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MANILA, Philippines — This is the second part of a series of articles on Futures Thinking for Brand Strategy. This article shifts the focus from ‘what’ Futures Thinking is, to ‘how’ it applies to a specific demographic shift hitting the Philippines in 2030.
READ: 3 ‘futures thinking’ techniques to stay relevant in a changing world
If the transition from Millennials to Gen Z was disruptive to many brands, the arrival of Generation Alpha (born 2010-2025) will be a total transformation. By 2030, this cohort will begin entering the Philippine workforce, bringing a consumer psyche that is fundamentally different from any generation before them.
For brand leaders, staying relevant isn’t about better guessing; it is about building “anticipatory intelligence” that was referred to in the first article. (Link) This is the capability to use Futures Thinking to make informed decisions today based on possible future worlds that don’t exist yet.
