Putting people and culture back into the future

Visions of the future these days tend to focus on uncertainty and chaos, with technology in a key role. Brands need to put people and culture back into those futures in order to connect with consumers.

Adam Chmielowski, Annie Auerbach

VUCCA has a lot to answer for. The 'volatility, uncertainty, chaos, complexity, ambiguity' model borrowed from military strategy and imported into the business world has become shorthand for 'the future's scary, keep up or be doomed'.

It encourages a certain vision of the future, one based on constant churn, instability, and the primacy of disruption.

But it narrows our perspective on time. It makes it feel as if this moment of change...

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