Lives of Tomorrow

In this episode we explore how systems found in nature can futureproof our lives. WGSN Consumer Tech Editor Matt Zara argues that many solutions to modern problems already exist in plants, animals and other living organisms. Matt recently published a forecast, Intelligence: Biomimicry, which looked at the evolution of designs and production methods that are modelled on biological entities and processes, with a particular focus on tech innovation.Discover why biomimicry is important now, what it will do to benefit us all in the future, and how companies can use it to make their operations more efficient. Plus we look at some novel and surprising applications, including the links between eels and eclectic cars; bird migration patterns and hurricane predictions; and how insects have inspired robots and facial recognition.

Martina Rocca, Cultural Strategist and Foresight Lead at WGSN, talks polycrisis, shifting consumer brand relationships and what tomorrow looks like.In this episode, WGSN CEO Carla Buzasi and Martina unpack what a polycrisis is, how it’s impacting our lives and what the future holds for consumer brand relationships. Martina’s forecasts on this topic highlight a shift in what consumers demand from brands. In this discussion, she breaks down how brands can engage and sustain consumers who increasingly want more than just products and services.Expect to hear details about how brands can evolve with consumers and the specific behaviours that will make them change how they operate. Martina also goes through examples of brand campaigns she feels have effectively pivoted and committed to new consumer needs.

This podcast explores the impact of social media on the music industry, including the rise of TikTok and its role in promoting viral earworms. The speakers discuss the potential of AI in creating music, the quick recovery of concerts after the pandemic, and the unique way music engages us. They also provide advice for aspiring musicians and recommend TV shows to watch.

In this episode of Lives of Tomorrow, sex and relationship therapist Jordan Dixon joins WGSN CEO Carla Buzasi to talk about AI sex hotels, sexual optimisation and whether there’s a future for marriage.Jordan is a psychosexual and relationship psychotherapist who runs a busy private practice in London, and is also an associate at The Thought House Partnership. She sees eroticism as an essential dimension of being human, and says there are no limits to achieving optimal sexuality. She talks to Carla about how she sees relationships evolving in the future, and describes a recent visit to a new AI sex hotel in Berlin which opened her eyes to what the future might bring. Carla and Jordan also discuss how to know when therapy ends (or if it ever does); how watching porn could impact our sex lives; and what relationships will look like in the future.

The climate crisis is an existential threat unlike any we have ever faced, but can its consequences also be its solutions? In this episode of Lives of Tomorrow, award-winning science and environment writer Gaia Vince joins WGSN CEO Carla Buzasi to talk about climate change, and climate solutions.Gaia left a career in journalism to undertake a first-hand investigation of climate change, and in particular its impact on poor and indigenous communities around the world. Her experience has informed a series of books, her latest being Nomad Century: How to Survive the Climate Upheaval, which explores how we can plan for and manage climate migration, and how we can restore the planet to a habitable state. The Financial Times called it “a future atlas of human geography, showing where will be habitable and for how many”.Carla and Gaia discuss how climate-related migration could help solve some of its impacts, and the concept of ‘just transition’ – moving to a more sustainable economy in a way that is fair for everyone. Gaia also shares her predictions for the future, and explains why it’s critical to act now and have a vision for our future cities, so that infrastructure is in place for our fast-evolving world.

Why is a sexual revolution happening in Asia-Pacific, and how is it impacting global sexual awareness? In this episode of Lives of Tomorrow, WGSN CEO Carla Buzasi is joined by Debbie Yong, WGSN’s Senior Strategist for Insight in APAC, to find out why. Beyond sexual awareness, Carla and Debbie talk about shifting attitudes towards marriage in the region, and the rapidly growing adult toy market.Debbie is based in Singapore, and before moving into trend forecasting at WGSN, she worked as a journalist for most of her career, covering retail and consumer news, and spending time in Hong Kong, where she wrote about China and the region for global publications such as BBC Monitoring. One of her most recent forecasts at WGSN looks at the landscape of sexual awareness in APAC, and its global impact.Key takeaways from the forecast include data on the billion dollar adult toy industry in China, an increased desire to explore sexuality in APAC, and why ageing populations and decreasing fertility rates are making authorities in the region rethink their approach to sex.Debbie talks Carla through why there is an increased appetite to explore sexual desire in APAC, and why more people are seeking alternatives to marriage. Plus they explore what this increased consumer base means for brands in the space, and how they can engage and sustain relationships with consumers.Learn more about WGSN forecasts here.

