Our global strategy – ‘Discomfort Futures’, positioned The Economist as an advocate for change, embracing uncomfortable future trends. Impactful but polarising experiences in cities, Universities and work places all sought to filter out those that fitted with The Economist and those who didn’t.
Editorial focussing on global sustainability led to some of the most stand creative ideas – like serving commuters with insect ice creams and crepes, plant burgers that bled, and coffee made from waste-water, each experience leading to an immediate subscription.
Our approach led to an ‘always on’ global programme of campaigns, all bringing to life The Economist coverage of topics shaping the future of our world.