William Higham
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William Higham is a Consumer Futurist and author. He is also founder and CEO of strategic consultancy The Next Big Thing.

Higham predicts future consumer behaviour, writes strategy reports, runs management trend workshops and oversees primary research. He has worked with clients across Media (BBC to MTV), Technology (02 to AOL), Finance (RBS to HSBC), Food (Aga to Budweiser) and Advertising (Ogilvy to WPP).

Higham is considered an authority on future trends, and has been frequently quoted in the Media: from ‘The Economist’ to ‘Cosmopolitan’. He wrote the UK’s first handbook for trend forecasters: ‘The Next Big Thing: Spotting & Forecasting Consumer Trends For Profit’ (Kogan Page, 2009).

Higham began his career in the entertainment industry: running marketing and communications campaigns at Sony, Virgin and Universal, for artists from Michael Jackson and David Gray to Motorhead and The Rolling Stones. He moved into research in 1999, working as a consultant for global trends network Breaking Trends on Levi’s and British Telecom. He set up The Next Big Thing in 2002. In 2010, he also worked as acting MD at renowned online research agency OnePoll.

Entries by William Higham

Greatest Capes: Prog Rock Style

(1) Comments | Posted 10 April 2014 | (00:00)

First off, a huge thanks to the thousands of you who read, liked and shared my blog post on a potential prog rock revival. There are clearly a lot of proggers out there!

For those who asked about new prog bands, have a look at great sites like ProgRockMag.com,...

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Is Prog Rock the New Folk?

(73) Comments | Posted 21 March 2014 | (23:00)

The folk revival. It began with the artistic resurrection of Nick Drake, took in the folktronica of Four Tet and electronic folk pop of Kate Nash, and culminated in the Now compilation popularity of Mumford and Sons and Ed Sheeran.

But it didn't just stop at music. Folk was...

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2012 Trends: From Fashion to Fitness - This Year We'll Want Things Cheap and Cheerful

(0) Comments | Posted 6 February 2012 | (23:00)

Being a trend forecaster is a little like being a retailer, an accountant - or a professional Father Christmas: you're at your busiest around Christmas and the New Year. With the new year already well underway, everyone wants to know what the new trends will be. So, to offer a...

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What The Hell Is Steampunk?

(44) Comments | Posted 18 October 2011 | (00:00)

Steampunk is the most famous new trend that you've never heard of. To those in the know it's been around for years. For others, it's "Steam what?"

It's certainly not new. The first steampunk (SP) convention took place in 2006: and the word was actually added to The Oxford...

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Trends: The Death of the Bookshelf

(5) Comments | Posted 4 October 2011 | (00:00)

It's not often that the re-designing of a shelf signals a major new trend: but Ikea's rather unimposing new-look 'Billy' shelves is an unlikely exception. These shelves - previously created to hold books, CDs or DVDs - are being re-designed to hold ornaments and mementoes. Seems mundane? Actually it signals...

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