OCTOBER, 2025

Alice Crossley
(The Future Laboratory)

As part of our NEXT is NOW 30 Years Anniversary Celebrations, we welcomed inspiring industry leaders who sparked fresh perspectives on what’s next – among them London-based foresight and innovation consultancy @thefuturelaboratory. Alice Crossley took us deep into The New Codes of Value and shared a powerful perspective on this urgent question. In a time shaped by burnout, overconsumption, and shifting expectations, Alice unpacked how consumers are radically rethinking what matters – and what that means for brands. From ‘enshittification’ and the rise of alt-economies to rituals of enoughness and empathy engines, her talk sparked bold conversations about the future of relevance. The message is clear: It’s no longer about selling more – it’s about meaning more. Big thank you to Alice and The Future Laboratory for the foresight, the provocation, and the vision. Swipe through for the key takeaways – and what brands need to understand about the value revolution already underway. Find the link to the full report in the bio!