LSN : News : Stat: Social media and gaming revealed as top Gen Z career goals

Anti creates a visual identity that evolves with community input

Kulturhavna. Identity by Anti, Norway

Norway – Norwegian creative agency Anti has unveiled a dynamic identity for Kulturhavna, a community-driven urban development project in Ålesund, Norway. Reflecting the philosophy of adaptability and inclusivity, Kulturhavna is a ‘temporary space for play, exploration, relaxation and expression’, says Anti’s creative director Mats Ottdal.

The studio worked with Kulturhavna’s team to create a brand that evolves with community input, mirroring the project’s ethos. Instead of a static design, the identity is a living system comprising 375 illustrative components and 125 activity icons, offering nearly two million unique configurations.

This innovative approach addresses the often unengaging nature of Norwegian urban planning, with Anti developing a digital platform designed to reach diverse audiences and encourage meaningful participation. ‘It needed to be both simple and inspiring,’ Ottdal explains.

The result is an adaptable visual system that not only serves functional needs but also embodies the community-centric spirit of Kulturhavna, showcasing how participatory design can shape urban spaces for the better.

LS:N Global has previously explored the rise of adaptable future spaces, where communities reshape environments to meet evolving needs, in our Temporary Urbanism Futures report.

Strategic opportunity

Consider creating modular, flexible urban infrastructure such as pop-up housing or co-working spaces that adapt to changing demands. Collaborate with communities to co-design these spaces, ensuring their needs and values are central to planning

Velo and Lab54 launch winter house party series ahead of Tomorrowland

UK – Nicotine-pouch brand Velo has partnered with house party specialists Lab54, known for taking the club to the kitchen, to launch the Velo Après Party series – a winter-themed house party tour ahead of Tomorrowland Winter 2025.

The parties will bring an Alpine chalet aesthetic to UK cities, creating an intimate, cosy atmosphere reminiscent of après-ski celebrations. Having started in London, the series will move to Manchester on 1 February and Liverpool on 8 February.

These exclusive events are designed as warm-ups for Tomorrowland Winter, which takes place from 15–22 March in Alpe d’Huez, France, featuring artists such as Amelie Lens and Steve Angello. Velo seeks to tap into the festival excitement among Brits, regardless of whether they plan to attend the event in France. It’s refreshing to see a brand recreating the intimate chalet vibes of après-ski parties in urban settings like London.

As highlighted in our Designing Nightlife report, from small-scale grassroots initiatives to record-breaking immersive experiences, innovation is revitalising the nightlife industry and addressing the evolving needs of new generations.

Klymax at Potato Head, Bali

Strategic opportunity

Consider launching a pre-event series tied to larger festivals, concerts or dates in the sports schedule to extend brand visibility and deepen engagement over a longer period, while creating FOMO for those not attending the main attraction

Stat: Social media and gaming revealed as top Gen Z career goals

Aurora Gaming Collection by Logitech G, Switzerland and US

UK – Research commissioned by Southeastern Rail reveals that Gen Z is turning away from traditional office roles in favour of jobs in social media and gaming, with 56% aspiring to work in social media and 33% dreaming of gaming careers.

The survey of 18–29-year-olds highlights a shift towards aligning work with passions and wellbeing, with 73% prioritising work-life balance and 55% valuing employers’ environmental impact. Mental health support networks and inclusive workplaces are also important, with 34% and 26% valuing these aspects respectively.

In our Gen Z Now and Next macrotrend report we explored how an influx of Gen Z in the full-time workforce could trigger a second wave of rethinking workplace culture, while in our Alphas Now and Next report we identified the starkly different job opportunities that technology and sustainability demands will introduce for future generations.

Strategic opportunity

Position your business as Gen Z friendly by aligning gaming and content creation skills with essential roles. Enhance appeal through flexible working, sustainability commitments, mental health support and strong diversity and inclusion initiatives