About me.

Holly Friend is a writer, author and trend forecaster. Her work focuses on uncovering the future of youth culture, travel and media & entertainment, and she's fascinated by Generation Z subcultures, the complexities of modern relationships and the way social media is shaping us.


Holly joined futures consultancy The Future Laboratory in 2016, where she has risen from a picture researcher to deputy foresight editor and consults for some of the world's leading brands, from Vans to Diageo. Formerly, she wrote travel trends for WGSN, after graduating from the University of Westminster and the Fashion Institute of Technology in New York.

Holly's been quoted as an expert on meme culture for The Guardian, dating apps for Dazed and positive singledom for The Times. A confident and engaging speaker, she's presented to key clients including Google, Reebok, Viacom and BMW as well as at global industry events.

In 2020, she joined ITV's Studio 55 Ventures incubator scheme and developed a media start-up for 16–24-year-olds to sit within ITV, supported by Founders Intelligence. She was also named one of Significant Insights' 30 Under 30 in 2021.


Holly has written a debut novel about young women, Instagram and e-revenge and is now working on her second novel. She has completed a Novel Writing course at City University and Screenwriting at Raindance. For enquiries please contact Hannah Sheppard at DHH Literary Agency.


Email - hollyevafriend@gmail.com

Tel - +447794800281

Instagram - @hollycurls