About me.
I'm a culturally curious writer, futures consultant and strategist. I do lots of things, but mostly I forecast consumer trends.
This could mean working with Google to identify the latest Gen Z subcultures, consulting with Bumble to leverage next-generation dating insights, or working with Amazon Studios to spotlight the stories, genres and characters tomorrow's audiences want to see. Other brands I've worked with include: Nike, Facebook, Chipotle, Spotify, Diageo, BMW, Vans, IKEA and Depop.
My expertise tends to lean towards youth culture and lifestyle – this covers: Generation Z, gender & relationships, media & entertainment, travel & hospitality, wellbeing, food & drink, nightlife and community.
I'm also a freelance writer. I've written about community tourism for Design Hotels, sustainability for SPACE10, retail for FRAME, youth culture for WGSN and much more.
Experience
Until 2022 I was the deputy foresight editor at world-renowned futures consultancy The Future Laboratory, where I spent 5+ years driving the company's trends intelligence arm and consulting for leading brands across a wide range of industries.
I've 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, I've presented to key clients, at industry events and on panels around the globe.
In 2020, I 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. I was also named one of Significant Insights' 30 Under 30 in 2021.
Fiction
I write fiction and I'm currently working on my second novel, after completed writing courses at City University and Raindance. For publishing enquiries please contact Hannah Sheppard at DHH Literary Agency.