* THIS INTERVIEW WITH WILL FIRST APPEARED IN ‘MEDIA WEEK’ *

William Higham, founder of consumer trend analyst Next Big Thing, who also worked with the London Paper on Generation Free, says free is not just about value, but also convenience. He reports: “One thing that came out of the focus groups was the fact that […]

* THIS INTERVIEW WITH WILL FIRST APPEARED IN ‘THE EVENING STANDARD’ *

“The rise of extreme sports took place among Generation X, born 1979-1994,” says William Higham, managing director of trend forecasting agency The Next Big Thing and author of a trends guide of the same name. “Now that they’re growing up and are seeking opportunities […]

* THIS INTERVIEW WITH WILL FIRST APPEARED IN ‘DRAPERS’ *

The rise of Generation Y will accelerate the trend for shopping for clothing on mobile phones, according to William Higham, founder of consumer research consultancy The Next Big Thing.

Following the recession, time-poor consumers expect brands to “fit around their lifestyles”, which includes being able to shop […]