Lydia Caldana is a global brand strategist, trend forecaster and consumer insights analyst. She identifies emerging behaviours and technologies that guide macro shifts in society to help companies, governments, disrupters and brands navigate change, be in charge of a more sustainable, inspiring and tech-solutioned world, and develop long-lasting relationships with consumers.
Her work is rooted in ethnographic and forecasting methodologies. Working on strategic projects that answer "What is the future of ...?", her research, analytical and forecasting skills are applied to a series of clients with various challenges, ranging from UN-Habitat to Google, Nike, Johnson&Johnson, AB-Inbev, Mastercard, Unilever, Uber, and Netflix.
Lydia works closely with market research and trend forecasting consultancies and agencies around the world, including The Future Laboratory, Protein, Refinery29, Questtonó, and FlagCX. At Box 1824 she was Manager of Futures Department. Her independent work is centered around promoting decolonising and democratising the foresight and strategy industries through her womxn-focused platform, Futures Resources. Her career includes lecturing, public speaking, academic research, brand consultancy, writing and content creation. Currently, she is a master's student at The New School, focusing on Gender and Sexuality studies, and on The Future of Urban Living.
'Forecasting for the other billions'
Born in Europe and popularized in the West, trend forecasting and strategic foresight focus on the issues and solutions of the developed economies. However, as the hegemony of Western power decreases, new light shines on the other billions of peoples that have been overlooked in terms of culture and market relevance: the Global South. With projections signaling the size and importance of these diverse populations, the time to start shifting attention and investments is now... more >
Thursday, September 10, 14:50 - 15:40