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are men in ads becoming idiots? –
interview with will in times of india

William Higham, a trend forecaster with The Next Big Thing, observes people’s behaviour for clients such as BSkyB and AOL.He points out ads have been reflecting a “flux” in the roles of the sexes since 1969 and Saatchi & Saatchi’s famous “pregnant man” ad. “Men in particular are suffering from a kind of identity crisis,” Higham says. “They are not …

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Craft is all the rage –
Interview with will in sunday times

William Higham, of trend forecasters Next Big Thing, calls it “traditionalising”, arguing that it’s not just about home accessories, but a renewal of interest in skills and crafts, utility, simplicity and formality: “Books and media on ‘lost’ crafts are more popular than ever. Fashion designers are focusing on tailoring and cut. Club promoters are adding cake stalls to their offerings.” …

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Experts predict the latest trends –
Interview with will in Holland Herald

“William Higham believes that the young are showing “old” behaviour patterns: “The younger generation now are risk-averse,” he says. “It’s a reaction against their parents.” With increasing choices within their grasp, women are becoming “amazons, not bimbos,” in the memorable words of leading trend predictor Li Edelkoort, while men are, “Figuring out their role now there are so many female …

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E-Reader Popularity –
Interview with will in Daily telegraph

William Higham said: “The over-50s are a vital part of any publisher’s audience. They are typically heavy book readers, and up until now they were staunchly traditional in their attitudes to reading. But these new figures show that they are beginning to embrace the electronic book.” … The growth of electronic books is closing the technology age gap as more …

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CELEBRITY SWIMMING LESSONS –
INTERVIEW WITH WILL IN METRO

‘These types of holidays are on the increase,’ says William Higham, founder of trends consultancy Next Big Thing. ‘Nature fitness holidays – running, cycling, triathlons – are also on the rise and, as we look at health as a holistic issue, of managing our overall health rather than just losing weight, holidays are being seen as the ideal time to …

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Enabling customers’ tech/life balance –
interview w/ Will in EU Business Review

William Higham, consumer futurist and founder of strategic consultancy Next Big Thing, says: “Customers are feeling overloaded (with data, work, activities and responsibilities) and have also seen how technology can provide efficiencies: as a result they will expect more efficient products and services across all sectors. Brands should make things easy to understand and simple to use; they should reduce …

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MEN IN ADS: HERO TO ZERO –
INTERVIEW WITH WILL IN CAMPAIGN

William Higham, a trend forecaster with The Next Big Thing, points out ads have been reflecting a “flux” in the roles of the sexes since 1969 and Saatchi & Saatchi’s famous “pregnant man” ad. “Men in particular are suffering from a kind of identity crisis,” Higham says. “They are not sure if they should be providing and not sure of …

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The office of the future –
interview with will in fast company

If you go to work every day in a soul-sucking cube, we have some good news. Office chairs that adjust to your body based on biofeedback. Walls that slide, shift, and change color according to worker needs. Three-dimensional printers that produce food and replicate office supplies. These are some of the possibilities in the “office of the future.” Plusnet, a …

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Planning for the free world –
Interview with will in Media Week

William Higham, founder of consumer trend analyst Next Big Thing, who also worked with thelondonpaper on Generation Free, says free is not just about value, but also convenience. He reports: “One thing that came out of the focus groups was the fact that free newspapers are easy to pick up – you don’t have to go into a news­agent.” … …