: Tell us about one of your most recent and most exciting projects at The Future Laboratory.
We have had a few clients ask us to refresh their creative trends and strategies. One focused on design directions, which would decode Web3 for its sector as new and exciting forms of self-expression emerge in the metaverse. How could we decode sociocultural shifts and the future of creativity to highlight new initiatives and opportunities for its brand portfolio to leverage?
: What was your plan B career?
Although I studied Fashion Design and Business, I grew up spending what feels like most weekends at Silverstone, Donington Park or Brands Hatch. When not driving an articulated lorry for a living, my dad was a freelance motorsport photojournalist. I’d have to say plan B was to lead an F1 strategy team [it’s probably no surprise that I love my current job and career path]. Using every available piece of data – human and machine – to build a detailed picture of all possible scenarios and then implementing the right strategies to win races and World Championships: the dream!
: What led you to working in strategic foresight?
While still studying, and in the early part of my career, I learnt about the intrinsic role trends and forecasting play in design and the flow of influence on people and culture. I guess I’ve always been an unorthodox thinker, slightly sceptical and inquisitive – the only certainty is uncertainty, after all – so scenario-planning and betting on the counter-intuitive have always seemed pretty plausible to me.
: Your favourite way to unwind?
On the terraces, supporting West Ham United. And, if that fails, hanging out with my little girl at the City Farms.
: Your go-to working snack and after-work tipple?
Umm, yes, I am that person who doesn’t have a sweet tooth, and I’m really not a snacker. But, everybody at work knows it’s probably a cheesestring.
: What trend are you most excited about for the year ahead?
Last year we wrote the latest beauty sector macrotrend, Accredited Beauty. As consumers seek proof points on product quality, efficacy and sustainability, we are seeing scientific evidence driving the healthification of the beauty industry. It’s these new forms of accreditation that are transcending beauty to inform wider influence. In these unprecedented times, when greenwashing, government censorship and fake news dominate the global cultural discourse, we’re seeing citizens who are in search of clarity and certainty, and there is a surging re-engagement with science, space, awe and the age of the nano-expert.
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.