Foresight

This issue of What the Future explores how brands can thrive in a world driven by AI amid declining trust by mastering attention and creating meaningful connections with communities.

How do you scale or consolidate niches into mass? We talk to Kyle Watson, chief brand officer of the fast-growing energy drink company, Celsius.

Media and creators’ thirst for attention is nurturing the growth of conflict entrepreneurs who are driving disinformation and shaping public opinion. Here are ways credible research can neutralize their influence.

Amanda Ripley, journalist and author of “High Conflict,” talks us through how brands can maintain trust when AI and disinformation flourish.

How can brands hold positive consumer attention in contexts they can’t control? USC’s Jeffrey Cole says with strategic preparation and authenticity, brands can thrive amid digital disruption.

What do opinions about today’s tensions say about tomorrow? We plot several possible futures, from using screens for work or pleasure to the trade-offs we make for content or privacy.

Traditional family demographics are changing, and businesses must adapt to new consumer behaviors and family-based marketing if they’re going to succeed in tomorrow’s marketplace.

Life stage shifts, demographic disruptions and changing views on family itself will shape tomorrow’s economy and society. What the Future Editor Matt Carmichael digs into the brand implications.

Brands must prepare for how tomorrow’s social and familial shifts could intersect with technological change and financial pressures. Ipsos Strategy3’s Matt Palmer explores potential pivot points.