The world is evolving at a rapid pace and becoming increasingly complex. Social tension, AI, technological transformation, and economic flux are just some of the forces changing how we live, work, connect and learn.
How do brands anticipate such shifts, and align their strategies to create meaningful experiences for their customers in tomorrow’s world?
Renowned futurist, Faith Popcorn, helped us understand this by sharing insights into the forces that are shaping the future.
The art and science of futurism
Faith's methodology is rooted in “applied futurism” – a practical approach to understanding future trends and their impact on brands and strategies. Faith shared her unique process of looking forward, 10 to 15 years, then back-casting to the present, and tracking the pace of change. This approach enables brands to anticipate shifts, adapt and align their strategies accordingly.
Key future forces
The rise of “people's pushback" and its effects on brands
Right now, we’re seeing a people power revolution – a shift in societal sentiment beyond political polarisation to aggressive advocacy, driven by a mix of societal tension, technological transformation, and economic uncertainty. There’s mass action on a global scale, where people are getting together and refusing to buy certain products. That’s why brands need to better understand the evolving mindset of the consumer and adapt accordingly.
The evolving role of women in global wealth and leadership
Women are leading a profound cultural transformation. They’re not just gaining ground – they’re redefining the future across business, politics, education, and innovation. So much so that $100 trillion in global wealth is expected to be managed by women in the next five years, while 80% of all purchases and buying decisions will be made by women in the future. Brands must recognise this “EVEolution” and cater to women's unique preferences.
Transforming human potential beyond biology
Technology continues to blur the lines between the digital and physical human self. Innovations such as Neuralink – tech that turns human thought into action – are only the beginning of enhancing human capabilities beyond natural biology. With limitless knowledge at our fingertips, it’s not going to be enough for us to be just human beings – we’ll need to be enhanced human beings.
Faith Popcorn's talk was a powerful reminder of the importance of preparing for what the future might hold. By embracing an optimistic view of the future, we can collectively navigate change and align strategies to create meaningful experiences for customers, now and in the future.
Reach out to us and let’s shape tomorrow, today.
