the future normal: the ideas and instigators that will make the next decade healthier, fairer and greener

NEXT BIG IDEA BOOK CLUB 2023 MUST READ BOOK
2023 HOFFER BOOK AWARD - GRAND PRIZE FINALIST
INDEPENDENT PUBLISHER BOOK AWARDS - GOLD MEDAL WINNER

This is a handbook for visionaries.
Making outlandish predictions about the future is easy. Predicting the future normal is far harder.

For the past decade, Rohit Bhargava and Henry Coutinho-Mason have been on the front lines of exploring the global forces shaping our future normal through their work independently leading two of the most successful trend consultancies in the world: TrendWatching and the Non-Obvious Company.

From donning full body haptic suits to sampling cultivated meat, their work has taken them into cutting-edge labs, private testing facilities, and invite-only showcases across the world. Now for the first time, they are teaming up to share a uniquely eye-opening vision of the future unlike any other.

Across thirty fast-moving chapters, The Future Normal spotlights dozens of ideas and instigators who are changing the world. From biophilic skyscrapers to generative AI, these stories offer an optimistic yet deeply human view of the next decade. Along the way, we also tackle some of the biggest ethical and societal questions raised by all this progress.

In this book, you’ll read about the ideas and instigators that are bringing about new ways to satisfy our fundamental needs and wants, changing not just their industries but also transforming our wider culture and society.

These are the stories of the future normal, and they are coming sooner than you think. For anyone looking to get ready, this book will empower you to seize the opportunities that lie ahead in this crucial decade.

Rohit Bhargava is the founder of the Non-Obvious Company and entrepreneur having started three successful companies. He is widely considered one of the most entertaining and original thinkers and speakers on marketing disruption and innovation in the world. He is the Wall Street Journal bestselling author of five books and teaches marketing and storytelling at Georgetown University in Washington DC.

Henry Coutinho-Mason has overseen trend thinking across all trendwatching.com’s free publications and paid services since 2010. In the past 3 years, Henry has given over 50 keynote presentations in more than 25 countries across 6 continents. Henry has been quoted as a trend expert in numerous business publications, including The Guardian, Financial Times, El Pais, The New York Times and The Economist, and has appeared on television networks such as CNBC, the BBC, Al Jazeera and Brazil’s Globo News.