🏆 2023 BIBA® Non-Fiction: Sociology Winner!

The Future Normal: How We Will Live, Work and Thrive in the Next Decade

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🏆 2023 BIBA® Non-Fiction: Sociology Winner!

For the past decade, Rohit Bhargava and Henry Coutinho-Mason have been on the front lines of exploring the global forces shaping our future normal through their work independently leading two of the most successful trend consultancies in the world: TrendWatching and the Non-Obvious Company.

From donning full body haptic suits to sampling cultivated meat, their work has taken them into cutting-edge labs, private testing facilities, and invite-only showcases across the world. Now for the first time, they are teaming up to share a uniquely eye-opening vision of the future unlike any other.

Across thirty fast-moving chapters, The Future Normal spotlights dozens of ideas and instigators who are changing the world. From biophilic skyscrapers to generative AI, these stories offer an optimistic yet deeply human view of the next decade. Along the way, we also tackle some of the biggest ethical and societal questions raised by all this progress.

In this book, you’ll read about the ideas and instigators that are bringing about new ways to satisfy our fundamental needs and wants, changing not just their industries but also transforming our wider culture and society.

These are the stories of the future normal, and they are coming sooner than you think. For anyone looking to get ready, this book will empower you to seize the opportunities that lie ahead in this crucial decade.

Rohit Bhargava is a leading authority on marketing, trends and innovation. He is the founder of the Non-Obvious Company and is widely considered one of the most entertaining and original authorities on marketing disruption and innovation in the world. He is the #1 WSJ and USA TODAY bestselling author of eight books on topics as wide ranging as the future of business, building a human brand with personality, and how to create a more diverse and inclusive world. Rohit is an Adjunct Professor at Georgetown University and writes a monthly column for GQ Brazil. He is married and lives with his wife and two boys in the Washington DC area, loves the Olympics and actively hates cauliflower.

Henry Coutinho-Mason is one of the world’s leading authorities on consumer trends, having spent a decade as the managing director of TrendWatching. He is the author of Trend- Driven Innovation and has given more than 100 inspiring and practical keynotes and workshops in 30+ countries, to the world’s biggest brands including J&J, Calvin Klein, Mastercard, the Tata Group, and many more.

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