Futuremade

The future isn’t found. It isn’t forecast. It isn’t inevitable. It is made.

Futuremade is a strategic foresight and research practice helping organisations and leaders understand the forces reshaping business, society and the wider world — and make more informed choices about what comes next.

Founded by internationally recognised futurist Tracey Follows, Futuremade combines more than 30 years of experience in corporate strategy and industry leadership with original futures research, strategic foresight and practical methods.

Our work spans technological, economic, geopolitical and societal change, exploring how emerging developments transform markets, institutions, organisations and human lives.

At the heart of our approach is the relationship between systems and selves: how the systems shaping our world influence human possibilities, and how people's choices, capabilities and actions influence and transform those systems in return.

Futuremade is home to System & Self, an original futures framework and methodology created by Tracey Follows, and Me:chine, her research programme exploring human–machine futures.

Every future is written between the system and the self.

WHY FUTUREMADE

The world is changing faster than organisations can adapt.

Artificial intelligence, automation, geopolitics, demographics and digital infrastructure are not isolated trends. Together they are reshaping markets, institutions, work and everyday life.

Futuremade exists to help organisations understand these interconnected forces and make better decisions in the face of uncertainty.

WHAT WE DO

Research

Developing original thinking through Me:chine®, Futuremade Views and papers exploring identity, agency and AI-mediated systems.

Advisory

Working with boards and leadership teams to anticipate change, challenge assumptions and shape long-term strategy.

Executive Education

Helping organisations build the capabilities needed to lead through an AI-mediated future.

Speaking

Selected keynote talks and executive briefings that help organisations understand what is changing and why it matters.

OUR APPROACH

Futuremade combines strategic foresight, original research and practical methods.

We don't simply forecast trends. We help organisations understand how systems change people, and how people can shape systems in return.

OUR PHILOSOPHY

Every future is written between the system and the self.

Technology changes systems. People shape how those systems are adopted, resisted and transformed. Futuremade works where those two forces meet.

Explore Futuremade

Think– Original research and ideas.

Understand– Books, podcast and media.

Apply– Advisory and executive education.

Practise– Methods, tools and capability building.

Logos of various organizations including the United Nations, UNDP, Financial Times, Google, U.S. Department of State, Tesco, Virgin, Fortune, and London Business School on a dark blue to purple gradient background.
Logos of various organizations including the United Nations, UNDP, Financial Times, Google, U.S. Department of State, Tesco, Virgin, Fortune, and London Business School on a dark blue to purple gradient background.
Richard Branson, Tracey Follows and Cindy Gallup plus one other person sitting around a table smiling and talking in a bright office space.
Richard Branson, Tracey Follows and Cindy Gallup plus one other person sitting around a table smiling and talking in a bright office space.
Tracey Follows with a group of diverse professionals engaged in a discussion around a round conference table iat an FT Wealth Summit event n a formal setting with a large screen displaying presentation topics in the background.
Tracey Follows with a group of diverse professionals engaged in a discussion around a round conference table iat an FT Wealth Summit event n a formal setting with a large screen displaying presentation topics in the background.
Futuristic digital graphic representing two cards from System & Self card deck.. The left screen is dark purple with the title 'What machines cannot read disappears.' and the right screen is blue with the title 'An inner life needs no proof.'
Futuristic digital graphic representing two cards from System & Self card deck.. The left screen is dark purple with the title 'What machines cannot read disappears.' and the right screen is blue with the title 'An inner life needs no proof.'
A promotional poster for a research program called 'THINK' by Me:chine, featuring a purple brain icon with circuit lines, and listing services like research papers, frameworks, and ideas about AI, identity, agency, and human capability.

A promotional poster for a research program called 'THINK' by Me:chine, featuring a purple brain icon with circuit lines, and listing services like research papers, frameworks, and ideas about AI, identity, agency, and human capability.

An informational graphic titled "UNDERSTAND" with a subtitle "The Future of You". It promotes listening to conversations on AI, identity, and systems through podcasts, YouTube channels, audio essays, interviews, and briefings.

An informational graphic titled "UNDERSTAND" with a subtitle "The Future of You". It promotes listening to conversations on AI, identity, and systems through podcasts, YouTube channels, audio essays, interviews, and briefings.

Purple and black informational flyer titled 'APPLY' for Futuremade advising services, listing offerings such as keynotes, advisory, executive education, leadership workshops, strategic futures projects, custom research, and expert briefings.

Purple and black informational flyer titled 'APPLY' for Futuremade advising services, listing offerings such as keynotes, advisory, executive education, leadership workshops, strategic futures projects, custom research, and expert briefings.

A promotional flyer titled "PRACTISE" with a focus on system and self methods, models, tools, and cards, describing practical approaches for perceiving, navigating, and authoring futures under systemic pressure, featuring sections on system & self me

A promotional flyer titled "PRACTISE" with a focus on system and self methods, models, tools, and cards, describing practical approaches for perceiving, navigating, and authoring futures under systemic pressure, featuring sections on system & self method, system & self cards, future self practice, workshops, exercises & templates, tools for individuals and teams, and how-to videos.