Alternative Futures For Today’s Popular Brands

The world is going to be a very different place in 2030, and what makes a brand powerful will be entirely different. A branding agency gave these three brands unasked-for makeovers so that they’ll be as powerful in the future as they are now. In a resource-constrained world, big brands have to make major adjustments. Some are already doing this; the Institute for the Future and Forum for the Future are often tapped by companies to offer insight into the future global landscape. Others still operate unaware of (or unwilling to pay attention to) the shifting environment around us. Fiona Bennie, head of sustainability for design and innovation agency Dragon Rouge (and former sustainability advisor for the Forum for the Future), worked with a design team to come up with a series of concepts for how today’s well-known brands could adapt to an "aspirational future" in 2030--t...