Victor Houghton

Southend on Sea, United Kingdom United Kingdom

Head of Knowledge

I recently asked all of our trends partners - those companies we pay to provide us with their interpretations of current consumer and society trends - what is the point of making predictions if many of them turn out to be wrong? An amalgamation of their responses would be: it's not the prediction that's important, but understanding the steps that lead you there. This simple but valuable lesson is what's made our in-house macro trends perspective so brilliant. Unencumbered by a generic view that our trends partners, by their nature, must stand by, Publicis' Knowledge & Trends department has been able to provide plausible scenarios of the consumer mindset for the next generation. Long...