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Mapping the future

Creating Certainty

Societal upheaval has heightened people’s feelings of uncertainty...

In January 2018 we held a ‘Book Breakfast at Night’ to debate the strategies brands should employ to help provide optimism and reassurance, and create a more certain future. We started with a presentation from Richard Watson – future-thinker and author of Future Files: A Brief History of the Next 50 Years – who explored the diverse trends that are impacting the way the world is changing.

We also heard from a panel of high-profile client and agency experts, including:

- Tim Hulbert, Group Head of Brand & Insight at Barclays
- Meabh Quoirin, CEO of the Foresight Factory
- Grant Feller, journalist and brand storyteller
- Lyn McGregor, Global Head of Hall & Partners OpenMind
- Vanella Jackson, Global CEO, Hall & Partners

Richard Watson’s mind map (see below) highlighted the mega-trends and technologies of the next few decades, stimulating some fascinating questions around current events and possible future trajectories.


Mega trends and technologies 2017 - 2050


Watch here to learn about the three trends from the map that Richard believes is creating more uncertainty in the world.