At BoF VOICES 2021, Futurists Martin Raymond and Christopher Sanderson examined the series of fast-paced changes that will dominate the wider world in the coming decade — and advised on how brands must adapt. The world is at the beginning of an era defined by the emergence of fast-paced change at a never-before-seen scale, Martin Raymond and Christopher Sanderson, futurists and founders of The Future Laboratory consultancy said to a rapt audience at BoF VOICES 2021. They dubbed this moment the “Transformative Twenties.” The pandemic’s shock and subsequent shifts are just the beginning. A series of radical resets driven by new technologies, climate change and shifting demographics will require businesses to become more agile and flexible to keep up with the pace of change. Individuals will demand more sustainable, equitable and decentralised societies. Amid all this change, the dynamic between brands and their customers has already moved away from being purely transactional to focusing on collaboration and candour as the key tenets of a business model in flux.
“We are moving through a decade in which we are proactively looking for the businesses, the brands, the products, the goods and the services that will help us on our journey to become healthier, wealthier and happier,” said Sanderson.
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