Turning trend-spotting into foresight
The Culture Edit began as a small experiment and has since evolved into a studio-wide practice. Co-founded and led by another strategist and me at The Mighty Shed, this fortnightly digest examined cultural trends in behaviour, aesthetics, and values.
I developed its visual format, editorial structure, and tone of voice, emphasising clarity, visual sharpness, and storytelling. By codifying how we captured and communicated signals, the digest quickly became a shared language across the studio, one that informed client workshops, innovation sprints, and brand strategy projects. It marked a shift from reactive trend-spotting to proactive foresight.
Scaling into a global foresight voice
What began as an internal experiment grew into The Pleasure Report, a weekly newsletter published by the studio. With over 3,500 subscribers and open rates above 50%, the report extended our foresight practice to a global audience, positioning the studio as a thought leader in the wellbeing and pleasure economy.
By combining editorial craft with cultural insight, both The Culture Edit and The Pleasure Report created enduring value: they sharpened our internal practice while establishing an external voice that influences how brands anticipate and navigate cultural change.
