"Yes, we're all anthropologists now."

This year’s fascinating, thought-provoking Future 100 can be found here. I recently conversed with Emma about our changing world and what it means for brands.

What are some of most eye-opening findings in the 2024 Future 100?

In the last two years we saw a tremendous progression of tech – changing, enhancing, altering our lives. But this year it’s falling more into the background. It’s becoming something more that is woven into our lives in a seamless way. And there’s a lot more focus this year on people. People wanting to come together. Communities. Belonging. We have reached a point where we are questioning: what makes us human?

So we’re all anthropologists now?

Yes. We’re slowing down, being more thoughtful, rather than just racing forwards towards that new shiny thing. We’re asking: How do I want to be living my life?

Does that start to open new opportunities for brands?

Brands always want to be dialing in to the human connection. They want to get to know you better. To personalize what they bring to you. But the role of the brand is changing too. Not just to provide a product or a service. Younger people want brands to be more like an influential person where they’re able to use their influence to better humanity. Brands have been humanized. They need to connect with people by upholding values or educating. Because they are more like people, they don’t have to be perfect. They can make mistakes. They can have hiccups. People will be forgiving – but then it’s all about how they do it. And brands are stepping in to solve problems faster than governments can do.

What about just being entertaining or funny?

Yes to that. We see a major new role possibility for brands: being jesters. Leaning into what makes people laugh. The pandemic, wars – these made brands extremely cautious. People want to feel lighter, to have a laugh.

It sounds like you’re saying, “Don’t panic if you make a misfire.”

Yes, brands need to center around culture and play inside of it. If brands get that, then the way they dial in to comedic factors can work well for them. Not just what they say, but where they say it and how they say it. Brands are afraid of being cancelled – and you receive feedback instantly – it’s daunting but it’s important to take brave steps to connect with people. Portray yourself in a way that’s understandable. If you go way out of your personality zone, it will be badly perceived.

That’s a tough one.

Yes. It’s critical to know your values, what you stand for. Otherwise, people won’t be sure how to react. It’s all about how you do it. Maybe you start with a specific group who will get it, then slowly expand what you show and how you show it.

Like when Greta Thunberg flamed Andrew Tate implying that he was underendowed.

She’s sassy and unafraid – so it actually works quite well.

Brands that do this well?

I think straightaway of McDonald’s. They tap into playfulness for adults.

For you personally, what makes your work so fascinating?

We look forward to it every year. We summarize it, update, cross check it, challenge or verify last year’s findings. Just to bring this research together and share it – that’s something I find exciting to do. And looking across categories. Seeing what’s happening in health and beauty and then looking at food and entertainment. And so on.

The cities you find more revealing to travel to these days?

I travel a lot to New York. And I lived there for five years. Seeing how that city evolves over time is amazing. It’s definitely a trendsetter city. Tokyo is always revealing and interesting. It used to be a city that was full of wealth and on the forefront of technology. That’s changed. But what remains fascinating there is the wealth of subcultures.

What are you reading lately?

A friend of mine gave me a Korean novel which I am really enjoying. I Want to Die but I Want to Eat Tteokbokki. A therapy journey – I’m really enjoying it.

What about TV series?

I got hooked on Monarch on Apple Plus.

What made that show so compelling?

That it’s familiar - Godzilla - but so surprising. It explores things were never dealt with. How is it that these monsters just appear and then disappear? Where do they go?

What else?

The Korean drama Moving. It has this superhero element. At first, you might think it’s just about high school students but then it goes in all kinds of surprising directions. I also found the Netflix documentary series You Are What You Eat to be fascinating.

How do you explain to someone who’s young and curious what you do?

My nieces say I’m a fortune teller (laughs). But working with creatives, what makes it interesting is connecting with people’s wants and desires. And for businesses, to help guide them to make better decisions that move them to a more positive future.