The way we live now: exploring cruise control
Melanie HowardFuture Foundation
Brands must capitalise on consumers' growing desire for control in all aspects of their lives, advises Melanie Howard
Every now and then, a trend seems to build to a crescendo. This is the case with Future Foundation's trend 'cruise control'. Being in control is now a powerful aspiration as people want to show how they are making the most out of every opportunity in their personal and professional lives.
As tools of personal control become embedded in our lifestyles, largely through apps, brands must address these new empowered...