Back to the F**kture: Devon Powers on Pandemic Futures

category - covid-19
type - podcast
Our new Back to the F**kture series asks renowned thinkers to put foresight predictions under the hindsight spotlight. This month Devon Powers discusses why forecasters failed to spot Covid-19

In the first episode of Back to the F**kture, The Future Laboratory's co-founder Martin Raymond talks to world-renowned academic Devon Powers.

Recently, Powers wrote a fantastically timely and insightful column on Medium about how and why forecasters globally failed to predict the true impact of Covid-19. More revealingly, she unfolds a story about how forecasting itself, because of its lack of inclusivity, diversity and its failure to include the ‘ordinary voice’, is missing the bigger picture – to make forecasts more accurate, strategic and in a stronger position to re-imagine and instigate a tomorrow that works for everybody. 

Devon Powers is the associate professor in the Department of Advertising and Public Relations at Temple University. She is the author of 3 books, the most recent of which is On Trend: The Business of Forecasting the Future. Her research explores branding, promotion, and how culture moves through the world. Powers' work has appeared in Journal of Consumer Culture, New Media & Society, Critical Studies in Media and Communication, and Popular Communication.

Watch the Zoomcast, or listen to the podcast below.

Published by:

10 July 2020

Author: Martin Raymond and Devon Powers



You can also listen to this as a podcast below, or tune in on Audioboom, Spotify and Apple.




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