Olivia Houghton

Olivia joined The Future Laboratory as a junior researcher in early 2018. Now, as Deputy Creative Foresight Editor, she is responsible for leading the creative development of LS:N Global. Her role is to ensure the platform’s written and visual content sets new standards for the digital communication.

Contributing regularly to publications including Vogue and Financial Times, and to industry events such as Cosmetics Business Live, Olivia is known as The Future Laboratory’s go-to expert for consumer trends in Beauty, Health & Wellness.

She is infamous for her nine-minute post-lunch naps, and for challenging her colleagues to a tennis match or two.

What drew you to the world of trends and foresight?

I was always known as the ‘why’ child in my family – right up until adolescence – but it wasn’t until university that I really had a feel for trends and foresight.

During my second year we had a module on trend forecasting and I was introduced to The Future Laboratory. While the company used to host a live project with my university, unfortunately this was paused for my class year. I was gutted, but it didn’t stop me messaging Head of People on LinkedIn every two weeks asking if there were any new job vacancies… And here I am today.

Which macrotrend or article is essential for LS:N Global subscribers to read?

Impossible question! But right now, I’d suggest Synchronised Care and Neo-collectivism. While every brand was once on a mission to become a digital brand, now every brand will need to become a wellness company, and these trends will provide you with the insights and tools to do so. Care, community, and connection are hugely important for brands to consider in 2022 and beyond.