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ABOUT.

DETECTING AND TRANSFORMING PEOPLE'S VALUES, CULTURES, AND ATTITUDES INTO BUSINESS OPPORTUNITIES THAT SHAPE MORE EQUITABLE FUTURES.

Lydia Caldana profile pic.png

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.

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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.

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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.

Approach

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.

Backgound

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.

Values

Lydia's core values are inclusivity and sustainability, which she weaves into every project she participates - client or personal.

Global
  • LinkedIn
  • LOGO-FR-02

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.

  • Desk-based Research

  • Semiotic Analysis

  • Focus Groups & Interview

  • Diary Studies

  • Online Survey

  • Ethnography and Netnography

  • Workshop Facilitation

  • Trend Report

  • User Research

  • Personas Development

  • Brand Strategy and Recommendation

  • Branding

  • Innovation Strategy and Implementation

Partner Agencies and Consultancies

​UNITED STATES

​UNITED KINGDOM

BRAZIL

VARIOUS COUNTRIES

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