The Future Laboratory

30 results

The New Gen Z Wellness Consumers

These four typologies map a generation rewriting the rules of wellness – trading relentless optimisation for productive contradiction.

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Gaming & Digital Spaces

Cosy Gaming

Since its boom in 2020, cosy gaming has matured into something more culturally resonant. As the genre expands, it reveals less about how audiences want to play, and more about how they are learning to regulate, restore and reconnect in an era of ambient stress.

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Marketing & Branding

British Airways turns safety briefing into cultural escape

British Airways is reframing the role of travel with a new campaign that positions flying as a psychological reset.

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Luxury

Future Forecast 2026: Travel & Hospitality

As new markets emerge across Africa, the Middle East and India, and ageing populations reshape the future of exploration, the travel and hospitality sector will evolve through connection, consciousness and cultural regeneration.

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Culture & Media

Intimate Fantasy Escapism

Intimate fantasy roleplay is shifting to become an increasingly mainstream practice. Driven by growing fandoms, it represents a search for belonging and personal growth that encompasses playful, creative self-expression.

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Luxury

Five Luxury Leisure Pop-Ups

As the personal luxury goods market rebounds and consumers continue to seek out experiences across travel, leisure and dining, luxury brands are diversifying to meet changing expectations. With resort locations and seasonal tourism driving new pop-ups, there is a mood of ephemeral exclusivity.

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Culture & Media

Travel site Fliggy curates a data-informed music festival

Alibaba-owned travel platform Fliggy is creating a three-day-long music festival in China’s Shapotou desert. Informed by its extensive consumer data, the Desert Hertz Music Festival will host a range of activities that reflect a growing interest among Chinese Generation Z to explore their cultural identity.