What Is Foresight and What Is Its Function for the Brand?


“How could your business build a strategy, a plan, or even a product to help you prepare for how those consumer needs might be met in that distant future?”

Mars Wrigley’s Joanna Lepore peeks into the future through foresight – a careful combination of creativity and science, that mixes strategy, marketing, and insights – to imagine relevant and objective outlooks for her organization:

  • What foresight is and how it complements other inside functions;
  • How foresight looks at business models;
  • Methodologies and the 3 phases of foresight;
  • Examples from Mars Wrigley brands;

“It [foresight] delivers you provocation, exploration, tools, and methodologies to make your existing strategy or plan more robust.” — Joanna Lepore

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