Research by media company The News Movement finds 75% of new information consumed by 18-25 year olds globally is on social media. So, most things this cohort will hear about for the first time in their lives will be on a social platform. Does this idea shock you, or is this the new norm for the long run?In this episode of Lives of Tomorrow, WGSN CEO Carla Buzasi speaks to British journalist Kamal Ahmed about the future of news.Kamal is the Editor In Chief and Co Founder of The News Movement and with a career spanning three decades, in both print and broadcast journalism, he’s seen the media landscape evolve. As usual on Lives of Tomorrow, we look forward to discussing forecasts and innovations that impact how we’ll live in the future.In this episode, Kamal and Carla debate the future of news, what younger audiences want, ways to engage them and how storytelling is changing. Kamal opesn up about his career pivot leaving behind the BBC, where he was Editorial Director of News, to help create a new media company with the mission of engaging and catering to younger audiences. Carla was founding Editor-in-Chief of The Huffington Post UK and like Kamal has a wealth of experience as a journalist. In this conversation we hear about Carla’s journey in journalism and chart how the media landscape has changed over time.Together, Kamal and Carla share insights into ways to engage a younger audience, where to reach them and crucially how to maintain that engagement. A timely conversation, with the Ofcom News Consumption Survey data reflected in this episode. A key finding from the survey highlighted 12-15 year olds in the UK get their news from Tik-Tok. Kamal talks about the audience being front and centre in the thought process when sharing content across multiple platforms, and the science behind this.As well as insights and expertise, we hear about Kamal, what makes him tick, his go to takeaway and why he doesn’t binge but consumes TV series that only begin with ‘B’.

As Gen Z is maturing, fast approaching a pivotal time in their lives, starting their careers and occupying key positions in society. Their impact on the future of our communities remains a significant question. How will this generation shape society in the years ahead? Additionally, it's essential to explore the thoughts of Gen Z concerning the future—are they more inclined towards anxiety or hopefulness?In this episode of Lives of Tomorrow, Carla Buzasi, CEO of WGSN, speaks with Ziad Ahmed, a prominent 24-year-old figure from Gen Z. Gen Z are those individuals between the ages of 18 and 26 today. Ziad is an American-Muslim-Bangladeshi entrepreneur with a Yale degree in Political Science. He runs a marketing company that specializes in helping brands and manufacturers comprehend the mindset and behaviours of Gen Z.In this episode Carla gets Ziad’s insights into the ways companies can engage, sustain and grow with a Gen Z audience. Drawing on his experience of consulting brands on how best to communicate with this cohort, Ziad explains the most effective ways of attracting a Gen-Z audience.

In this week’s episode, Cassandra Napoli, Senior Strategist on our Insight team, joins WGSN CEO Carla Busazi to discuss what is real and what is fake online, and how AI is impacting this.In an age where more and more information is AI-created, how do we gauge its authenticity?This inspired Cassandra Napoli to write a forecast on this topic looking into fake news circulating online, and placing a spotlight on the implications of artificially manipulated content that warps reality.Cassandra explains why it’s becoming difficult for reality to surface on social media platforms as AI becomes more sophisticated. Explaining how we are in an era where misinformation, filtered feeds and deep fakes are a reality, we must navigate with caution.Carla and Cassandra also talk about how AI is impacting law and policy. In the US, there are proposals for full disclosure of AI in political adverts ahead of the elections next year. What implications will this have?You can also hear analysis on media literacy, and how equipped we are to deal with the increasing challenges of distinguishing between the false and the fake.Learn more about WGSN forecasts here.

From sustainable funerals to death literacy, the pandemic has forced us to look at how we address death as a society. In this episode of Lives of Tomorrow CEO of trend forecasting and consumer insight company WGSN Carla Buzasi and senior strategist Allyson Rees explore the key issues that will shape the ideas, rituals and economy of death in 2023 and beyond.Allyson has covered death and rituals as part of WGSN’s consumer lifestyle coverage since 2017 and has just published a forecast called ‘The Future of Death’.Two factors were key in producing this research, ageing populations and the pandemic. The latter brought the topic of death to the fore and there was an increase in discussion around death and dying on social media. Allyson and colleagues at WGSN followed this shift and were influential in the research into this forecast which spanned over an 18-month period.In this episode Carla and Allyson discuss the future of death, attitudes and discussions on this topic and any shifts noticed as well as traditions and rituals that are emerging. You can also expect to hear conversations around how we talk about death, is it still taboo or are we changing our behaviours and talking about it, planning it and being open with our loved ones. In this episode, we cover:how we address death as a societysustainable funeralsritualseconomy of death in 2023 and beyondAllyson shares the insights acquired through her research.Learn more about her work here.