Far Futures

What is your future going to look like in the next 10, 20, 50 years?



Our Far Futures programme contains an amalgamation of strategic research and futures tools to identify a set of scenarios that might indicate our clients’ future, enabling them to be more provocative and speculative as they look more long-term.

We consider the future from a number of possible lenses, and help to create active orientation and open up spaces for a new, forward-looking way of thinking. Typically, we take a four-stage process to help clients harness disruption proactively and strategically.

  1. Identification and Provocation – conducting STEEP analysis to map and assess the interdependencies of our macro-environmental Global Drivers and their consequences on the future

  2. Further Interrogation – our Futures 1000 Experts enable us to stress-test, develop and validate working hypotheses

  3. Draft the Scenarios – scenarios are based on the trajectories of strategic building blocks to include the probable, possible, problematic and prosperous futures

  4. Strategic Implications – each scenario includes key attributes, evidence or signals that show the ways in which much of the future is already present today and how clients can navigate change

Are you ready to make more informed assumptions and decisions based on why, how and what the future is going to look like by 2030, 2040 or 2050?

Copyright Laura Lewis2H7A6891

Case Study:
Bacardi Horizons 2030

Future Challenge: In a world transformed by technology, how can Bacardi harness innovation to maintain its leading position in 2030?



Bacardi globally has set the task of making the next 10 years the best ones yet; Bacardi calls this its BEST10 strategy. 

To achieve its ambition, Bacardi needs to look beyond its current revenue streams and build the tools today to forge meaningful relationships with consumers in the future. 

Senior leaders understood that technology is a crucial catalyst for change, and asked The Future Laboratory to investigate how technology will affect the way people will live, consume and socialise in 10 years. The objective was to inform, inspire and spark action today to help business leaders identify the growth strategies that will allow them to achieve their BEST10 strategy.


Through input from our Futures 1000 Panel, we researched and produced a Strategic Foresight Report, videos and marketing collateral aimed internally at senior business leaders. Horizons 2030 paints an emotive yet tangible picture of the technologies that will be commonplace and routine in the lives of consumers in 2030, and their everyday impact on people. 

The foresights and insights are explored through four speculative day-in-the-life of a 2030 consumer scenarios in key markets such as Germany, India, China and the US, validated and debiased through our network of Cultural Navigators. The scenarios, written in first person, offer Bacardi a way to understand how commonplace technologies will change the way people live, work and play. The report identifies the strategic opportunities for Bacardi to continue to deliver on its purpose to Make Moments Matter in 2030 and beyond.

Photo by fabio on Unsplash

By looking externally into future consumers’ lives, Horizons 2030 offered Bacardi a consumer-led and future-informed perspective on new revenue models beyond beautiful liquids in beautiful bottles. 

As a result, business leaders have a future toolkit of strategic opportunities to help them identify which business actions to focus on today, tomorrow and in the future. Mapped against the organisation’s existing initiatives, Horizons 2030 is helping to identify which initiatives need to start and which need to be expanded to ensure Bacardi achieves its BEST10 strategy. 

Finally, storytelling has inspired senior leaders’ hearts and minds to look beyond the tried and tested into the groundbreaking where true innovation can grow.


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