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Insights

Our Fragile Now

By Adam Tinworth

The certainties of the post-war economic and political order are now as historic as the World Wars themselves. How do we survive and thrive in a fragile now?
Navigating the Future: 5 Key Trends Shaping Digital and Human Experience

By Isabelle Ette, Isabelle Schnellbügel, Christopher Böhnke

With the world feeling ever more complex and chaotic, it's critical to stay focused on the underlying trends driven by consumers themselves – if you want to thrive in the storm
This is the end. Of our illusions.

By Martin Recke

It’s time to face a new reality and abandon some of our favourite illusions about politics, technology, and the economy.
This is the end. Embrace it.

By Adam Tinworth

It’s a fundemental truth of life – of existence – that things end. But those who are prepared for that can take advantage of what comes next.
Razor’s Edge

By Martin Recke

After chaos comes confusion, or even disorder. Are we living in a world on the razor’s edge? What’s the way out?
The time regimes they are a-changin’

By Martin Recke

Time has collapsed into the tyranny of the moment. There is no time for anything. We barely understand what’s happening.
Guessing Machines, Not Fact Engines: Why AI Isn’t What ‘Star Trek’ Promised

By Adam Tinworth

While Star Trek gave us the illusion of talking computers that provide accurate answers, today’s LLMs are guessing machines that generate responses based on probability rather than factual accuracy. Understanding this distinction is crucial.
Brandformance: Achieving Balance in Modern Marketing

By Maxi Versbach, Leon Nalic, Vincent Hirsche, Lilian Streicher, Dominique Brosch, Sandra Murin

Need to both drive short term revenue and continue strategic brand development? Brandformance might be just the framework you need in challenging times.
Big Tech, media, and democracy

By Martin Recke

In times of a unique combination of political, economic, technological and media dominance, do we have to choose between tech and democracy?
Is AI the new digital?

By Martin Recke

Generative AI, or general intelligence, is a paradigm shift that will fundamentally restructure the inner workings of digital computing. A new round of IT growth is likely to emerge.
What will the office of 2030 look like?

By Adam Tinworth

Both technological and demographic trends are reshaping the way we work — and who is available to do that work. Time to start preparing.
Doing business in the permacrisis

By Adam Tinworth

The re-election of Donald Trump reminds us that the bonfire of the incumbents is ripping through our political systems. Will our businesses be the next victims of the permacrisis?
Rebranding Love Brands

By Elisabeth Göbl, Alain Sama, Sandra Graggaber, Isabel Neumann, Lilli von Pressentin

Guiding iconic brands through change
2024’s most energising insights from our digital futures

By Adam Tinworth

We published dozens of insights into future trends in 2024. Which ones caught your imagination? It’s all about AI, politics, and the merger of physical and digital…
How the Big Tech oligarchy came to power

By Martin Recke

It took decades for Big Tech to rise and become the oligarchy it is today. Is it too late to prevent it from destroying democracy?
CES 2025: less automotive, more AI

By Roland Mayr

AI was clearly the dominant theme at CES 2025. Products become smarter, and humanoid robots are a thing now.
The most important NEXT Insights of 2024

By Adam Tinworth

What caught your attention in 2024? The distant future of AI, the increasing pushback against the smartphone — and the global impact of the permacrisis and Amazon. It’s a glimpse into a complex world…
Festive media recommendation from NEXT Conference

By Martin Recke, Monique van Dusseldorp and Adam Tinworth

Make the most of the festive period with some great reading and listening recommendations from the NEXT team
In 2025, we’ll be learning to rewild our lives and our relationships

By Adam Tinworth

Lockdown forced us into digital social lives. In the years since, we’ve been rewilding our lives and our connection with each other. And that’s reshaping business.
The work crisis

By Martin Recke

Work is a huge part of our lives and societies, but it is in a deep, fundamental crisis. The reasons are manifold and erode the dignity of work. It’s time to act.
The power of the quick fix

By Martin Recke

People know what they want, and they want it now. The quick-fix economy is on the rise. Brands are vulnerable, but not helpless.
Teens, social media and the parent trap

By Adam Tinworth

Today’s teens are tomorrow’s consumers, and the social media backlash is likely to reshape their relationship with digital services in ways we need to pay attention to.
NEXT24: Decentralise power structures to give society new energy

By Adam Tinworth

The internet is a decentralising technology we’ve used to centralise digital power. Can we unleash its full potential and reshape our society through decentralisation?
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