Futures Our Futures team is made up of innovation specialists, trend researchers and creatives, who immerse themselves in the now in order to help understand and create what’s happening next. We zoom out laterally, looking outside briefs, brands and categories. We zoom out chronologically, moving backwards and forwards in time to uncover culturally provocative and future-focused thinking, foresight and trends. We identify, make sense of, and create trends - trends are the shapes and trajectories that emerge when we join the dots between different data points. We pull together cross-category insights -- focusing on the emergent, disruptive and new -- to build a picture of the direction of change. GO BACK Sign up with your email address to receive news and updates. SIGN UP We respect your privacy. ACCREDITATIONSTERMSPRIVACYCOOKIES By using this website, you agree to our use of cookies. We use cookies to provide you with a great experience and to help our website run effectively.