The Future Normal: The Ideas and Instigators That Will Make the Next Decade Healthier, Fairer and Greener

This is a handbook for visionaries. This is your guide to a better future. For the past decade, Henry Coutinho-Mason and Rohit Bhargava have led two of the most successful trend consultancies in the world: Trendwatching and the Non-Obvious Company. Now for the first time, they are teaming up to share a vision of the future unlike any other.

You heard enough during the past year about unprecedented chaos and disruption. But you heard much less about the pioneers who were out there laying the foundations of our future. A future that can be fairer, healthier, and greener for us all. If we can only learn from them. This book gives you a tour of the Future Normal. You’ll discover 50 instigators transforming our lives. They range from concepts about to break out, to startups riding the waves of explosive growth, to big yet still-agile incumbents who are changing course, and to public authorities driving positive change.

Rohit Bhargava has dedicated his career to bringing more humanity back to business. He is the best selling author of six books on marketing, innovation and leadership and has been invited to speak at more than 500 events in 32 countries. Rohit is the founder of the Non-Obvious company, frequently advises some of the world’s largest brands and has been featured in Fast Company, GQ and the New York Times. He lives in Washington DC with his wife and two boys, loves the Olympics and believes in listening before speaking.

Henry Coutinho-Mason runs TrendWatching’s global activities on a daily basis and is a sought-after keynote speaker. In the past three years, he has given over 50 keynote presentations in more than 25 countries across six continents. He is regularly quoted as a trend expert, including in the Financial Times, The New York Times, Fast Company and The Economist; as well as appearing on television networks such as CNBC, the BBC and Al Jazeera. In a past life, he was a qualified accountant and is responsible for introducing “flawsome” into the business lexicon. 

“At the beginning of each chapter, The Future Normal asks the most powerful question there is: what if? But more than just posing those two words and letting them hang, Rohit Bhargava and his coauthor Henry Coutinho-Mason, take us on a tour of the state of potential and possibility, nudging us to our own inquiry, understanding, and, ultimately, coherent action at a time when nothing is more crucial to us and the future of our society.”

—Scott Omelianuk, editor-in-chief, Inc. Magazine

“In The Future Normal, Bhargava and Coutinho-Mason expertly dig deep into our social behaviors and needs to understand which ideas and trends will take off and become ‘normal’ in the future. A fun and insightful read.” 

— Francesca Gino, author of Rebel Talent and Professor at Harvard Business School

"A non-bullshit, compelling and idea-packed navigation tool for anyone who feels overwhelmed by our world's exponential pace of change. The Future Normal cuts through the noise to define the decade's breakthrough technological and cultural trends."

— David Rowan, founding editor-in-chief, WIRED UK, author of Non-Bullshit Innovation

The Future Normal will simultaneously open your eyes and expand your mind. It will help you see the future first — while awakening you to the possibilities that future holds. This essential book will inspire you to push beyond asking “What’s next? and begin asking, “What if?”

— Daniel H. Pink, #1 New York Times bestselling author of Drive, When, and The Power of Regret

“Thought provoking and clear-sighted, The Future Normal will help any leader prepare for the decade to come.”

— Beth Comstock, author of Imagine It Forward and Former Vice Chair, GE

“While we can’t predict the future, Henry and Rohit look at the signals that do contain it. Essential reading for any one wondering about what’s next.”

— Ben Page, CEO, IPSOS

"History is paved with thousands of wildly inaccurate predictions about what happens next. Against this backdrop, The Future Normal pieces together fascinating insights from the world's most forward-thinking individuals and companies to give readers a well-reasoned, well-researched roadmap of the trends that are most likely to define tomorrow."

— Hugh Forrest, SXSW | Co-President and Chief Programming Officer

“It's easy to be daunted by the possible strangeness of our future. But fear not – with The Future Normal as your fascinating guidebook, asking the questions you didn't even know you had, you will see fresh new perspectives as to the exciting dawns we all aspire to.”

— Sian Sutherland, Founder, A Plastic Planet

“An important book which brims with optimism, imagination and practical ideas"

— Julia Hobsbawm, author of The Nowhere Office

"The Future Normal is a collection of thought-provoking concepts and scenarios packaged in a digestible framework. Rohit and Henry have created a new blueprint and discussion guide here for companies and leaders across all industries to use for future business and strategy planning.”

— Anneliese Olson, Former Senior Vice President, Hewlett Packard

“The focus in this book on what life will be like everyday – the normal as opposed to the extreme outlier experiences of a few – is really smart, and more importantly, really useful for thinking about now and next.”

— Mark Curtis, Head of Innovation, Accenture Song

"From air protein to job sharing to 15-minute cities, The Future Normal is a greatest-hits discovery tour of the most exciting ideas that will make up our everyday lives in the near future. Henry and Rohit narrate one innovation after another, all of which are a testament to the sheer power of human ingenuity in a tone that is both comforting and accessible, like your best mate telling you about the incredible future that awaits us all whilst you share (low-alcohol, gluten-free) beers at the pub."

— Sonalie Figueiras, Founder, Green Queen

“The ultimate orientation! Open this book and you see the trends that will shape your future.”

— Nils Müller, CEO & Founder TRENDONE

"In a time of humanity-defining change, The Future Normal shows where to focus our efforts. A clear guide as to which of today’s bets not only could but need to become the most ordinary and thus important elements of life. It is those, after all, that define the true future."

— Rachel Arthur, Founder FashMash and Advocacy Lead for Sustainable Fashion, UN Environment Program

“Who doesn’t want to have a crystal ball to see the future? Bhargava and Coutinho-Mason argue that we don’t have to. We simply must look around us today to spot tomorrow’s opportunities. In The Future Normal, they show us how and present some of the most compelling trends that will impact our future—and likely your business. Immensely helpful and insightful.”

—Martin Lindstrom, author of Buyology and The Ministry of Common Sense

"Future Normal is a helpful canter through what the coming years may hold, asking the right questions and feeding our imaginations for a positive tomorrow."

— Azeem Azhar, author of Exponential View