• Tomorrow’s households will be bigger & closer

    We’re about to experience one of the biggest shake-ups in household composition and behaviour in decades. Get ready for households to get bigger, as children stay home much longer and their grandparents move in. And more shared and 'live-work-play' spaces, thanks to greater focus on friendship, community and locality, alongside the growth of e-commerce and delivery services. Watch this (living) space.
  • 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.
  • Four easy ways to get ‘post-pandemic-ready’

    Thanks to the pandemic, many companies have spent much of the last year just dealing with the day to day. But as lockdown eases, it's time to start looking to the future. Here are 4 things any company can do to better prepare themselves for the post-Covid consumer landscape.
  • New year, new customer needs

    At the beginning of the year my inbox is full of articles telling me all about the trends for the year. ‘21 trends for 2021’ and so on. Some of these offer real insights. But I’d much rather my inbox was filled with ‘Needs for the New Year’. That I could really get behind.
  • 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…