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TFL Takeover: Is your brand asking the right questions?

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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. 

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4 March 2024

Author: The Future Laboratory

Image: Dames, US


Birch Selsdon, UK

New Codes of Luxury in Saudi Arabia Report and webinar

This month we released a complimentary report in partnership with Together Group, looking at luxury mindset and market shifts within the Kingdom of Saudi Arabia. It highlights the importance of local enterprises, next-generation talent, and cultural exports in positioning the country for global success.

The accompanying webinar had an expert-led panel featuring Ada Renedo of Together Group Middle East; Skye Fisher, Strategic marketing and retail consultant; Jana Bader, Advisor for The Bench, Rosanna Chopra, Executive director for Red Sea Global and Chris Sanderson, co-founder of The Future Laboratory. You can watch the webinar, in full and for free, via this link

‘Luxury standards in KSA are nuanced, evolving and somewhat misunderstood. There are many myths about attitudes, motivations and how to successfully reach consumers in, and from, the country. Not only does this research dispel many pseudo-luxury stereotypes, but it also shows how new codes of luxury are being co-created from the inside out rather than from the outside in.’
Alex Hawkins, strategic foresight editor, The Future Laboratory
New York Botanical Garden. Identity by Wolff Olins, US

In The Press : In-conversation with Without

Learning from other sectors; flipping the narrative on loyalty; growing new categories. How can fitness brands lead the way in the $1.8 trillion global wellness market? Read my in-conversation with Without here.

Get in touch to find out how we can help you harness the power of foresight. Trusted by leading brands like Bacardi, Samsung and Volvo, our commissioned content boosts awareness, uncovers new perspectives and secures top-tier press coverage.


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