WGSN and Coloro’s Colour of the Year 2027 (Coloro Code: 125-28-38), signalling its continued momentum across the fashion industry.

A select few, including Colman Domingo and Emma Chamberlain, combined all three primary hues, transforming their looks into art-inspired canvases.

Powered by Coloro’s Creative Intelligence tool. Book a demo via the link in bio.

01/05/2026

At , we saw our trend predictions come to life through product design, including the more-than-human futures trend. Lisa White, Foresight Director at WGSN walks us through the latest innovations she spotted.

29/04/2026

Missed our Singapore TrendTalk on next-gen F&B consumers?

Two weeks ago, we co-hosted our first TrendTalk with IWSR, bringing together the industry’s leading voices. If you weren’t there, here’s what you missed:

• A deep dive into the minds of tomorrow’s Food & Drink consumers

• A panel discussion between Jien Goh, Associate Director, Mindset, WGSN; Sarah Campbell, Head of Research, Asia Pacific, IWSR; Andre van Bragt, Associate Director, Strategic Planning & Business Development, Pernod Ricard; and Gong Hua, Founder and Conceptual Food Artist, Who Eats Art, revealing how to create “experiential” moments that will linger in hearts and minds long after people leave the table
Want to be a part of our next event?

📩 Contact our team to get involved.

If your customers are only eyeing your discounts, they’re not loyal. They’re just waiting for a better deal.Hear Carla B...
27/04/2026

If your customers are only eyeing your discounts, they’re not loyal. They’re just waiting for a better deal.

Hear Carla Buzasi and Laura Saunter unpack what it takes to build loyalty beyond the transaction in an exclusive preview of our upcoming Retail Forecast conversation.

→ Register now. Link in bio.

25/04/2026

We round up the next big trends in kitchen design. Straight from Milan, hear from Cassandra Gagnon, Interiors Strategist at WGSN.

24/04/2026

From automotive to CMF design, here’s our round-up of the top tech innovations we spotted at Milan Design Week, delivered by Reiko Morrison, Head of CMF at WGSN.

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