Publications
Understanding change. Anticipating what comes next.
Throughout my career, I have explored how shifts in society, culture, technology and human behaviour shape the way people live, think, consume and interact with the world around them.
My publications bring together extensive research, international fieldwork, cultural observation and strategic analysis to identify emerging movements and explore their implications for businesses, brands and innovation.
Among my most significant editorial projects are the annual trends reports I authored for Telefónica and Puig, developed to help these organisations understand a changing world, anticipate new consumer expectations and identify opportunities for the future.
These publications reflect my approach to strategic foresight: connecting seemingly disparate signals, understanding the underlying forces driving change and translating them into meaningful perspectives for business and creative teams.
Puig — Annual Trends Reports
Conception, Cultural Intelligence & Editorial Direction
I conceived, developed and authored Puig’s annual trends reports, leading the complete process from the identification of emerging cultural and consumer themes to research, creative development, editorial direction and final publication.
Exploring the societal, cultural and behavioural shifts influencing consumers, beauty, fashion and the wider world of brands, the reports brought together international field research, expert perspectives, creative references and analysis of changing lifestyles, aspirations and expressions of identity.
A distinctive dimension of each publication was the translation of its key trends into fragrance concepts. Working with a different perfumer, or nose, from Puig’s perfume houses each year, I developed original scent concepts to embody and bring each trend to life. This collaboration connected cultural foresight with the art of perfumery, turning emerging societal and behavioural movements into tangible, sensory expressions.
I defined the editorial vision, conducted and coordinated research, selected and engaged contributors and experts, developed the narrative and oversaw the final editorial production.
The reports provided meaningful perspectives and creative inspiration for Puig’s brand, creative and innovation teams, helping them anticipate change, challenge established thinking and identify new opportunities. They became part of the organisation’s ongoing creative and innovation process.
Telefónica — Annual Trends Reports
Conception, Strategic Foresight & Editorial Direction
I conceived, developed and authored Telefónica’s annual trends reports, leading the entire process from the identification of key themes and research directions to the development of the editorial narrative and final publication.
The reports explored the societal, cultural, technological and behavioural transformations shaping the future. Combining international fieldwork, research, expert perspectives and analysis of emerging developments, they examined how changing human needs, technological advances and new behaviours could reshape industries, consumer expectations and business opportunities.
I was responsible for defining the editorial vision, conducting and coordinating research, identifying and engaging relevant experts and contributors, shaping the narrative and overseeing the final editorial production.
The work translated complex and often disconnected signals into a coherent strategic perspective, providing inspiration and insights for Telefónica’s innovation and R&D ecosystem. The methodologies developed through this work continued to inform research activities within Telefónica’s R&D centres.
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