We believe the future lies in today’s signals of change. By following the fringe, SOON uncovers the cultural cues shaping tomorrow. Our team distills the social sciences and triangulates those insights with emerging attitudes, ethnographic foresight, and cultural signals to provide actionable information with an emphasis on ethical outcomes. We track trends, developments and disruptions—from micro to mega—through future-oriented methodologies to study people, places, products, and the planet. Our research guides corporations, organisations and policymakers through strategic foresight, scenario planning and trend analysis. In addition to publishing regular reports, SOON also provides custom solutions for clients.