LSN : News : Foresight Friday: Alice Crossley, senior foresight analyst

Web Summit 2024: Podcasts in 2025, the power of Swifties and AI vs IP

Web Summit 2024. Photography by Tyler Miller, Portugal

Portugal – As Web Summit 2024 wrapped up its third and final day, attendees gathered on the central stage to hear key speakers such as Vinted’s CEO Thomas Plantenga, social media personality Loren Gray and renowned footballer Rúben Dias. Here are three insights curated by our team of analysts in attendance.

What’s next for podcasts: Podcast hosts Jonquilyn Hill (Vox) and Lizzie O'Leary (Slate) shared their hopes and concerns for the future of the podcast industry, with Hill noting that Donald Trump may have won the first ‘podcast election’ in history. ‘Those of us in traditional media fell asleep at the wheel. There’s a reason podcast manosphere podcast has managed to fill this gap [and lean strongly towards Trump]. We’re playing catch-up,’ she said.

Although a video strategy has become essential – with short-form clips on social media and longer content on YouTube – both hosts insisted that virality does not necessarily lead to increased downloads, the primary KPI for advertisers investing in podcast marketing. Hill and O'Leary also advocated for greater independence and a subscription model to reduce reliance on platforms such as Apple Podcasts and social media for discoverability.

The rise of microcultures: Eric Fulwiler, co-founder and CEO of Rival, discussed the difference between macrocultures and microcultures, explaining that culture as a whole represents the shared perspectives, beliefs, values and symbols that unite people. However, the degree of passion and specificity varies between the macro and micro levels.

Fulwiler likened macroculture to an ocean – a vast space everyone navigates – while microcultures are like individual currents within this ocean. Though invisible on the surface, these currents can have a significant impact, sometimes becoming strong enough (like the powerful ocean jet streams) to shift or redefine a macroculture. He suggested Taylor Swift’s fan community, the Swifties, is an example of a microculture with such influence.

AI vs IP: Edward Klaris, founder of Klaris Law, warned creators of a critical issue: if you create content using AI, you may not own it. ‘Most countries do not recognise AI-generated content as eligible for copyright,’ Klaris explained. ‘Even if you’ve inputted hundreds of prompts, without human authorship, the output often falls into the public domain.’ He stressed that this lack of ownership presents a significant disincentive for creators using AI, as current law favours human-generated content over machine-generated work.

Strategic opportunity

As AI-driven content gains traction, consider developing a legally sound framework to protect valuable assets and ensure compliance within the evolving legal landscape. For instance, could you design an AI content strategy that incorporates clear guidelines on human input and authorship to retain IP rights?

Accredited beauty panel explores the future of holistic aesthetics

London – Leading beauty and wellness experts gathered at a recent Aisle 8 panel at Nexus, a new members club opening in January 2025 in South Kensington, to discuss the evolving landscape of aesthetic medicine and its shift towards a more holistic, health-centric approach.

The event featured Dr Alexis Granite, dual-board certified dermatologist and founder of Joonbyrd; Dr Elizabeth Hawkes, oculoplastic surgeon and ophthalmologist, and Dr Thivi Maruthappu, the UK’s first dual-certified dermatologist and nutritionist. The panel highlighted the field’s transition from dramatic, one-size-fits-all solutions, such as the ‘Kylie package’ or extensive liquid facelifts (known to include 10–20 syringes of filler), to subtler treatments that prioritise natural vibrancy and sustainable ageing.

Alexis Granite stressed the importance of holistic beauty, encompassing stress reduction and lifestyle balance – an approach we call Synchronised Care, which is highlighted by 50% of consumers defining beauty as looking ‘healthy’ (source: Euromonitor). She emphasised that beauty should reflect a life well-lived and mentioned a shift toward body care. Her own line, Joonbyrd, seeks to expand skincare beyond the face and bring sensorial elements, such as fragrance and texture, into clinical-grade skincare.

Elizabeth Hawkes highlighted how eye aesthetics are shifting from fat removal to fat repositioning for a more natural look – a technique she believes could become the ‘golden filler’ of the future due to its emphasis on tissue preservation. Meanwhile, Thivi Maruthappu shared insights on the link between nutrition, gut health and skin conditions, particularly with regard to sensitive skin. She advocates for a food-first approach to beauty, emphasising personalised nutrition as a core element of skincare and noting that ‘you can’t out-supplement a bad diet’.

Aisle 8 panel at Nexus, London, UK

Strategic opportunity

Aesthetics is moving from dramatic transformations to subtle enhancements that improve the appearance and health of the face and body. Consider cultural shifts which may drive increased demand for treatments and products that enhance body contours, skin texture and vitality

Foresight Friday: Alice Crossley, senior foresight analyst

Photography by The Future Laboratory, UK

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, senior foresight analyst Alice Crossley unpacks the first Christmas campaigns of the season.

: The Christmas ads are coming thick and fast. Waitrose and Saatchi & Saatchi have made the headlines for their two-part, star-studded whodunnit TVC, led by Matthew Macfadyen. Part one of the ad left viewers on a cliffhanger with the brand’s website and socials providing details about each character and their motives; part two is out soon.

This tv-style content, featuring plot and characters, cuts through the noise and encourages audiences to return to the brand’s channels. For more on brands borrowing from entertainment, head to our Paradigms 2024: Future of Branding event coverage.

: FatFace’s Christmas ad has also been a surprise hit. The festive spot tells the story of a woolly jumper gifted to a mother but worn by the whole family. The ad strategy focused on celebrating the style and influence of an over-looked audience: Gen X women.

: The frontrunner for the best Christmas campaign visuals, however, is Burberry. The Wrapped in Burberry: Friends & Family campaign features artist Slawn, his partner Tallula Christie and their children, Rivals stars Alex Hassell and David Tennant, and Boomer couple and long-term Burberry clients Herschel and Lilly Stoller. More Flat Age Christmas content, please!

Quote of the week

‘When an idea is so good, and the brand is so loved, that actors we’re not typically used to seeing in ads show up and steal the scenes – and the pudding – you know you’ve got a Christmas treat on your hands’

Franki Goodwin, chief creative officer, Saatchi & Saatchi

Stat: Japan’s youth sees record decline in romance and physical intimacy

Hikikomori by Maika Elan for National Geographic

Japan – A recent survey by the Japan Association for Sex Education reveals a notable shift in the sexual behaviour of Japanese youth, with traditional romantic activities such as dating, kissing and intercourse at record lows.

The survey of 12,562 students in junior high schools, high schools and universities indicates that only 22.8% of high school boys and 27.5% of high school girls have experienced their first kiss – a dramatic decline compared to previous years. Experts suggest that the pandemic’s restrictions on face-to-face interactions may have accelerated this trend.

Meanwhile, self-exploration has seen a marked increase, with masturbation reaching new levels across all demographics, particularly among junior high school girls and high school students. Rising exposure to sexual content in the media, especially manga, may be a contributing factor.

These findings come amid Japan’s deepening demographic challenges, as the country recorded a record-low fertility rate of 1.20 in 2023, alongside declining marriage rates – a topic we explore further in Emerging Youth: Japan.

Strategic opportunity

Brands targeting young people should adapt to shifting social norms; address topics such as evolving relationship dynamics by fostering self-expression and connectivity