FITH Futures is a consumer intelligence agency focused on the 50+ individual, starting with Gen X. We're not here to reframe ageing, we're here to correct the picture.
CONSUMER INTELLIGENCE
FOR THE LONGER LIFE ECONOMY
ABOUT
THE STATS
WHAT DO WE DO?
We’re your upstream research partners and your go-to-market sidekicks turning today’s social blur around the 50+ consumer into tomorrow’s strategic advantage:
The future is not a source of data, nor can it be predicted. But we can prepare for it with a deep understanding of the present
FORESIGHT
While our expertise is in-market and first hand, we are also backed by both qualitative and quantitative services. We’re data-informed, not data-led.
INSIGHTS & DATA
The word ‘trend’ has had a bad rap. We prefer convergences - whether cultural or creative - that carry weight and meaning for your business.
CREATIVE & CULTURAL INTELLIGENCE
We pinpoint new, unique and ownable market spaces that deliver a competitive advantage – and big returns
STRATEGY
Co-founder of FITH Futures. 25+ years tracking the signals and forces that shape how people live and spend - from WGSN and Stylus to Director of Foresight at The Future Laboratory.
At FITH Futures, Fiona applies that intelligence to the most misread consumer of our time: the 50+ individual, starting with Gen X – a market to understand, not manage.
Co-founder of FITH Futures. One of the few in foresight who explains not just what people do, but why – shaped by psychology, design, and leadership roles at WGSN and Stylus.
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At FITH Futures, that experience is focused on one significant opportunity: Gen X and the wider 50+ consumer market – a generation consistently underestimated, persistently underserved, and now impossible to ignore
HALO GROUP
The Counsellors
Our Advisory Board
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The Governors
Our Partner Agencies
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The Messengers
Our Specialists, Strategists and In-The-Field Experts
Our work is delivered by a co-operative of experts - our Halo group - who know their fields like the back of their hands.
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We're peer-to-peer; Xer creatives, strategists, directors. Beyond the tropes. Beyond the nostalgia.​
WHO WE'VE WORKED WITH ...
