Future of Brand Purpose : In-house presentation
00 : 00 : 00

The Future of Brand Purpose:
Branded Cities

Intention redefined for a better future

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At a time when Silicon Valley is under pressure to be more accountable, this presentation uncovers how consumers’ moral values are changing their expectations of brands. We ask the awkward questions such as ‘do we relinquish decision-making to AI?’ and ‘who will police behaviour in digital spaces?’

We investigate how brands can become moral leaders in these turbulent times, fostering a culture of ethical innovation and embedding new codes of conduct into emerging digital spaces. Envisaging three future city scenarios, we highlight the ways in which brand intervention in placemaking could lead to better futures.

Top: Nikita Iziev for The Future Laboratory
Right: Digital Ethology by Corinne van Grevenbroek 

ANIMA ll by Nick Verstand

In this presentation we examine:

Morality Recoded

Having promised liberation, the internet has emerged as a tool for manipulation and subjugation, helping to create a global empathy deficit. Our traditional moral framework has fallen away, with family mentorship faltering and religious belief systems being questioned. Young people are growing up in an increasingly digital world and are losing the ability to navigate real-life, human-to-human interactions, while intelligent machines are threatening our sense of humanity.

In response to digital recklessness, there is a growing consensus that we need to reform the technological world with a new code based around decency, emotional intelligence and respect for privacy.

: Branded Cities

This presentation examines three alternative visions of the future metropolis. The Preferred City would see government working with technology brands to innovate for efficiency, with platforms being run democratically.

In a Probable City scenario, citizens would have to trade their data and attention to access spaces and facilities. A dystopian Potential City could increase, rather than resolve, inequality. With the system run by brands, citizens’ ability to navigate and engage with the city may depend on their perceived value as consumers. 

The Future of Brand Purpose can be booked along with our presentations on The Future of Gender, The Future of Wellbeing and The Future of Youth, at a discounted rate.

ANIMA II by Nick Verstand
:Branded Cities visual by Inferstudio for The Future Laboratory 


Digital Ethology by Corinne van Grevenbroek

preferred 2-2

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 ‘The Future Laboratory’s presentation did exactly what we wanted it to – offer a glimpse of even further ahead in a compelling and engaging way to prepare for what brands need next’ 

Maya Draisin, associate publisher and head of marketing, Wired

Our Future of Brand Purpose in-house presentation connects your team with the key rising trends, innovations and value shifts that will help you redefine your brand purpose. Our expert researchers and analysts foster an interactive environment to help you achieve your desired outcomes.

The presentation can be tailored to suit a range of formats. Perhaps you want to have a workshop to explore a new product concept, or you have an event that requires a thought-leading keynote? Our in-house presentation can inspire ideas and provide a practical guide to strategies that will pay off in the years to come.

For more information about the themes we presented at Global Futures Forum 2018, download the event summary PDF here.

For more information, or to book this presentation for your own business or event, please complete your details on the Book Now contact form.

Please fill the form below and a member of our sales team will be in touch.


Chris Sanderson, Co-Founder, The Future Laboratory

Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynotes include Gucci Group, the European Travel Commission, Retail Week, Selfridges, M&S, Chanel, Harrods, Aldo and H&M.

Tom Savigar, Senior Partner, The Future Laboratory

Tom has guided many of The Future Laboratory’s clients through some of the most challenging market shifts and global recessions of the past 10 years. With a much-expanded team, and offices in the US and Australia, he continues to do this, working with clients as diverse as Absolut, Cadillac, The Body Shop, Lamborghini, HSBC, Courvoisier, UBS, BMW, British Gas and Marks & Spencer.

Alekandra Szymanska, Art Director, The Future Laboratory

Aleksandra leads the creative team at the Future Laboratory, which translates insights into immersive experiences on and offline and brings to life speculative visions of the future. With a background in critical design, she is an expert in developing far future scenarios that consider long-term implications of today’s trends. Since joining The Future Laboratory in 2014, she has worked with brands including UBS, Diageo, Google, LVMH and Design Hotels.

Barry Mowszowski, Strategy Director Asia-Pacific, The Future Laboratory

Barry has worked with The Future Laboratory since 2015 to deliver strategic foresight to clients across Asia-Pacific as well as in global markets. He has worked with a range of clients and industries to use strategic trends to navigate category futures, and to drive commercial and cultural outcomes for business, government and cultural institutions. Barry is an experienced industry speaker and has presented at Apple, Creative Sydney, Westpac leadership forums and Vivid among others.

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