• Apr 10 2014

    The Search for Cool is Hot Work | The Guardian

    * THIS INTERVIEW WITH WILLIAM FIRST APPEARED IN ‘THE GUARDIAN’ *

    “It’s not just about what trousers the kids are wearing,” says William. “It’s about what this says about their attitudes, and where they are going. If they are wearing combat trousers, what does that say about their state of mind and about what they’re likely […]

  • Apr 05 2011

    The Crystal-Ball Gazers | The Independent

    * THIS INTERVIEW WITH WILLIAM FIRST APPEARED IN ‘THE INDEPENDENT’ *

    Will Higham spent his early career in the music industry. He
    identified the rise of the older entertainment consumer — “50 quid bloke” — and the
    retro trend. His recent interest is the “Saffys,” teens who, like their Ab Fab namesake,
    eschew the hedonism of their parents for […]

  • Dec 04 2000

    Licensed to Trend | Director

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘THE DIRECTOR’ *

    The changing tone of Bond films can teach us about shifting consumer values and herald the benefits of ‘soft research’, writes William Higham

    As a consumer futurist, my job is to predict how consumers’ behaviour and needs are likely to evolve. As a result, I’m always […]

  • Dec 02 2000

    Meet the Recession Generation | Director

    * THIS ARTICLE BY WILL FIRST APPEARED IN ‘THE DIRECTOR’ *

    “Teenagers. We know what they’re all about. Like we were at their age, they’re carefree, hedonistic, impetuous, cutting-edge idlers. Like a cooler version of Harry Enfield’s character Kevin The Teenager, right? Well no, not most of today’s teenagers,” says Will Higham. “They’ve strayed far from […]

  • Sep 13 2000

    The Mate Escape | Huffington Post

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘HUFFINGTON POST’ *

    According to the UN, today (30th July) is ‘International Friendship Day’. So what better time to look at one of the biggest trends in Britain: the growing importance of friendship.

    From festivals to social media, we’re spending more time with our friends. A growing number of […]

  • Jun 20 2000

    Pricing model trends | Director

    * THIS ARTICLE BY WLL FIRST APPEARED IN ‘THE DIRECTOR’ *

    I read recently about a vending machine Coca Cola introduced in Spain for its Limon Y Nada lemonade. On the outside a standard machine, what makes it unique is its pricing. At temperatures less than 26°, a can costs a regular 2 euros. But when […]