: How do you go about turning The Future Laboratory trends into practical and strategic implications?
While our Strategic Foresight programmes focus on building a range of macrotrends from emerging cultural and societal shifts, my role as a strategist is to help clients use these trends to make future-proofed business decisions. Trend implications can be far-reaching, affecting brands and categories in uniquely different ways. It therefore falls to me to consider the context of our clients’ businesses and how they should respond.
This happens as part of our opportunity mapping tool, which lays out the factors beyond the cultural landscape that need to be considered for this process. They include commercial relevance, cultural fit to the brand, category and competitive advantage offered, and consumer connection. This tool helps to validate and prioritise both the trend and commercial factors driving a strategic opportunity.
I frequently ask myself ‘What does this mean?’ or ‘What are the implications of this?’, which drive any opportunity mapping I do.
: What is your favourite way to unwind?
Most people who know me know that I play golf to unwind, although admittedly, it sometimes brings more frustration than relaxation.
: Your go-to working snack and after-work tipple?
Nothing beats a post-work Guinness; that or a random hipster IPA.
: What was your Plan B career?
Before getting into strategy, some of my first experiences in industry were spent working for video production companies. Not quite an aspiring Tom Cruise, but I found the process of making TV and film fascinating.
: What trend are you most excited about for the year ahead?
I’m excited to see how The Betterverse plays out, specifically how the novelty and frivolity of the metaverse will mature to factor in ethics and its impact on the health of users. We’ve already seen some pioneering brands demonstrate an interest in the metaverse, and I’m watching closely to see how the space moves from novelty to utility.
Here at The Future Laboratory, our team are constantly striving for betterment in all areas, particularly for people and the planet. By holding ourselves and each other to account in a compassionate way, we have built a culture that allows each of us to do our best work.
Learn more about our commitments, both as individuals and as a community at The Future Laboratory with our Cultural Charter.