Earlier on in my career, I worked for a trend forecasting company, the Future Laboratory. The firm’s work was encapsulated by fiction writer and essayist William Gibson’s quote, that “The future is already here – it's just not evenly distributed.” VML Intelligence’s annual Future 100 forecast aims to spotlight and distribute widely some of the trends shaping future consumer spending and behaviour. The guide – described as a bible for many working in the creative agency world – has 150,000 email subscribers and is distributed to a roster of multinational clients and international press outlets. I partnered with VML to write several trend pieces for its 2025 report. The copywriting spanned several different sectors and subjects, including financial services, the future of work, retail, travel, and food and drink. I interviewed experts in these fields and conducted my own desk research to draft the future-facing content.