Basis Global launches Basis Signals revealing shifts shaping mainstream expectations for tomorrow

LONDON AND LOS ANGELES, October 16, 2025 —
Basis Global has launched Basis Signals, a new series designed to help brands keep pace with consumer change.

Unlike traditional trend reports, Signals doesn’t predict what might happen. It decodes what’s already taking shape, connecting insights from real-world data to show where culture and commerce are gaining momentum.

Rooted in Basis Global’s Integrated Intelligence framework and Ideas First methodology, Signals uses AI to analyze millions of real-time data points across social, search, and online communities, then pairs those findings with expert interpretation. The result is a faster, clearer view of how people and markets are evolving and what that means for brands looking to stay ahead.

“The value isn’t in spotting something no one’s seen, it’s in connecting what matters before everyone else does,” said Rune Mortensen, CEO at Basis Global. “Basis Signals helps brands recognize and act on patterns as they gain momentum, while there’s still time to lead.”

Building on that, David Griffiths, Founder of Ideas and Chief Technology Officer at Basis Global, added, “While many talk about AI replacing research, we built Basis Signals to enhance it. It combines the real-time scale and speed of AI with human intelligence, helping brands keep pace with culture, identify and prioritize tensions, and fill their innovation pipelines faster.”

The debut edition, Gen Z’s New Rules for Growth, spotlights how the most economically powerful generation in history is reshaping markets and why their influence offers an early view of what other generations may soon expect.

Drawing on publicly available data and proprietary AI-led analysis, the report identifies four major shifts redefining consumer priorities:

• Spending differently: Nine in ten Gen Z consumers are open to frequent “splurge” spending on small luxuries, blending practicality and self-expression.
• Living differently: Two in five would move in with a partner purely to save money, redefining independence and relationships.
• Deciding differently: Nearly half now turn to TikTok or YouTube instead of Google for product discovery, reflecting a shift toward algorithmic decision-making.
• Socializing differently: Three in four prefer small, intentional gatherings over large events, valuing intimacy and belonging over reach.

Together, these shifts show how established patterns are gaining cultural traction and setting new expectations that will soon shape the wider market.

The full report is available at basisglobal.co/basis-signals-genz-preview.

About Basis Global

Basis Global is an award-winning insight consultancy that combines two decades of expertise with cutting-edge AI to help brands lead in a changing world.

With teams across the U.K. and U.S., Basis operates across five practice areas — Consumer, B2B, Health, Ideas (AI and Foresight), and Studio (Creative Activation) — partnering with some of the world’s most ambitious brands.

Basis Global specializes in brand tracking, segmentation, innovation, pricing, and foresight, delivering integrated qualitative and quantitative programs that connect human understanding with commercial impact. Through its Integrated Intelligence framework and Ideas First methodology, Basis helps organizations uncover growth opportunities earlier and act on them with confidence.

Discover more at basisglobal.co.