Create Tomorrow, The WGSN Podcast
Om Create Tomorrow, The WGSN Podcast
In this podcast we discuss the changing world and how industries will need to adapt. Each episode focuses on a single market, topic or trend as we unpack what businesses and individuals need to do to navigate the fast-changing world around us.
Our expert trend forecasting combined with data science help you understand consumer behaviour and lifestyles, create products with confidence and trade at the right time.
WGSN is an Ascential company.
We’re constantly scouring the globe for the latest trends, and in this episode of Create Tomorrow we report back from Maison & Objet, the biannual interiors trade fair in Paris. One of the most important global events for the interior design industry. Director of WGSN Interiors Gemma Riberti shares her fair highlights, from the colours she’s tracked to the unstoppable rise of the outdoor market. Plus exciting new sustainability materials, including a patent-pending innovation that transforms rice husks into precious objects of beauty. We find out why tactile neutrals, rustic ceramics, soft leather detailing and a focus on wood will dominate, and Gemma picks her favourite take-home piece from the fair.
Why is 2024 set for a warm glow? Tune in to hear how WGSN – in collaboration with sibling business Coloro – forecasts the colour of the year 18 months in advance and why this year’s shade is such a warming, gentle and versatile hue. Exploring the inclusive, nourishing power of Apricot Crush with WGSN’s editorial director Bethan Ryder is Petra Lundgren, longtime colour trend forecaster for global fashion brand H&M, together with Urangoo Samba, head of colour at WGSN. So why are we crushing on an apricot shade, and how does it relate to digital lavender, which proved such a hit last year (Episode 69)? Petra talks about wellness and digital influences on colour selections, the emotive quality of colour and how WGSN helps her set a more sustainable colour agenda at H&M. While Urangoo explains the role AI plays in WGSN’s tracking of colours on the fashion catwalks globally and what the key drivers are that influence consumers’ colour choices. Plus, why the similarity between WGSN’s Apricot Crush and Pantone’s Peachy Fuzz is a positive sign of creative consensus in a polarised world.
Very much near-forecasting, in this episode we preview the year ahead, considering how the key events from politics, sports and entertainment will impact consumers and brands. WGSN’s editorial director Bethan Ryder speaks to Joe McDonnell, director of Insight, as he discusses 2024’s major events in relation to consumer behaviour. Discover how elections affect consumer confidence. Why it's a year of sport and how that will continue to fuel the outdoor boom. Plus, why consumers in a cost-of-living crisis will still invest in fun. We’ll also review the major film releases planned for 2024. So with that in mind sit back, grab your popcorn, and enjoy.
In this episode, editorial director Bethan Ryder is joined by colleagues Raeesa Brey, Cassandra Gagnon, and Natacia Lim to reveal three of WGSN’s cities to watch in 2024. From coastal concrete jungles to hyper-connected tech hubs preserving traditional cultures, here’s our pick of the cities now rising to meet the changing demands of urban living. We forecast our clients' buzziest destinations for creativity and innovation in 2024, but also reflect on how the newness and excitement impact natives of the different cities.
Will the robots take over? How will brands tackle sustainability? And what will become our favourite tipple in 2024? Tune in to get the answers as we discover just some of the trends WGSN is forecasting for the coming year. Join Carla Buzasi, CEO of WGSN and the host of this end-of-the-year episode with her fellow WGSN guests Andrea Bell, VP of Consumer Insights, and Lisa White, Director of Strategic Forecasting and Creative Direction. And if you’re listening to this from the comfort of a heated blanket on your chair... find out how we called it in 2022. Happy 2024 to you all!
Are you swapping your panettone for Christmas pudding? Toasting Lunar New Year with a Teatail? Or livening up your Hanukkah sufganiyot with Mexican guava flavours? If not, this episode might encourage you to dip into these new trends. As the year draws to a close, we tickle your tastebuds and take a look at how annual festive food and drink traditions are changing with new twists and emerging trends. Our Editorial Director at WGSN Bethan Ryder, aka Head Chef, leads this chat, with sous chefs Director of Food & Drink Jen Creevy and Strategist Millie Diamond adding insight and anecdotes to this festive platter. We reveal the exciting things happening in seasonal flavours and talk about what will be on our tables while feasting with family and friends. Whether you’re indulging in Christmas, Thanksgiving, Hanukkah or Lunar New Year, there’s something here for everyone. Not to mention a few tips on how to set a beautiful festive table overflowing with maximalist shareables. Appetite whet? Press play for all things taste and flavour.
