2020 – not quite the vision we had in mind. With the world having tipped upside down, the need for brands to future-proof their strategies is stronger than ever.
But how do you plan for the future when most consumers are poor at describing their own behaviours, and even worse at predicting the future?
To define the macro trends to be expected in the next 18 months across the UK, US and China, we look to the Changemakers, otherwise known as early adopters, progressive consumers, influencers, or ‘hipsters’ – the consumer group that drives change.
The full report, a collaboration between Opinium and The Akin, can be found here: