Tracey Follows is an internationally recognised futurist, author and strategic foresight adviser whose work explores the futures emerging between the systems shaping our world and the selves who inhabit and transform them.

Her work spans technological, economic, geopolitical and societal change, examining how emerging developments reshape industries, markets, institutions, organisations and human lives.

With more than 30 years of experience across industry, corporate strategy and strategic foresight, including senior international and board-level leadership, Tracey combines commercial understanding with long-range futures thinking. She has worked across sectors including technology, media, retail, financial services, housing, health, travel, pensions, engineering, fashion & luxury, telecommunications and consumer goods.

She is the founder of Futuremade®, her strategic foresight practice, and the creator of System & Self™, an original futures framework and methodology for examining the relationship between large-scale systems and individual agency.

Rather than studying technological or societal systems independently of the people who live within them, System & Self explores what happens between the two: how systems shape human possibilities, and how people interpret, adapt to, challenge and transform the systems around them.

Its central proposition is:

Every future is written between the system and the self.

Tracey's wider body of original work includes the Database Brand, exploring how artificial intelligence is transforming the nature of brands and commerce; Too Much Future, examining the relationship between prediction and possibility; and Me:chine®, her research programme investigating human–machine futures and the relationship between machinable and unmachinable human capabilities.

Ranked among the world's Top 10 Futurists by Global Gurus in 2025 and 2026, Tracey contributes regularly to BBC Radio 4, guest lectures on executive programmes at London Business School and is a former Visiting Professor in Digital Futures and Identity.

Her academic background includes a First Class degree in Philosophy, an MSc in Technological Change and Industrial Strategy, and formal study in Futures and Strategic Foresight.

Through Futuremade, Tracey advises organisations, works with executive teams and delivers international keynote talks, connecting systemic change with strategic choices and the human possibilities that emerge from them.

Understanding the future requires examining both the macro forces changing the world and the personal futures of those living through that change. It is in their relationship that new possibilities emerge.