How To Future Proof Everything: Part I

I live in a video games reality. In fact I've been living in it for 30 years. I grew up in a time where analogue tapped out on the mat and digital swooped in. A bit like when Scotty 2 Hotty (yeah, you know) got chokeslammed by Kane. The metaverse; though still being fought out, seems like it's the place we should be, but somehow can't make the connection without a pandemic. Weird. No one has figured out interoperability yet, but they should have by now and it's embarrassing. But not for me because I dogfood. A lot. I built product market fit for NAK3D on it. (See my article about dogfooding from years ago). It's not an exact science if you want to know what the future holds, but it's a damn sight better than listening to some old coot talk about their son (it's usually a male talking about a male) playing Candy bloody Crush.

Meanwhile, climate anxiety, technological disruption, and a constant race towards innovation, the idea of "futureproofing" is both ubiquitous and elusive. Everyone from governments to corporations to individuals is attempting to shield themselves from an uncertain future. But are we really preparing for what’s ahead, or are we just slapping temporary solutions on systemic problems? From the hollow promises of the circular economy to the confusing buzz around personalisation versus customisation, it’s time to dissect what it truly means to futureproof—and who’s really leading the way.

The Circular Economy: Hot Air and Greenwashing?

At the forefront of many futureproofing conversations is the circular economy, championed by the likes of foundations who call plastic recycling "bullsh*t" (chill bro, we got u the first time) and others who just post videos and cry, do conferences and network, collect likes but seldom action their truth. But while the concept of reusing, recycling, and reducing waste sounds noble, the reality often feels like little more than window dressing for larger systemic issues. Consider the irony of flying across the world to a climate summit where experts tout the virtues of recycling and upcycling. Are these actions really addressing the planetary crises we face, or are they simply making us feel better about our unsustainable habits?

Critics, myself included, argue that much of what is promoted by these performative foundations and steering groups amounts to little more than hot air. While they excel at spreading awareness, the practical impact on real-world change is questionable because these no real audit trail. Recycling and reusability are great in theory, but they fail to address the root cause of overconsumption and runaway capitalism. Instead of rethinking the entire system, we’re content to tweak the margins, hoping that incremental improvements will somehow save the day. Spoiler: they won’t. Fast fashion will only increase because ethically aware purchasing is not a one size fits all. I mean it really isn't. Anyway, I've supplied some names of folks who will save the day at the end of this diatribe.

Personalisation vs. Customisation: Who’s in Control?

As industries scramble to futureproof their products and services, two terms often get thrown around—personalisation and customisation. But what do they really mean, and how do they differ?

• Personalisation refers to services and products tailored to the individual based on data. Think of Netflix recommending your next binge-worthy series based on past viewing habits or Spotify curating a playlist for you. It’s automated, passive, and driven by algorithms.
• Customisation, on the other hand, puts the control in the user’s hands. Whether it’s choosing the exact specifications of a custom-built PC or selecting your favorite fabric for a new sofa, customisation requires active participation.

Both are being sold as the future of customer experience, but are they truly futureproof? Personalisation often leads to a narrow, algorithm-driven life where our choices are limited by past behaviors and hidden patterns. Customisation, while empowering, can be overwhelming and inefficient in a world that values speed and convenience.

The real challenge for companies lies in balancing both. A futureproofed business will allow consumers to feel both understood by machines and empowered by their own choices. But, as of now, most companies have barely scratched the surface of what true personalisation and customisation could look like in harmony.

What Are We Really Futureproofing Against?

The term "futureproof" is tossed around with little reflection on what exactly we’re protecting ourselves from. Is it climate catastrophe, technological unemployment, or societal collapse? The lack of specificity is part of the problem. You can’t protect everything, and the attempt to do so results in watered-down, ineffective strategies.

For industries, futureproofing often means safeguarding profit margins—keeping customers engaged and loyal in the face of ever-evolving market trends. In this sense, personalisation and customisation are not just marketing tactics but survival strategies. Yet, the future-proofing we need goes far deeper than ensuring the next product release hits the mark. We need to prepare for structural shifts: automation, AI, environmental degradation, and social upheaval. And that requires more than just tweaking existing models.

Leading a Different Future

If you look closely, many of the voices leading the future-proofing conversation aren’t the ones offering the best solutions. Though Ellen MacArthur Foundation has become synonymous with the circular economy, and that's ok, but their influence often overshadows smaller, more innovative thinkers who are pushing for radical change and I want you to know who they are.

Voices like Kate Raworth, author of Doughnut Economics, challenge the entire framework of how we view economic growth and sustainability. Her model doesn’t just close the loop on resources—it rethinks how we balance human prosperity with ecological limits. Mariana Mazzucato argues that governments, not corporations, should take the lead in steering innovation to futureproof society from crises. Meanwhile, Yuval Noah Harari talks about the broader implications of AI, automation, and how humanity must reorient its goals to survive a technological future. Marina Toeters and Matthijs Vertooren of The Fashion Tech Farm are pushing the envelope of total circularity from incubation to autonomous art.

In the tech world, personalisation experts like Chris Anderson, who wrote The Long Tail, explain how data is shaping demand, while Joseph Pine and James Gilmore dive deep into the economics of experience, customisation, and the importance of giving consumers more control. All of these thinkers are carving out nuanced, thoughtful paths toward a future that is not just profitable, but equitable and resilient.

Get Serious and Fall in Love (With A Future)

Futureproofing should not be about quick fixes, band-aid solutions, or feel-good initiatives that don’t tackle core problems. Whether we’re talking about circular economies or AI-driven personalisation, we need to look beyond the surface. The future is coming fast, but it’s up to us to decide how we prepare for it—and whether we do so with real foresight or just empty gestures.

In short, the goal isn’t just to protect ourselves from the future—it’s to shape it. Mine is shaped by digital (and that's gonna be part 2) - how about you?