Futures Feed

How can brands secure a new future of freedom?

Securing Freedom

Today, we live in a globalised world of largely open societies, which are creating a constant loop of data on each and every one of us. This is making us more connected and secure but, at the same time, more vulnerable. Brands have an important and exciting opportunity to design new products and systems that solve the tension of both protecting us, while ultimately offering us our individual and collective liberty.

In this latest Futures Feed – Securing Our Freedom – we explore five key themes of security today – across brands, organisations, cultures and environments – and the opportunities they provide to design a balanced future that, at once, protects us and sets us free.

Five key themes of Change

1. Agile alertness

Freeing us from the limits of static and fixed security systems to create discreet but agile safety when we are mobile.

2. Self-secured

Enabling personal security to help people take tangible ownership and control over their personal data and identity protection.

3. In caring hands

Developing empathetic, human-centred products and platforms to prioritise and arm our overall well-being.

4. Truth-telling

Cementing the idea of truth and transparency to establish long-term and dependable safeguarding in all areas of life.

5. Adaptive integration

Integrating the idea of security in the form of adaptability with the ability to change states in response to changing cultures and environments.

Introduction
Themes
What is the opportunity in this space?

- If we are required to give up our freedom for security, brands need to provide a new level of proof of transparency and personalised care in return.

- Brands need to redefine their roles in unifying and protecting community security and contributing to their inclusive and individual cultures.

- Brands should address the external and environmental factors influencing our longer-term futures to help build the foundations of a liberated, but secure, society.

This is just a taste of what the full Futures feed – Securing Our Freedom – has to offer. If you would like to access the full report or find out more, please get in touch below:

This is just a taste of what the full Futures feed – Securing Freedom – has to offer. If you would like to access the full report or find out more, please get in touch below:

Opportunity

Image credits from top to bottom of the page: HKU Design/Jip van Leeuwenstein, Read Yourself Better by The Wall Street Journal & Accessories for the Paranoid.

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Chantal Goodman
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Jamie Chalmers
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Lauren Vellek
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Paula Murray
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David Ramskov Hansen
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