Create Tomorrow, The WGSN Podcast

Michael Pawlyn is a biomimicry expert, TED talk star and founding director of the London-based practice Exploration Architecture, he is also co-author with Singapore-based urbanist, curator and writer Sarah Ichioka of the book Flourish: Design Paradigms for our Planetary Emergency. Published just last year, it’s a persuasive read that tackles existing orthodoxies around sustainability and posits real world design and architecture solutions and strategies to move towards a future where the planet can truly flourish. Central to Pawlyn and Ichioka’s book is the argument for a paradigm shift, as inspired by the late systems thinker Donella Meadows, and a move away from conventional sustainability to regenerative design and development.

As we read news reports of microplastics being present in human blood and the latest UN climate report issued by the IPCC reminded us that time has nearly run out to meet the 1.5°C warming target of the Paris Agreement, it’s clear we need to take drastic action in reducing plastic waste and our greenhouse gas emissions. So what alternatives are out there when it comes to wrapping up and protecting our products ready for consumers, and how much do consumers really care?

Toward the end of 2021, audio tech giant Sonos released its "Listen Better” report alongside a climate action plan in which is laid out its commitment to a more sustainable future for the business. A key figure driving this plan from within is Kitty Suidman whose role as Design Director of Product Sustainability at Sonos places her at the forefront of the brand’s drive to reduce its environmental impact, with a goal to reach carbon neutrality by 2030 and achieve net zero emissions by 2040. Joining Bethan Ryder and Kitty in conversation this week is Content Director of Consumer Tech here at WGSN Lisa Yong. Together they discuss how the structure of their businesses internal hierarchies can give sustainability a key role in everything they do and what tech brands can do to balance the tightrope of providing cutting edge products alongside fulfilling the increasing desire for longevity in products that consumers own.

WGSN has been tracking digital assets for many years now but we’re seeing a significant rise in the engagement across markets, regions, categories and consumer cohorts. Approximately 70% of Gen Z and Gen X global consumers rate their digital identity as important, meanwhile 65% rate digital ownership as important and more than 50% are interested in purchasing a digital asset in the next 12 months. In this conversation, WGSN Prints & Graphics Strategist Kraggy is joined by Nell Lloyd-Malcolm CEO and co-founder of XYdrobe, Oliver Royce, who is head of apparel and digital goods at Fnatic, and Ommy Akhe, creative technologist and leading figure in the augmented reality space, to discuss what the implications of these new rules are, and how fashion companies can authentically engage in this space.

Curious about crypto? Join Andrea Bell, director of WGSN Insight, as she hosts this episode unpacking all things crypto, from Web3 and the Metaverse to NFTs. Tune in as she discusses these topics with WGSN experts Cassandra Napoli, Senior Strategist on Insight, and Sarah Housley Head of Consumer Tech, and what they mean for brands and consumers, plus some of our favourite examples of brands taking advantage of cryptocurrencies in the real world. If you’re a WGSN subscriber you can find many reports covering these subjects, web3, metaverse and the crypto class, plus all the latest trends and developments in Consumer Tech on WGSN.com.

We’ve seen alternatives to meat and dairy products on the market for some time now, and the embracing of plant-based meat alternatives have sky-rocketed in the past few years, it is inevitable that this combination of culinary skills and scientific knowledge will play out across the food and drink space. WNWN Food Labs is just one of many new and exciting brands trying to forge ahead in this growing market with their first product, a zero-cacao chocolate bar, created from alternative plant-based ingredients. They are part of a small but growing movement called “alt-choc”. Joining WGSN CEO Carla Buzasi is Dr Johnny Drain, aka ‘the Walter White of Fermentation’ and founder of WNWN food labs, and WGSN’s Head of Food and Drink Jen Creevy, to discuss consumers’ growing awareness of the ethics of our food supply chains, the power of fermentation in the latest plant based foods and what products WNWN could be planning next.

Wellness themes play a major part in our flagship report Big Ideas 2024 which has just landed on all our product design platforms. One of our most popular reports with clients, this report looks ahead to see how trends will shape what consumers need and want in two years’ time and we apply it to all of the industries we serve. Listen to find out what a bathfluencer is, why we’re becoming interested in mood foods and why snacking can actually be good for you. Plus, which Friends star has launched a cleaning line… no it’s not Matt Le Blanc.

Ramdane Touhami is a creative visionary, serial entrepreneur and the man behind global beauty brand Buly 1803, which he founded in 2014 with his wife and business partner Victoire de Taillac and sold in October last year to LVMH. Not a bad trajectory for the son of an apple picker who was himself homeless 25 years ago. He recently published, The Beauty of Time Travel (Gestalten), which explores how you construct a global brand ”from the bottom up”.  Bethan Ryder, WGSN's Executive Editorial Director and Lisa White, Director of Interiors join Ramdane to ask how to resurrect an historic brand, what role creativity plays in business and whether he is looking forward to designing in the metaverse.

This week we throw the spotlight on outdoor lifestyles. A topic we've been closely tracking at WGSN as the pandemic has shifted consumer behaviour, with many people embracing nature and activities in the fresh air. Alongside hiking and wellness trends such as forest bathing we're witnessing an increase in what you might call 'social sports', from surfing to skateboarding and currently in the northern hemisphere a winter sports boom and with it the rise of an associated aesthetic: Gorpcore. So grab your activewear and lets take this week's episode outside. Links: YT - Arc'teryx Arc'teryx TikTok #1 Arc'teryx TikTok #2 Arc'teryx TikTok #3

This week, WGSN CEO Carla Buzasi is joined by three members of the WGSN's consultancy team, Mindset, to discuss the top priorities design brands should have for 2022. Spanning North America, Asia and Europe the three Mindset experts are used to challenging briefs from diverse brands wrestling with creating better products and experiences for their consumers. All understand design brand challenges and consumer behaviour, and are here to give a quick lesson in brand resilience and planning for the future.