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.

Will Threads' fame be short-lived or will this be the next big conversational social platform? WGSN’s experts share their first thoughts and predictions, including how the app will impact consumer behaviour, what improvements we’re expecting from Meta and how brands should approach the new platform.

Helen Edwards, adjunct associate professor of marketing at London Business School, shares how to detect early-stage trends from the fringes and track them to the masses.

Gen Z is known for being extremely social media-savvy. WGSN explores how to capture and retain the interest of this cohort that’s determined to redefine wellness and self-care.

In 2021 we forecasted Embracing Frugality, where consumers began to adopt a positive mindset around affordability and value, as one of our Big Ideas for 2023. In 2022, as the cost-of-living crisis continues to unfold globally, this sentiment is already more relevant than ever.

WGSN Fashion shares two key trends and insights from Brand Licensing Europe 2022.

WGSN’s STEPIC methodology for trend forecasting includes looking at culture and creativity. So this week we explore Black culture, experience and identity.

After a two-year pandemic-induced hiatus, the Cannes Lions International Festival of Creativity returned with an in-person event (as well as on-demand access) in time to celebrate its 69th year. The WGSN Insight team was on the ground to capture the key themes of the festival and to host four sessions and two panel events.

 In this blog, we explore some of the key trends and macro drivers impacting Gen Z.