Lydia Caldana

Lydia Caldana

Brand Strategist, Trend Researcher and Consumer InsightsNew York, United States
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Lydia Caldana

Lydia Caldana

Brand Strategist, Trend Researcher and Consumer InsightsNew York, United States
About me
☞ Always open for a chat: lydiacaldana@gmail.com ☞ Temporarily between São Paulo and New York City. ☞ Decolonizing and demystifying foresight and strategy at www.lydiacaldana.com/futureresources ☞ Foresight Strategist / Cultural Researcher / Futures Decolonizer / Speaker / Writer / Academic I am a Brazil-born and NYC-based brand strategist, trend forecaster and consumer insights analyst with 7+ years of experience in market research, strategy and innovation. I identify emerging behaviors and technologies that guide macro shifts in society to help brands navigate change and develop long-lasting relationships with consumers. I also run Future Resources, an open online platform for womxn in foresight, strategy and innovation. Working on strategic projects that answer "What is the future of ...?", my research, analytical and forecasting skills are applied to a series of clients with various challenges, ranging from UN-Habitat to Google, Nike, Johnson&Johnson, AB InBev, Unilever, Netflix, Microsoft, Whirlpool, Diageo, among others. I have led end-to-end consumer insights projects within the US, UK, Brazil, France, Colombia, Argentina, Chile, Mexico, India, Philippines and South Korea. I produce detailed brand recommendations, zeitgeist analyses, business opportunities maps, semiotic analysis, trend reports through inspiring storytelling. I also conduct consumer and client workshops, online and offline ethnography, expert interviews, desk-based research, user experience journeys, quantitative research, among other methodologies. I currently pursue a Master's degree in Liberal Studies (Global Urban Futures minor and Gender and Sexuality Studies certificate) at The New School. ☟ Core focus: technology / generational behavior / innovation / company culture / sustainability / gender & identity / LatinX Extensive global work experience, collaborating constantly with UN-Habitat, The Future Laboratory, Irregular Labs, Protein, Virtue, Refinery29, Collider Lab, Bloom, Box1824, Yöne (Aurora3), Nexo HW, Flag CX, Questtonó NYC, Mesa Company, YOUPIX, The Grid, Eixo, etc.
Projects
  • Speaker at The Future Laboratory's Media & Youth Futures 2020 Event
    Speaker at The Future Laboratory's Media & Youth Futures 2020 EventSpeaker at The Future Laboratory's Media & Youth Futures 2020 Event alongside Kathryn Bishop, Martin Raymond, Christopher Sanderson, Holly Friend, Tamseel Hussain and Tarek Ziad.
  • "Reformation Zine", by The Future Laboratory
    "Reformation Zine", by The Future LaboratoryCollaborated with the Reformation zine (about Gen Zs). Read it here: https://indd.adobe.com/view/28f9f7d0-1517-4a91-9ca6-e4fba943c538
  • Non-Obvious Diversity Summit: Toward the Future Normal: Futurists Share Diversity Predictions
    Non-Obvious Diversity Summit: Toward the Future Normal: Futurists Share Diversity PredictionsDespite market and cultural predictions for diversity and inclusion, we don’t have to be passive recipients of what the future brings. In this panel, a group of pioneering futurists discuss their predictions, along with the role we all need to play in carving out an equal future for everyone. This interview is part of the Non-Obvious Beyond Diversity Summit, an ambitious gathering of more than 200 experts and visionary speakers working across industries to help build a more diverse and inclusiv
  • Article at LS:N Global / The Future Laboratory
    Article at LS:N Global / The Future LaboratoryArticle about Gen Z and intersectional environmentalism. https://www.lsnglobal.com/big-ideas/article/26199/the-youth-voices-of-intersectional-environmentalism
  • Article at LS:N Global/ The Future Laboratory
    Article at LS:N Global/ The Future LaboratoryOp-ed piece about Brazilian marginalized communities and what they're teaching brands about resilience. https://www.thefuturelaboratory.com/blog/brazils-communities-are-teaching-brands-a-resilience-lesson
  • Future Resources
    Future ResourcesA collaborative go-to source for the curation of foresight industry events, female talent and information exchange. Created with the aim to help womxn navigate the foresight industry by centralizing crucial information, Future Resources works as a horizontal tool for knowledge sharing, community building and networking. ​ Womxn of all colors, sizes, places of origin, sexual orientations, gender identity and backgrounds are invited to contribute to the tool. There is no 'right' or 'wrong' and w
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Work history
    WGSN logo
    WGSN logo
    Senior ConsultantWGSN
    United StatesFull Time
    I
    I
    Brand StrategistIrregular Labs
     - United StatesFreelance
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Skills
  • Trend Forecasting
  • Brand Strategy
  • Qualitative Research
  • Consumer Insights
  • Innovation Strategy
  • Storytelling
  • Presenting
  • Public Speaking
  • Podcasting
  • Consumer Research
Education
    T
    T
    Gender and Sexuality CertificateThe New School
    New York, United States
    T
    T
    MA Liberal StudiesThe New School
    New York, United States
    While pursuing a master’s degree in Liberal Studies, I am also obtaining: - a Gender and Sexuality Certificate; - a Global Urban Futures Minor (Smart Cities); - experience with research at The SexTech Lab, an interdisciplinary/psychology lab that works at the intersection of gender, sexuality, culture, technology, AI, ethics, social justice, and intimacy.
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