Katie Baron is a London-based writer and futures director who covers brand strategy, innovation & trends. Mining the intersections of consumer behaviour, creative commercial enterprise, and emerging tech, she’s been reporting for Forbes since 2018, outlining “predictions for a
SNTIENT: A Sci-Fi Storytelling Platform For Future Curious Brands
Progressive brands must imminently consider their role in a human-tech future. New transmedia storytelling concept SNTIENT presents a compellingly creative route in.
How Brands Can Thrive In 2025: 9 Trends And Strategies For The Year Ahead
What are the brand vibes for 2025? From underconsumption and strategic indulgence to resilience-centering retail and ‘joy divisions,’ here are 9 ways for brands to thrive in '25.
Prestige XR: Xydrobe + Dr. Barbara Sturm’s Immersive Beauty Odyssey
Immersive VR company Xydrobe’s concept with cult aestheticican Dr. Barbara Sturm reveals how XR can deliver escapism and be an emotional primer for physical experiences.
Pirelli Enlists Prince Gyasi For Radically Reincarnated 50th Calendar
Once infamous for its ‘soft porn for the C-suite’ ethos Pirelli’s 50th calendar by Prince Gyasi is a radical Afro-Surrealist reinvention, rippling with lessons for brands
One Year Of Woo: Redefining Gen Z Wellbeing Culture
This week, ITV’s online platform Woo – an experimental blend of retail and media striving to redefine how Gen Z accesses and imbibes wellbeing – turns one. From demystifying sex lives and sober clubbing to healing pop music, founder & CEO Stephen Mai reveals what’s working and where it’s going next.