• 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 […]

  • 18 Trends to Transform 2018

    I look at the key trends likely to impact business in the UK and Europe this year. Trends that will transform the business environment - and offer growth opportunities for curious and ambitious companies across sectors.