Something new for WGSN

I, like nearly everyone else I know, binge-watched Tiger King on Netflix during early lockdown, but have since swapped to something far more satisfying and, dare I say it, slightly more highbrow: the late Anthony Bourdain’s Parts Unknown.

From the confines of our home, we have been transported to every continent of the globe and educated about culture, religion, politics and history, alongside a healthy side helping of food.

It has been a timely reminder that at a time when fractures are appearing across the world, food can be something that brings people together and bridges divides.

For over 20 years, WGSN has been forecasting consumer trends, first as those pertained to fashion, then interiors and beauty, and as part of our lifestyle focus, food and drink.

But in recent years, as our tastes have evolved and become more sophisticated and more adventurous, there has been a clamouring for a more focused look at this richly fascinating area, which is why a few weeks back we launched WGSN Food & Drink.

“Food can be something that brings people together and bridges divides.”

It is an interesting time to be focusing on food. Lockdown has seen people experimenting like never before with recipes in their homes, baking, bread-making and picnic-creating, but concurrently big-name restaurants that have survived recessions and wars are closing their doors forever, casualties of Covid-19 and the new social distancing rules, or simply unable to continue trading after months without customers.

Whether food is something you enjoy best at home or in restaurants, or create as part of your day job, what’s undeniable is its power to transport us to different places, or conjure up new, better emotions.

Before I leave you, many of you will know our Insight Director, Andrea Bell, and this week she’ll be taking part in Lions Live – a free access-all digital event that replaces the annual Cannes Lions Festival. If you’d like to log on and listen to her deliver our annual Future Consumer Forecast on June 23 you can register here and it is available on demand after that date.

Managing Director, WGSN

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