The first report in our new report series is here: Transforming Travel Brands For Tomorrow’s Travellers.
A bit about Fellow Futures – looking at the world today, two needs stood out for us.
The first is for optimistic imaginations of what the future could hold, because right now, it can feel far easier to picture decline than flourishing.
Echoing Anab Jain at Superflux, “when people can tangibly feel that positive futures are possible and plausible, they will enact them”.
The second is for practical provocations that help brands and leaders act on those imaginations with clarity and confidence.
Only 1 in 4 people expect the future of the world to be better (Wunderman Thomson, 2024) and 62% expect businesses to manage both the creation and societal impacts of their innovations in order to trust them (Edelman Trust Barometer, 2024), but people reward brands they trust (Edelman, 2023).
Fellow Futures is our answer.
Our team is bringing a new bi-monthly report series designed to expand horizons of business possibility and give brand leaders prompts to navigate uncertainty, covering:
Trend audits of shifting behaviours.
Systems and cultural analysis across politics, economics, society, technology, law, and environment.
Speculative scenarios that map possible, plausible, and probable futures, and make them feel more tangible today.
Our philosophy and inspiration:
Creativity is future-building → We’re driven by creative thinking and questioning as key for innovation and progress; a way to connect ideas in new and meaningful ways.
Imagination needs rigour → Futures aren’t fanciful; they must be grounded in the forces shaping our world: political, economic, social, technological, environmental, and legal.
Positive futures are actionable → Tangible visions of better futures inspire people to enact them. We conclude our reports with practical provocations for brands.
Inspiration, not coercion → Change doesn’t come from pressure alone – our provocations are intended to give people a reason to look forward to creating better futures.
By weaving together foresight and design, we provoke to widen the frame, ask fresh questions, and take steps toward preferred futures where people and businesses can flourish.
Futures are best shared in groups, so join our webinar where we’ll explore the report’s findings and what they mean for the future of travel brands.
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