deputy foresight editor

Holly Friend

Holly Friend
Holly Friend is a trend forecaster and futurist obsessed with 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.Abi joined The Future Laboratory in late 2019 and writes across LS:N Global, including the daily Need to Know section. She has a background in fashion and continues to track industry shifts relating to sustainability and digital innovation. As well as leading the Fashion sector, she also contributes regularly to the Youth and Media & Technology verticals.
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