WGSN
WGSN is a global trend forecasting and consumer insights company that provides data-driven forecasting, predictive analytics, and consultancy services to help brands in fashion, beauty, interiors, food and drink, sports, and consumer technology understand future consumer behavior and align product design with projected demand.www.wgsn.com
33
MENTIONS
9
EPISODES
7
PODCASTS
Search complete. 33 mentions across 9 episodes found for "WGSN".
Sep 16, 2026
Anita JoyceHOST
And then boof-It was gone, and now it's back.
Anita JoyceHOST
But now it's here with a richer, moodier, really more sophisticated energy, and trend forecaster WGSN named Transformative Teal its 2026 Color of the Year.
Anita JoyceHOST
So this comeback definitely has some oomph to it.
Anita JoyceHOST
Uh, teal and orange are very close to complementary colors, which means they naturally create some tension and balance.
Carla BuzasiHOST
Our lunch, mum, I'm gonna walk you over to the supermarket, and I'm gonna show you what chicken wine is.
Carla BuzasiHOST
[gentle music] Hi, I'm Carla Buzasi, CEO of WGSN, and your host of Lives of Tomorrow, the WGSN podcast about how all our lives are gonna change in the future.
Carla BuzasiHOST
Now, this week, we're talking all about the shift from excess to intention.
Carla BuzasiHOST
This is a big movement that WGSN has been tracking for some time, and I'm joined by the president and managing director of IWSR, Martin Lodewick.
Carla BuzasiHOST
But first of all, can you introduce yourself to the listeners and also explain a little bit more about IWSR? Now, IWSR's part of the WGSN group.
Carla BuzasiHOST
We have had members of IWSR on the podcast before, but for anyone new, tell me a little bit about IWSR as well.
Marten LodewijksGUEST
In essence, IWSR is the, the leading data and insights, uh, provider to the bevalk industry.
9 MINS LATER
Carla BuzasiHOST
You walk into, you know, just your average supermarket and the number of different options that you've got there.
Fred NicolausHOST
Like, I know that in fashion, you know, no designer comes out and says, "I'm the trendiest designer," but I feel like they don't have that inherent recoiling at the word trend.
Fred NicolausHOST
And so, you know, one of the things that Becca pointed out is that there are these really big agencies like WGSN that do trend forecasting, and all the big fashion houses and all the big, you know, consumer goods companies buy a package from them and get the thoughts on what the colors are gonna be for 2028, and the problem with that kind of, you know, trend forecasting is it's become almost commoditized because everyone's looking at the same data.
Fred NicolausHOST
And so her point was, like, "I wanna do something more boutique.
Fred NicolausHOST
I wanna do my own research and go down interesting little avenues, and that'll be, you know, a differentiator." But I, I do think it's, it's a challenge because as th- they talked about, like, they, they try not to even use the word trend [laughs] because, like, so many designers and people are like, "Well, we don't really follow trends, so you're not for us." But trends exist.
Fred NicolausHOST
It's like, it's more affordable.
Fred NicolausHOST
It's almost, like, kinda like a newsletter where you get access to their research for a pretty low price, like 20 bucks a month or something, which is really interesting just to see these really deep dives, you know, into aesthetics that...
Fred NicolausHOST
You know, I feel like Becca was talking about how most people's access to, like, what's going on in aesthetics is, it's just like y- you either buy into WGSN, which is thousands of dollars, or you're just kinda looking at social media and seeing what you see.
Fred NicolausHOST
So it's interesting to have access to someone who's really doing this deep research, informed dives into aesthetics in the moment and culture and all that.
Cassandra NapoliHOST
Are you thinking about what this means for the future of education too, right? Like...
Cassandra NapoliHOST
I imagine like schools were already, I'm a professor on the side outside of my role at WGSN and I teach a lot of students and I find every semester, like the book that I'm teaching out of becomes more and more obsolete, right? The pace of technology is so great.
Cassandra NapoliHOST
The examples, you know, that surface every day.
Cassandra NapoliHOST
I think AI accelerates things even more.
8 MINS LATER
Daria ShapovalovaGUEST
The first people I started to think of, it's all the... frontier labs founders so i believe those people who are building a gi now who are building in the labs and that's exactly they are creating the version of the future
Cassandra NapoliHOST
Thank you to my guest, Daria Shapovalova, founder of DressX.
Cassandra NapoliHOST
If you're a WGSN subscriber, look out for more trends at WGSN.com. And if you're not a subscriber, please come and discover our services.
Cassandra NapoliHOST
We'll be back with our next episode soon.
