The Future Laboratory

Holly Friend is a trend forecaster and futurist obsessed with discovering anomalies in consumer behaviour. As The Future Laboratory’s senior foresight writer and in-house Generation Z expert, her work shapes the trends intelligence platform LS:N Global, including micro and macro trend reports, renowned Trend Briefing events and Futures Forums. As well as being quoted by The Guardian, The Times and Dazed, Holly also consults on projects for some of the world’s leading brands – from Spotify to Vans – and presents insight-packed keynotes at industry events around the world.