Welcome to Futurescape
The year is 2030. The country is getting older but behaviours are getting younger. Traditional targeting - once the bedrock of marketing - is no longer fit for purpose. Content reigns supreme as old definitions of media fall to the wayside. TV ads are supercharged. Everything is retail media.
This is the power and the purpose of Futurescape - to transport you to the turn of the decade and beyond by unearthing the attitudes, innovations and media shifts that will shape the years ahead.
It isn’t a vision.
It isn’t a manifesto.
It’s an in-depth exploration of what’s to come.
It’s your ticket to understand the landscape of tomorrow and what it means for your business.
It’s an invitation to press pause on the daily micro changes that engulf our attention and look that bit further ahead.
Our aim is to equip you with the insight to embrace the possibilities of a fully digital, AI-enabled media landscape where content supersedes channels. By making sure your business is future fit, you’ll be in the best possible place to harness the changes to come.
To do this, we have spoken to over 40 leaders from advertisers, agencies, media owners and tech firms to understand their big bets for the future and how trends already in motion will play out.
We have embarked on new and original forecasting to provide a future-facing barometer of ad spend and audience behaviour.
And we have mined existing research from a wide range of sources to decode the direction of travel and build a comprehensive picture of how we’ll live, connect, shop, watch and create in the 2030s - and what it means for you as marketers, planners and media owners.
Futurescape explores 11 key shifts that will define how we advertise in a digital-native future, with each section providing practical recommendations to consider and action today. We will be continuing to build on this insight to ensure you are equipped with the insight and expertise to thrive as the world changes.
Explore Futurescape Download Intro to Futurescape
