Megatrends, Countertrends and the Kindness Economy of the Future
- Track A
- 12:30 - 13:15
- Oona Horx Strathern
- Keynote
- English
Description
Everything you wanted to know about the future but were afraid to ask. Trends, Megatrends, Countertrends and trend transformations; how to understand and plan for the future in times of disruption and insecurity. Female and male futures – what are the differences? What can we best predict, why are Countertrends important and what is the monkey trap of linear thinking? From digitalisation and the revenge of the analogue to individualisation and new generational thinking.
Oona Horx Strathern
Oona Horx Strathern is a sought-after speaker, author, and trend consultant who brings future thinking to life with insight and inspiration. With experience advising global brands such as Unilever, Beiersdorf, and Deutsche Bank, she has addressed audiences at leading conferences and events across Europe, from major design and architectural fairs to business summits and cultural festivals.
Her work spans industries and sectors — from home design and urban planning to corporate strategy and community development — always with a focus on how emerging trends shape the way we live, work, and connect. Known for her engaging style and breadth of expertise, Oona makes the future tangible, relevant, and exciting for audiences of all sizes.
Oona Horx Strathern is a London-born trend consultant, speaker, and author with over 25 years of experience exploring the future of how we live and build. A former TV and print journalist for the Observer in the UK, she has contributed to numerous studies and reports, blending research with engaging storytelling. Proudly Irish by passport, Oona has lived and worked across Europe, hitchhiked through Africa, and even taken up surfing and boxing after 50. She now resides in Vienna in the self-designed Future Evolution House she created with her husband, futurist Matthias Horx, where she is occasionally joined by their two grown-up sons, Tristan and Julian, and their energetic dog, Bubbles.
Explore Oona’s books.
Visit Oona’s Website Oona’s Future Column
(Photo: Aria Sadr-Salek, www.sadr-salek.at or Klaus Vyhnalek, www.vyhnalek.com)
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