Futures Director at Pearlfisher believes in the future we will want new knowledge, inspiration and possibilities to allow us to be more empowered in shaping the lifestyle we want to lead

Ultimately the future of mass personalization will bring us full circle. Industry itself will be contained in our own factory at home, where we can personalize anything for anybody at any time – A. Sharif,  You: The New Owner of the means of Communication

New brands, products and services are driving mass personalization. But are they really going far enough? It’s fair to say that we are starting to see something of a backlash with consumers still feeling as if they are being stereotyped, through increasingly outmoded practices, and treated as a ‘target’ audience rather than being credited as an increasingly active and opinionated part of the creative process.

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