Foresight

Whether people adopt AI tools will depend on whether they solve people’s problems. Trevor Sudano, a trends and foresight lead at Ipsos Strategy3, imagines one potential job for AI to solve for people.

Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD) envisioning a powerful and plausible scenario about gender through strategic foresight.

Latha Sarathy, executive vice president of analytics, insights, and measurement at SeeHer ANA, a division of the Association of National Advertisers, explains how changing attitudes about gender could fundamentally shift the marketing and media ecosystem.

With easier and more accessible customer experiences, brands can offset the stress of modern motherhood, says Ipsos’ Sarah Morrow.

What feminism means to women — and society at large — is changing. Brands need to understand that diversity of perspectives among women, says Ipsos’ Mercedes Bender.

Economist Ariel Binder explains why the narrative about “men in crisis” is exaggerated, and considers what the outlook on men in the workforce could mean for families and brands.

Erin Kane, agent for some of the biggest names in women’s sports, discusses how social media and NIL laws are changing compensation for athletes and brands.

When thinking about the future, marketers will need ongoing research to understand generational shifts on gender views, says Ipsos’ Matt Carmichael.

New research shows that careful brand messaging can broaden perspectives on gender issues. Ipsos’ Luke Nowlan explains what marketers can learn from this.