• In groups we trust

    As citizens lose trust in institutions across Europe and the US, they’re placing more faith in family, friends and other peers. This 'Community Spirit' trend is set to revolutionise the way households, living spaces and communities are organised, built and run.
  • Licensed to Trend | Director

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘THE DIRECTOR’ *

    The changing tone of Bond films can teach us about shifting consumer values and herald the benefits of ‘soft research’, writes William Higham

    As a consumer futurist, my job is to predict how consumers’ behaviour and needs are likely to evolve. As a result, I’m always […]

  • Meet the Recession Generation | Director

    * THIS ARTICLE BY WILL FIRST APPEARED IN ‘THE DIRECTOR’ *

    “Teenagers. We know what they’re all about. Like we were at their age, they’re carefree, hedonistic, impetuous, cutting-edge idlers. Like a cooler version of Harry Enfield’s character Kevin The Teenager, right? Well no, not most of today’s teenagers,” says Will Higham. “They’ve strayed far from […]

  • The Mate Escape | Huffington Post

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘HUFFINGTON POST’ *

    According to the UN, today (30th July) is ‘International Friendship Day’. So what better time to look at one of the biggest trends in Britain: the growing importance of friendship.

    From festivals to social media, we’re spending more time with our friends. A growing number of […]

  • Pricing model trends | Director

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘THE DIRECTOR’ *

    I read recently about a vending machine Coca Cola introduced in Spain for its Limon Y Nada lemonade. On the outside a standard machine, what makes it unique is its pricing. At temperatures less than 26°, a can costs a regular 2 euros. But when […]

  • Let’s sort out our generations | Huffington Post

    * THIS ARTICLE BY WILL FIRST APPEARED IN ‘HUFFINGTON POST’ *

    Teenagers today are probably the most observed and analysed generation ever. So it’s ironic that we’re unable to come up with a definitive name for them,” says Will Higham. “Not one that refers to their parents or elder siblings. Nor one that changes weekly. But […]