Join us for a rifle through the underwear drawer of fashion, as we examine this often contentious category, which historically has been very polarised. Intimates and Lingeries is often a category split between the fun - read sexy - and the functional and never the twain shall meet. But the smalls category has come on in leaps and bounds and in this episode we chart the shift towards inclusiveness, review the latest trends and look ahead to the future. Exploring the finer details of the intimates and lingerie market is our special guest host Francesca Muston, VP of WGSN Fashion with colleagues Lorna Hall, Director of Fashion and Sofia Martellini, Senior Strategist Fashion. We broach topics like leak-proof wear, reflect on seminal cultural underwear moments and how the pandemic redefined comfort for bras and consider the progress yet to be made on inclusivity in the male underwear category. Plus, expect to hear about how internet-breaking Kim Kardashian (Skims) and Rihanna (Savage x Fenty) have been pivotal in recent shifts in this category. So pull on your big girl pants and tune in…
Plump, swivel seats that offer massage functionality and bed-down flat, wraparound screens, lighting that boosts circadian rhythms and reduces stress and scentscaping possibilities… Lounge or spa? Neither actually. This could be the car interior of the future if CASE innovations (tune in to discover what that is) continue to evolve, helping to push boundaries in car manufacturing and design. In this episode of Create Tomorrow, we explore the future of electric vehicles from a tech and design perspective. More specifically, how automated driving will impact the car interior – with EVs likely to evolve into a ‘lounge on wheels’. WGSN Editorial Director Bethan Ryder leads this conversation with Carol Aquino, Head of Consumer Tech, and Angela Ringo, Senior Trend Forecaster and Editor on the Interiors team. Bethan finds out how automakers are embracing innovative ideas that bring supreme comfort and relaxation to the car interior, integrating wellness, while also including state-of-the-art screen technology. Are you sitting comfortably, because the EV design journey has only just begun...
How do brands speak to us as we age? Does the language used encourage us to buy from them or steer clear? Food for thought on this conversation around age beauty and brands. Director of Editorial at WGSN Bethan Ryder speaks about the age-agnostic shift we are seeing in beauty products. Age-agnostic is essentially a move away from skin resilience claims – serving the need, not the number – and a shift from ‘age appropriate’ makeup. To help flesh out this idea, Bethan speaks to Cassandra Napoli, Senior Strategist on Insight, and Pia Fisher, Beauty Strategist. Cassandra and Pia give insight and examples of the ways brands are pivoting on the language used in relation to beauty products for older consumers. Bethan dispels the claim that youth is the pinnacle of beauty, citing pop culture references of where ageing is celebrated, in the form of Madonna and Pamela Anderson. The team explore the idea of ageing well and embracing your age amid the backdrop of an AI renaissance. Examples of the latter include Hollywood actors being de-aged, and influencers ‘hacking’ their biological age by using social media filters. Cassandra shares tips on the language brands should be adopting, the importance of online communities and the power of visibility – how seeing ourselves in campaigns makes us more inclined to engage with brands.
In this episode, WGSN Interiors strategists discuss the key trends in Holiday decor, from tablescaping to gift wrapping. Host Bethan Ryder, Editorial Director at WGSN, speaks to Bonnie Pierre-Davis and Cassandra Gagnon about how consumers are approaching gifting for the Holiday season, interior trend aesthetics and ways we can gift wrap with a focus on sustainability. We find out what trends and drivers are emerging in seasonal decor from the WGSN Interiors team’s visit to the International Trade Fair for Seasonal and Festive Decorations, Christmasworld and Atlanta market. We also find out why there is a shift away from traditional gifting to a rise in the conscious crafting movement, where people are making and designing their own as gifts. It wouldn’t be a WGSN podcast without projections for next year, so Bonnie and Cassandra also share what they see carrying through to 2024.
