Foresight

John Alvarado, U.S. chief brands officer for Suntory Global Spirits, explains how iconically American brands like Jim Beam can align with consumers to navigate social and political change.

Tom Sullivan, senior VP for small business policy at the U.S. Chamber of Commerce, explains the economic challenges facing small business owners today and how policymakers can support their success.

Ipsos experts share the host of questions raised by the changing American Dream for businesses to ask now to prepare for business tomorrow and into the future.

What the Future: American Dream reveals how to connect with consumers by understanding our changing American values and opportunities for financial services, technology, CPG and more.

Fans and fan communities are powerful cultural forces, creating a host of new questions and opportunities for businesses. What the Future: Fandom shares how followers and fan experiences will influence brands’ current — and potential — customers.

From diehards to bandwagoners, nine in ten Americans consider themselves a fan of something. That raises a host of questions today and tomorrow for brands and companies to consider, says What the Future Editor Matt Carmichael.

Ipsos Strategy3’s Matt Palmer explains how innovations and social expectations could transform fandom today and in the years to come.

Livestreaming platforms have made it possible for fans to go from passive consumption to real-time connection. Rachel Delphin, CMO for Twitch, thinks that shift will shape the future of fandom.

Ipsos Synthesio’s Jessica Barsky explains how savvy brands are using sophisticated listening tools to map cross-category fandoms — and create winning brand strategies.