Subjects

An essential guide to exploring, predicting, and shaping the future, transforming insights into concrete actions.

How are trends born? How can they be anticipated and used to build real scenarios? Navigating the Future answers these questions by offering a structured and accessible method to understand and anticipate social, cultural, and technological changes, exploring theories, models, and practical tools to create innovative strategies.

Enriched with examples, case studies–the proposed framework has been successfully used in projects for luxury brands and both Italian and international companies–expert testimonials, and guided activities, the book leads the reader through the stages of observation, forecasting, and creation, encouraging critical reflection on the future and on the role each individual has in shaping it.

Perfect for professionals in marketing, fashion, communication, and for anyone who wants to navigate an uncertain world with natural intelligence and strategic imagination.

This smooth, practical essay explains how and why investing in empathy, experience and storytelling is essential to be competitive in a market where algorithms set the rules.

How can you ride the waves of today’s techno-economic tsunamis without being overwhelmed? Well, by becoming #phygital – physical and digital, offering places of contact and handy services just a click away! Values, emotions and humanity are the core of a new marketing model designed for a world where the digital dimension is increasingly connected to physical experience.

In the words of series editor Paolo Iabichino, #Phygital is a trace left by a pioneer. The book caters to students, marketing managers and (small) entrepreneurs, showing how digital marketing and social psychology should merge if we want to save local shops from the competition of a future that is already here (the big online players) and turn human resources from fixed costs into real sources of worth.

The book encourages us to reflect on the dynamics, the logic, the risks and the opportunities of the imminent algorithmic society.

The author ties together its technical, economic and social aspects and investigates how it will affect the labour world, particularly from the fascinating perspective of biology algorithms.

The book places people – especially workers – at the core of developments in economy and technology, observing past organism trends and hypothesising immediate developments.

There is no attempt to intimidate or delude because the future of artificial and augmented intelligence is far from set in stone.