Klas KristianssonHOST
You're going deeper and understanding in how consumer tribes work and what they love and what they value and how they get attracted by certain brands.
Klas KristianssonHOST
Sure, in terms of trends, you could be going to Pinterest, you could be buying WGSN, you could be going to all the shows, you could be doing that, but already there, you're behind.
Klas KristianssonHOST
So that's the shift I want you to think about.
Klas KristianssonHOST
If you're looking at cultural behaviors, you're not limited to what you can do and how you can express yourself.
Bob MurphySOUNDBITE_SPEAKER
This is the New York Mets Baseball Network.
Lindsey NelsonSOUNDBITE_SPEAKER
A turn of the mile with the WGY and WGSN's connectivity.
Bob MurphySOUNDBITE_SPEAKER
Bob Murphy with Lindsey Nelson and Ralph Kainter from County Stadium in Milwaukee.
Bob MurphySOUNDBITE_SPEAKER
Braves have just scored their first run.
32 MINS LATER
Bob MurphySOUNDBITE_SPEAKER
And right now we pause for station identification.
Bob MurphySOUNDBITE_SPEAKER
This is the New York Mets baseball network.
Lindsey NelsonSOUNDBITE_SPEAKER
A 10 on the dial, this is WGY and WGSN's Connected E.
Bob MurphySOUNDBITE_SPEAKER
Ralph Kiner along with Bob Murphy and Lindsey Nelson from County Stadium in Milwaukee.
Andrea BellGUEST
product deployment when you map your activation you do a pre-emotion or sentiment mapping to it and it sounds like a silicone buzzword but it really does matter so at what point do you want them to feel joy yeah at one point do you want them to feel anticipation at what point do you want you and i hate to say it guys i'm just going to be blunt deliver on the cell if you don't have that emotion map to your g to m strategy you're going to be falling behind so
Carla BuzasiHOST
This is Andrea Bell, Vice President of Creative Intelligence at WGSN.
Carla BuzasiHOST
So we've recently published a white paper called The Sentient Consumer, which is a fascinating look at how consumers are evolving due to the huge rapid advancements in AI and technology that we're all living through right now.
Carla BuzasiHOST
So to help explain exactly who and what the sentient consumer is, I'm joined by Andrea, the author of this white paper and vice president of our creative intelligence team.
Carla BuzasiHOST
Thanks for having me.
Carla BuzasiHOST
Can you explain what a vice president of creative intelligence does? Effectively, what our creative
Andrea BellGUEST
intelligence team does is we have such brilliant forecasts in WGSN and so many of our key global accounts said, can you bring the forecast to life? Can you tell us what specific strategies will impact us? So we like to jokingly say we're the spear of the content forecast world for WGSN, where we're making sure that all of our clients are embedding it and understanding it.
Andrea BellGUEST
Okay, fantastic.
Lucinda PikkatHOST
So like what you said, you sort of pick and choose what you like, but hopefully with our insight and knowledge into the industry.
Lucinda PikkatHOST
For those who are unfamiliar, I've been in trend forecasting for years now, working in London at WGSN, which is one of the major trend forecasting agents.
Lucinda PikkatHOST
But hopefully we can bring a bit of insight into where these trends sort of come from, and why they've come about now in spring 2026, so hopefully you might learn something as well.
Tamara HollandHOST
Yeah.
Lucinda PikkatHOST
...
Lucinda PikkatHOST
there is a thing called the three by three theory when you're looking at trend forecasting and predicting colors.
Lucinda PikkatHOST
So WGSN, which is the major forecasting agent, they come up with a color of the year.
Lucinda PikkatHOST
So this year is transformative teal, which we've spoken about a lot on the pod.
Cassandra NapoliHOST
Hello, and welcome to another episode of the Create Tomorrow podcast.
Cassandra NapoliHOST
I'm your host, Cassandra Napoli, head of consumer forecasting at WGSN.
Cassandra NapoliHOST
Every two weeks, I will take you on a journey to examine how trends are translated into aesthetics and product design.
Cassandra NapoliHOST
In this episode, Liz and I discuss what it takes to design the future of the creator economy, from putting creators at the center of licensing and immersive experiences to building authentic cultural moments that foster meaningful engagement with creator fandoms.
25 MINS LATER
Elizabeth McLeodGUEST
Love, love, love it.
Cassandra NapoliHOST
Thank you to my guest, Liz McLeod, founder of the entertainment and brand licensing company, Screamy.
Cassandra NapoliHOST
If you're a WGSN subscriber, look out for more trends at wgsn.com.
Cassandra NapoliHOST
If you're not a subscriber, please come and discover our services.