VISION: Tracey Follows
Tracey is an award-winning futurist and runs her own futures consultancy, Futuremade. She works with clients such as Virgin, Diageo and Google and her work focuses on strategies for future growth. Recent work includes the future of entrepreneurialism, the future of work and the future of AI and diversity.
In 2016 she was the recipient of the Women in Marketing Special Award for Outstanding Contribution to Marketing and in 2017 Ad Age named her a Woman to Watch (Europe), an honour given to ground-breakers, innovators and creative thinkers.
Tracey worked in marketing and innovation for over 20 years with technology, telco, service and retail brands. She left advertising to retrain in Strategic Foresight at The University of Houston later joining The Future Laboratory as Chief Strategy & Innovation Officer.
She is currently a member of the Association of Professional Futurists, the World Futures Studies Federation and a Fellow of the RSA. She also sits on the ASA Council.
The return to ethics
Tracey will argue that digital disruption has brought us to a point where we are once again immersed in ethical dilemmas. Our societies are now awakening to the need to debate ethical choices, to agree how we make decisions, to balance the life of man with the tasks of machines, to agree what is a fair wage in an age of automation and check whether anthropomorphising AI is such a good idea after all. Tracey believes that the digital revolution has not just disrupted how we do things but what we believe, and that we are on the cusp of an ethical re-awakening.