In this episode, WGSN Creative Director Lisa White and acclaimed climate fiction writer Kim Stanley Robinson discuss biodiversity, sustainability incentives and regulations, and whether AI is impacting human creativity. Kim Stanley Robinson has been writing for over 40 years and has published more than 20 books, focusing on near and far futures. He talked with Lisa as part of WGSN’s recent Trends Days – a biannual brainstorming event exploring future forecasts – where they discussed the future of the biosphere, nature and human nature, plus how speculative fiction can and should play a role in the worlds of business and industry. Stan’s work incorporates so much of what we value at WGSN, in particular our STEPIC methodology, which focuses on insights into Society, Technology, the Environment, Politics, Industry and Creativity. Through his rigorous research and storytelling skills, he gives readers a seat in the future to better understand how our actions today can and will impact the outcomes of tomorrow.
Exploring Inclusive Design with Lekker Architects at Singapore Design WeekFrom ceramics that conduct electricity to visions of the inclusive urban environments of tomorrow, in this episode, we preview Singapore Design Week (SDW) which runs until October 1. Dawn Lim, executive director of DesignSingapore Council, talks about this festival of creativity which focuses on the future of sustainability, tech and care for our society – topics we are constantly dissecting at WGSN. We also catch up with the duo behind Lekker Architects, Ong Ker-Shing and Dr Joshua Comaroff, who are curating a project for SDW called FI&LD, which is inspired by a sports field and promotes the concept of inclusivity through play. The duo are pioneers in the field of inclusive design, and won Singapore’s annual President’s Design Award this year for their IKEA-inspired book, Hack Care: Tips and Tricks for a Dementia-Friendly Home.
In our final episode of mini-episodes reporting from the London Design Festival, an annual event that takes over the UK capital every September, we visit Material Matters on London’s Southbank. Now in its second year, the fair has sprung from a podcast of the same name and occupies the atmospheric Bargehouse at the Oxo Tower. On until September 23, across five floors, it houses over 40 brands, designers, makers, manufacturers and organisations who all celebrate the importance of materials in bringing us closer to a circular economy. We speak to the journalist and podcaster behind the fair, Grant Gibson, and also hear about new material innovations and techniques from the likes of leading UK design duo Pearson Lloyd, East London-based contemporary crafter Gareth Neal and Danish textile artist Tanja Kirst. In our next episode, we jump from the London Design Festival to Singapore Design Week.
In episode two of our series of mini-episodes reporting from the London Design Festival, an annual event that takes over the UK capital every September, we visit some of the exhibitions on show in the west side of town at Brompton Design District. Curator of the area, design writer and consultant Jane Withers, explains the theme, Conviviality – The Art of Living Together, and shares some of her highlights. We catch up with East London-based designer and woodworker Rio Kobayashi (6:41mins) and hear about his colourful debut solo show, Manus Manum Lavat, which includes furniture pieces reinvented and reborn through colour, artisanship and marquetry. Also in this episode, hear from design duo Peter Pilotto and Christopher de Vos Caballero (16:30mins) , who return to Cromwell Place for the first time since 2017 and have shifted their focus from fashion to home. Phase 2 consists of rugs created in Nepal, lacquered tables made in the UK, upholstery exhibited on vintage sofas, embroidered velvets, and also a range of gender-inclusive clothing. We hear about their inspirations for the collection, from malachite to design longevity. In our next episode, we head to Material Matters on London’s Southbank – keep your eyes peeled for the next drop.
As the London Design Festival kicks off, we take Create Tomorrow on the road for a series of mini-episodes reporting on the various events, installations and exhibitions that pop up across the UK capital every September. Tune in to hear our host Bethan Ryder, Editorial Director at WGSN, catch up with some of the curators, designers and studios contributing to this colourful and inspiring event. The series kicks off with a visit to Spirit of Place at Strand Aldwych as we speak with contemporary designer Simone Brewster about her vivid cork sculptures decorating this newly pedestrianised space. Next, we hop over to Shoreditch to look around Mycelium Unearthed, a compact exhibition of organic designs staged by Osmose Studio, a UK-based regenerative and planet-centric design firm specialising in biodesign and mycelium materials. Aurélie Fontan, CEO & Creative Director of Osmose Studio, takes us on a tour of the various exhibits. In our next episode, we head west to the Brompton Design District – keep your eyes peeled for the next drop.
