Lives of Tomorrow

Our special Lives of Tomorrow series continues with the third of four episodes about the four cohorts of our Future Consumer 2028 forecast. In this episode, WGSN CEO Carla Buzasi and VP of Insight Clare Varga present The Ascendants persona, the joyful, progress-driven consumers shaping future markets.
Discover how emotional connection, playful innovation and resilience are key to engaging this diverse and influential group.

Our special Lives of Tomorrow series continues with the second of four episodes about the four cohorts within our Future Consumer 2028 forecast. In this episode, WGSN CEO Carla Buzasi and Senior Consumer Strategist Allyson Rees present The Keeper persona. 
Allyson reveals how they value verified trustworthiness, pay more for durability/sustainability, and demand proof, privacy and ethics. Discover how to speak to this cohort by making trust core to your brand, designing for life transitions, positioning permanence and repairability as premium and building for long-term stewardship.

Our special Lives of Tomorrow series kicks off with the first of four episodes about the four cohorts within our Future Consumer 2028 forecast. In this episode, WGSN CEO Carla Buzasi and Interiors Content Director Gemma Riberti introduce the Restorer persona. This rapidly expanding consumer group is defined by their commitment to intentional living, prioritising nourishment and overall wellbeing.
Gemma explores key consumer trends like the rise of quietude and simplicity, underscoring the Restorer’s values. Learn about the crucial role of narrative and sustainability in appealing to this cohort. Brands will gain actionable insights on how to innovate and align their strategies with the Restorer’s values, ultimately shaping the future of consumer trends.

In this special one-off episode, WGSN CEO Carla Buzasi and Head of Consumer Insight Cassandra Napoli give a sneak peek into how WGSN forecasts consumer and product trends.
The hosts of the two WGSN podcasts, Lives of Tomorrow and Create Tomorrow, also explain how the two podcasts work together to help you better understand tomorrow’s world whether you work in consumer lifestyle products or you're just interested in how the world's evolving. 
Listen in for a taste of what’s to come on our podcasts in 2026.

In this special episode of Lives of Tomorrow, host Akeem Nicol discovers 2025’s highlights from WGSN CEO Carla Buzasi. They reflect on WGSN’s major achievements; acquiring BevAlc industry leader IWSR and launching WGSN TikTok Dashboards. 
Carla reveals insights on adapting to consumer behaviour changes, the impact of tariffs and the importance of human intelligence and interaction in the AI age. Listen to uncover 2026 trends, including ‘gatekeeping’ and the return of gold.