20:20:20, provocative theories that create real controversy! This research presents some of the latest thinking surrounding our ever-changing industry. Theres something for everyone in this piece as the 20 predictions are applicable to a range of industry stakeholders. The content is fun, innovative and radical; and it aims to shock, amaze and spark discussion. Each theory has evidence and rationale which underpins it, but equally, each one has a degree of speculation and innovation. Its not designed to tell you things that you know, its designed to tell you things that you never thought would happen!