Holly Friend Senior Foresight Writer | The Dots

Holly Friend

Senior Foresight WriterLondon, United Kingdom
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Holly Friend

Senior Foresight WriterLondon, United Kingdom
About me
Highly curious trend researcher, writer, presenter and storyteller. Obsessed with consumer behaviour and an expert in the future of youth culture, travel, luxury and entertainment.
  • Youth Futures 2019Who are today’s teenagers? As we edge closer to a new decade, brands that wish to be part of Generation Z’s intimate networks must re-evaluate what identity means in the digital era. Brands can no longer rely on a URL to find this generation. The Future Laboratory's 2019 Youth Futures report examines the ways they are using the online and offline worlds to create multi-faceted analogue selves. This report will help your brand to demystify the world’s largest generation in an age of virtual exis
  • A novelI'm currently working on a novel about young women, social media and digital revenge.
  • Youth Futures 2018Teens are in a state of flux like never before. Bombarded by distractions and dissatisfied with the world they have inherited, their tolerance of society’s failures is wearing thin. But rather than succumbing to passivity, Generation Z are intent on setting a new activism-inspired agenda. This Youth Futures report reveals a macrotrend that will allow your brand to harness the sensible mindset of the younger generation, helping them on their quest to redefine teenage rebellion. It is packed with
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Projects credited in
Work history
    Foresight WriterThe Future Laboratory
    London, United KingdomFull Time
    Trend forecaster and cultural expert in the future of the Youth, Travel and Luxury sectors. Client projects and presentations include Vans, Spotify, Lacoste, Urban Outfitters and Nike.
    Junior Creative ResearcherThe Future Laboratory
     - London, United KingdomFull Time
    At The Future Laboratory, I’m a intrinsic part of the team for LS:N Global, where I research, pitch, write and visualise content on a daily basis. As the resident expert for the Travel & Hospitality and Youth sectors, I lead the ideation, writing and visual identity for all content within these areas and attend trade shows such as ITB Berlin as a representative for the company. I previously managed the Need to Know section, which brings a high volume of traffic to the website, for one and a half years, and I now identify the future consumer, micro and macro shifts and emerging markets across industries.
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  • Copywriting
  • Research
  • Strategy
  • Consulting
  • Visual Research
  • Presenting
    Introduction to AnthropologyGoldsmiths, University of London
     - London, United Kingdom
    Study abroad - Fashion ManagementFashion Institute of Technology
     - New York, United States
    Spring 2015 Exchange Program Modules and Grades: Fashion Journalism – A, The Business of Fashion Styling – A, Creative Fashion Presentations – A, Creative Writing – A
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    Introduction to AnthropologyGoldsmiths College
    A short course in Anthropology, studying the origins of humanity.