Abstract:

Shaping the Future might at first glance seem to be a study of macro forces and trends. Nevertheless, its objectives were much more challenging. We set ourselves the challenge not just of finding new frames of reference to consider the future, but also to impact upon our client in such a way that it might consider itself the primary actor in creating its own future. We worked on five fields: Demography, Urbanism, Channels, Socio-Cultural, Technology, and we established the principal trends within them that impact on consumers and companies. From there, we defined business success drivers to facilitate our client's actions towards its future. And finally, from these success drivers, we defined the five key skills necessary to take them forward.