In Case You Missed It

Once a month, The Future Laboratory team will be taking over ICYMI* to share insight, expert-opinions and news you may have missed from us. This month, Alex Hawkins, Strategic Foresight Editor for the Applied Foresight team, curates what you need to know.

What are the big questions brands should be asking in 2024?

In a world in which the only constant is change, staying ahead of the curve is not only an advantage, it’s a necessity. Predictions, at their best, help us to expand our sense of what’s possible. But it is becoming harder than usual to know what to expect from the future. More than predictions, it is crucial to ask the right questions as we embrace the challenges and opportunities that 2024 presents. It is important to see these as more than theoretical musings. Brands, many of which have been stuck in a holding pattern, are now facing up to the fear of becoming obsolete. To counter this, we are about to see a reboot of innovation. 

From the rapid evolution of technology and its market-defining potential to the growing necessity for sustainable, entrepreneurial efforts, major shifts are upon us that address the core of what will drive success this year. Whether you’re in retail, media, hospitality or any other lifestyle sector, many of the biggest questions for the coming year are universal. They challenge us to think differently. I believe there are 10 big questions your brand should be asking itself this year; read my OpEd in full for a breakdown of how your sector may need to adapt.