Ten Forecasts for the Next Decade. Part 2 : Looking Ahead.

Rishad Tobaccowala forecasts ten significant changes that will shape the next decade. The future will see a shift from a demographic to a psychographic focus with brands and businesses transforming from being sellers of products to shapers of experiences that meet the emotional needs of their customers. Climate change will continue to be a major concern with businesses partnering with sustainability experts resulting in increased investment in green initiatives. Technology will continue to accelerate with 5G adding to the opportunities for automation, augmented reality and the Internet of Things, resulting in the creation of more personalized and efficient experiences. As more jobs become automated, reskilling and education will become critical to a successful future. AI and machine learning will continue to transform the way we live and work, making it imperative to create machines that are trustworthy and help us make better decisions. Healthcare will shift from treatment to prevention with the investment in digital health and a more holistic health approach. The financial system will become more inclusive providing opportunities to those traditionally excluded from the market. We can anticipate increased regulation of big tech and increased focus on data privacy. Finally, a new kind of leadership will emerge, requiring leaders to have empathy, vulnerability and a willingness to learn and change.