DETECTING AND TRANSFORMING PEOPLE'S VALUES, CULTURES, AND ATTITUDES INTO BUSINESS OPPORTUNITIES THAT SHAPE MORE EQUITABLE FUTURES.
Lydia (she/her/hers) helps brands navigate culture through brand strategy rooted in rigorous ethnographic and forecasting methodologies that translate global and local shifts in behavior into actionable recommendations, ideation and implementation.
By understanding futures as a long-term vision achieved through a set of steps starting today, Lydia helps brands and people be in charge of the future they want to live in.
Her approach to applied forecasting includes a deep understanding of the present, inspirations from the future, market analysis, and a cross between all data sets to design bespoke strategy and help brands implement change.
As a female person from the Global South, Lydia brings a decolonized perspective to brand strategy, innovation, qualitative research and forecasting. On top of also being aware of cutting edge events at the main Western capitals, she combines examples and knowledge from underprivileged countries and communities to build sustainable relationships between people and brands.
Involved with trend forecasting since 2009 and professionally leading full-time roles as a strategist and futurologist since 2013, Lydia holds a bachelor's degree in Trend Prediction and Forecasting, and is a master's candidate at The New School, also focusing on decolonized foresight & intersectional identities.
Lydia's core values are inclusivity and sustainability, which she weaves into every project she participates - client or personal.
Brands she has worked with
Nike, Google, Youtube, Waze, Uber, Netflix, Durex, Target, Whirlpool, Instagram, Microsoft, Johnson&Johnson, Facebook, Vivo Telefónica, Taco Bell, McDonalds, Anheuser-Busch InBev, Diageo, Spotify, Avon, Unilever, FCA Group, Novartis, Itaú Unibanco, Natura, Raia Drogasil, Globo, Globosat, GNT, Multishow, iFood, VOID, Renner, Raia Drogasil, Grupo Pão de Açúcar, Tarpon, Bauducco, O Boticário.
Methodologies & Outputs
Lydia both leads projects end-to-end and participates in specific methodologies.
Focus Groups & Interview
Ethnography and Netnography
Brand Strategy and Recommendation
Innovation Strategy and Implementation
Partner Agencies and Consultancies