Does AI pose an existential threat to designers? In this episode of Create Tomorrow, Director of WGSN Consumer Tech Lisa Yong discusses how AI is impacting the creative design process, and what it might mean for the future of creativity. Joining Lisa are Reiko Morrison, WGSN’s Head of CMF, and Matt Zara, WGSN Consumer Tech Strategist. The team cover the many facets of generative AI, from ignorance surrounding the technology and how many aspects of our lives it already permeates, to the rise of deep fakes and wider ethical and sustainability concerns. More positively, they forecast how AI might function as a superpower for designers, taking care of the mundane tasks and freeing them to focus on the more creative aspects of their roles. Plus, they discuss what AI means for brands and how they can be more responsible with their use of AI, as well as the potential risks involved.
How can microorganisms such as algae, fungi and slime mould be used to create a better future? In this episode of Create Tomorrow WGSN Editorial Director Bethan Ryder examines the future of biodesign. Her guests are Marco Poletto and Claudia Pasquero, architects, academics and co-founders of ecoLogicStudio, who talk about how we might create a better future by learning from non-human species and microorganisms.Marco and Claudia are co-authors of Deep Green: Biodesign in the Age of Artificial Intelligence, which investigates the potential of nature-based technology for shaping the evolution of contemporary architecture and design. Partners in both work and life, Marco and Claudia met at the Polytechnic University of Turin in Italy while studying engineering, before attending London’s Architectural Association. They founded their studio in 2005, and have since built a unique portfolio of work that explores how we can create a better future by learning from non-human species and microorganisms – algae, slime mould, fungi – from a domestic to an urban scale.Marco and Claudia discuss BioBombola, a domestic algae garden; their innovative AirBubble playground focusing on cleaner air for kids; PhotoSynthetica, a building cladding system that uses the power of algae to convert CO2 city pollutants into biomass; and how biodesign can work with artificial intelligence to influence the future.
Is the low or no alcohol movement a passing fad or a new lifestyle choice that’s here to stay? WGSN discussed a more mindful approach to drinking alcohol back in November 2022. In this episode, we delve further into the low and no alcohol drinking movement, discover why it’s popular with Gen Z and discuss its global expansion. Plus we offer a taster of the interesting and diverse ingredients being used to enhance the flavours. Joining WGSN Editorial Director Bethan Ryder to talk low and no alcohol is Jen Creevy, Director of Food & Drink, alongside strategists from her team, Rachel Tan and Millie Diamond. Tune in to find out about this growing billion-dollar drinks sector and how the sober-curious movement taps into the increasing importance of wellness, inclusivity and personal choice. Find out why low and no alcohol is expanding its influence beyond evenings to breakfast and brunch with drinks featuring flavour notes of marmalade and toast – and even into social sports with new brands like Racquet Rosé. It’s time to raise a toast to low and no alcohol, swap ‘damp’ for ‘dry’ and get your name down for the ‘sober party’.
At WGSN, our mission is to stay ahead of the curve for our clients. In this episode of Create Tomorrow, we explore the coastal cities making strides in retail, hospitality and culture. Our City by City team share insights on must-visit destinations in Asia, South America and Europe for fresh and inspirational experiences – all featured in our latest Coastal Guide. Globetrotting across continents, we pinpoint the most exciting spaces, places, designers and brands that offer escape and inspiration in equal measure. Our on-the-ground experts share the most noteworthy markets, must-try drinks and emerging brands from the Coastal Guide. And if you're tempted by the digital nomad lifestyle, we share the best locations to call home... join us on our coastal trip.
Could wood be the key to building more sustainable cities? In this episode of Create Tomorrow, architect Andrew Waugh and WGSN’s Editorial Director Bethan Ryder explore the power of engineered timber and how it might help us to build a better future for people and the planet. Andrew Waugh is co-founder with Anthony Thistleton of British architecture practice Waugh Thistleton, which has completed a total of 30 projects built with cross-laminated timber (CLT) in the UK and France. CLT is a super-strong construction material made from layers of kiln-dried dimensional lumber, which are oriented at right angles to one another and then glued to form structural panels. The conversation looks at how low-carbon cities could be built from CLT; the financial and wellness benefits of timber buildings and biophilia as opposed to concrete ‘cast caves’; the need for more diversity in architecture; and how AI will impact the industry. Plus, we hear the story of Waugh Thistleton’s first timber build in south London back in 2003. Andrew and Bethan wrap up by talking about the need for more diversity within the architecture profession and a winning suggestion for the UK’s Houses of Parliament.