JWT and Volans have published a report exploring how businesses, governments and investors can move beyond pressure to focus on the short term and starting thinking about future generations.
In the report, The Future Quotient: 50 Stars in Seriously Long-term Innovation, the establishment of a new measure for future-readiness is proposed. The Future Quotient (FQ) would be the world’s first measurement of an ability to both anticipate and create value in the future. The report also identifies 50 “stars” – individuals, teams, business and brands who we believe would have a high FQ.
The report is part of an ongoing project designed to provoke a debate into the complacency shown in planning for the future. Evidence suggests that what passes for sustainability strategy very often ignores the pivotal concept in the sustainability agenda: the interests and needs of future generations.
