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A good day out of the office dear? –
Article by Will in The Economist

“The traditional office environment, where a set number of salaried employees work 9-5 in fixed silos, is starting to feel increasingly at odds with the contemporary world,” says Will Higham. “External technological, economic and social trends have changed employees’ attitudes towards and expectations of the workplace. … The office as we know it developed in the 19th century as the …

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Old is the new young –
Article by Will in Ad Week

“Under a barrage of internal and client demands, it’s hard for us not to fall into shorthand approaches sometimes: for instance, when targeting different age groups,” says Will Higham. “But it’s time for a wake-up call. Standard age-related targeting can’t be relied on any more, thanks to a new social trend: flip-flop generations. Many adolescents today are acting in ways …

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2016 will be Year of Tech/Life Balance –
Article by Will in Director

William Higham makes his 2016 predictions and says that UK consumers will increasingly reject tech in favour of traditional in the year ahead, creating new opportunity for businesses “For Britons, 2016 will increasingly be about balancing the technological with the human. We’ll continue to enjoy technology that gives us greater control over entertainment, purchasing, consumption, our work and personal lives. …

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will PROG ROCK be THE NEW FOLK –
ARTICLE BY WILL IN HUFFINGTON POST

“Why might we be about to resurrect this genre that taste forgot?” asks Will Higham. “After all, mainly thanks to punk, prog is held up as the epitome of ‘uncool’, with its sci-fi and fantasy lyrics, long greasy hair and double denim. Well, interestingly, a new young generation is coming up that actually embraces many of the things that punks …

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New Interiors trends –
Article by Will in Utopia Kitchens

William Higham, futurist, author, and founder of trends consultancy Next Big Thing, gazes into his crystal ball to tell us what kitchens and bathrooms we’re going to want next year – and why …. “After years of looking back to the traditions of the past, we’re starting to get excited about the future again. No wonder, with yesterday’s science fiction …

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Meet the Recession Generation –
article by Will in Director

“Teenagers. We know what they’re all about. Like we were at their age, they’re carefree, hedonistic, impetuous, cutting-edge idlers. Like a cooler version of Harry Enfield’s character Kevin The Teenager, right? Well no, not most of today’s teenagers,” says Will Higham. “They’ve strayed far from our picture of the ‘traditional’ teen. A range of major polls show that today’s young …

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Can We Sort Out Our Generations? –
Article by Will in Huffington Post

Teenagers today are probably the most observed and analysed generation ever. So it’s ironic that we’re unable to come up with a definitive name for them,” says Will Higham. “Not one that refers to their parents or elder siblings. Nor one that changes weekly. But something that references the distinct era they grew up in, that sums them up – …

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Pride & Prejudice & Trends –
Article by Will in Director

“Today’s consumers are giving companies license to break down barriers, merge genres and create multi-sector products and services around their core strengths,” says Will Higham. “Companies should embrace the opportunity.” “Last month saw the release of ‘Pride and Prejudice and Zombies’. Based on a New York Times bestseller, the film tells the story of what might have happened if Jane …

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From Ownership to Access-ship –
Article by Will in ‘Director’

I sold my entire CD collection last week: 2,000 CDs. It was traumatic, but I couldn’t justify keeping them. Since the advent of iTunes all I’d done on buying a CD was remove the shrinkwrap, upload it to my computer then place it on a shelf. Since subscribing to Spotify last year, I’ve not even done that: I simply stream …

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Wooing the Saffys –
article by will in New Statesman

“A growing segment of British youth embrace traditional values and aspire to adult behaviour,” says consumer strategist William Higham. “They defy the notion that young people are “naturally” left of centre and into “youth” issues … “James is watching his favourite rock band. Dressed in black, he dances aggressively, his lip and eyebrow pierced, tattoo on his forearm. He might …