12 October 2022
Author: Joanna Lowry
Image: Zünc Studio for The Future Laboratory
2. Champion Legitimacy
In a world where uncertainty is the only certainty, a decision made today may no longer be the right one in two months, so having the confidence and humility to rapidly adapt to unfolding situations and monitor change will be vital for this new era.
Rejecting absolute thinking will also be key, and brands should invest in tools like AI to synthesise, analyse and visualise data to bring multi-dimensional context to today’s decision-making. Marketing should be repositioned as a creative mechanism for people to unite around critical issues, instead of a way to push endless consumption. To be future-focused, brands should be youth-focused, exploring ways to connect with youth culture and the zeitgeist in real time, and creating youth councils and panels to consult on decision-making.
3. Create a Legacy
There are a huge number of positive long-term opportunities that re-orientated, next-generation businesses can create. To be part of the resolution, legacy requires an organisation to take ownership of the long-term impact it will have and embrace uncertainty to truly progress.
Embracing future scenario-planning is a critical first step, coordinating and motivating key stakeholders to buy into a shared vision of the future. Brands should also consider employing a Chief Vision Officer whose job it is to dare to dream. Exploring Deep Tech collaboration is another key opportunity to cross-pollinate emerging, existing and hitherto unimagined tech for cross-sector opportunities and product hybrids. Finally, brands should avoid putting sustainability in a CSR box, while ensuring that innovation is not a siloed department but embedded across the entire business.
For many businesses, the urgency and scale of the climate crisis, and the significant systemic risks it poses to both people and the planet, are only starting to be grasped. These are the foundations for new strategies that businesses can use to respond to pressing global issues, becoming a force for positive change.
Our team of strategists have developed a wide-ranging set of strategic decision-making tools to help provide future-first solutions for our clients. If you would like to discuss how our Redemptive Diets macrotrend could support future planning for your brand, or if you have any questions about embedding our macrotrends into your business, send us a message at email@example.com. We look forward to accelerating into the future with you.
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