Taking a stand on important emerging issues, offering perspectives to help unpick the meaning of the big shifts and digging deeper into what they mean for businesses and consumers.  

The holiday season is a time when luxury is pushed to the foreground. But to thrive, luxury brands need to pick up the speed of innovation, while changing their expectations about the future of ...

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  In the second of two posts, Futures Company Youth Insights Director Rob Callender argues that the LGBTQ community in the US is a leading edge market worth close to a trillion ...

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When researching orientations, lives matter more than labels Rob Callender writes: For years, most research studies have inferred that lesbians, gays and bisexuals make up about 5% of the total ...

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Earlier this year we were invited to contribute a short essay to the BrandZ Top 100 Global Brands report [pdf] earlier this year. We're re-posting it here. Andrew Curry writes: If businesses don’t ...

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Andrew Curry writes: I spoke recently at Platforum's Retail Services Conference in London, on changing consumer expectations in the sector. The Futures Company's view of this is shaped strongly by our ...

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Rob Callender writes: The media landscape continues to evolve rapidly, but even as Millennials soak up most of the attention Centennial teens are quietly driving many of the changes. We’ve been ...

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Jeremy Sy and Elijah Johnston write: Ten percent and rising (Part 1 of 2) In Part 1 of this post, we wrote about how the role of Indian women, as agents of change and as consumers, is growing as a ...

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Jeremy Sy and Elijah Johnston write: Indian women account for nearly a tenth of the world’s population, which represents a large and increasingly important market. To be successful, companies need to ...

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Our parent company, WPP, runs an annual thought leadership competition for all of the companies in the group,  named after the Greek orator Atticus. There are categories for Advertising, Branding and ...

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