Nocturnal Living: Why the Future is Bright for the Night

Lives of Tomorrow

In this episode of Lives of Tomorrow – WGSN’s podcast about how we will live our lives in the future – we discuss nocturnal living.

Director of Strategic Forecasting at WGSN, Lisa White, joins Carla Buzasi, CEO of WGSN, to talk about why daytime activities in many regions of the world are shifting to happen at night.

Scorching temperatures are pushing people in the world’s hottest regions to live more of their lives in the cool of darkness, which is impacting when they shop, work, rest, and spend most of their day-to-day routine. OpenTable in the US noted rises of up to 24% in late-night dining in 2023. The shifting schedules of consumers are pushing cities to reimagine their after-dark economies, with shopping, entertainment, leisure, and tourism pushed into nighttime hours.

Lisa White shares insight into how brands can tap into this lifestyle shift, plus gives examples of nocturnal living, the data behind this trend, and her predictions for the future – including constellation leggings and thermoregulated pyjamas.