about change
about change
Things will change. Imagine the effect of aging, blue zones, cybersecurity, democratic backsliding, emerging powers, food production, gender rights, health digitization, inclusivity, job changes, knowledge development, metaverse, new warfare, online retail, polarization, quality of city life, robots, societal well-being, trade policies, urbanization, voluntary migration, web 3.0, xenophobia, the youth of Sub-Sahara and Africa, zero waste, to name a few. 

Everything will change. The key question is: in what direction do we want to go? Some of the looming changes scare the hell out of us. Changes like climate change, the decline of biodiversity, and the increase in the global population keep us awake at night. And although everybody is aware, it feels like society is the frog that's being boiled in a pan with water. We need to act. Now. Getting that urgency across is one of our core activities. Other changes also keep us awake because of the excitement they bring. The development of vaccines, new ways of food production, the future of solar and wind energy, generation Z leadership: they are very welcome. Because change is our reason for being, we felt the urge to create a thorough overview of what is coming our way. 

We believe you can change the future. That requires dreams, much more than a plan and a budget. Or, as Alan Clayton put it so beautifully: "Martin Luther King didn't get up 60 years ago and say: I have a budget and a plan". We need dreams of a sustainable future. Dreams of a sharing and caring world. Dreams of health and happiness. Dreams of safety and security. Making dreams come true may look hard, but the alternative is harder. 

To realize change for the better, it’s pivotal to have an overview of things to come to create options. So we gathered some bright minds, started up our computers around the world, and got to work. We tried to structure the impossible. And share the outcome to inspire you to realize "it can be different." Although we conducted this study with a diverse team and spent thousands of hours on it, we are aware that we have biases. Our view of change assumes our current reality. Reality is eminently equipped with bias, which is a perception of reality. We can always do better. And we want to. That's why we invite you to complement your perception of change and share it with us. You can reach us at info@ftrprf.com.
about the book
change’ is not a traditional book. We have looked at ‘change’ from many different sides. So you can also explore and read this book in multiple ways.

You can explore the book by using this website. The website has useful search tools and the latest updates on this project. Go to ‘explore’. Choose a topic of your interest and see what happens. For instance, try the word generations.

A second way to explore the book is by downloading it. You can download the book here. Once you have downloaded the book you can read it front to back, back to front, start in the middle, or at any chapter you want. It can serve as an informative tool or simply a spark of inspiration. The anatomy of the book is as follows: the main research is on the outer edges, footnotes are on the inner edges, and the reflections of our colleagues are in the middle. The reflections are indicated by the following symbol: +. Several reflections include a link. These refer to different sources or reading suggestions. At the end of each chapter, we pose a question that embodies the total research. Hopefully, we’ve inspired a starting point for an answer to that question. We want all of the research to be open to interpretation, both for the writers and readers. That is why, as we did for ourselves, on every page there is space for you to reflect.

There is also a limited edition of hard copies of the book available. If you would like to have one, please let us know at info@ftrprf.com why you deserve one. If there are books left, we would love to get in touch and send you a hard copy of the ‘change’ book.
We have looked at ‘change’ from as many sides as possible. We have used the SEPTED method (our way of analyzing a topic from multiple perspectives. Respectively: a Socio-cultural, Economical, Political, Technological, Ecological, and Demographical point of view) as a basis to subsequently analyze, classify and structure thousands of articles, studies, interviews, and essays.

We gathered colleagues for insights from all over the world. And we have certainly not escaped our collective biases, although we have fought hard against them. We are sure we missed or did not mention essential changes. So if you have suggestions or additions? Let us know at info@ftrprf.com, and we’ll include it in the next version of ‘change.’

Making change is a collective effort, and it is endless. So, let’s start the conversation. Shall we?
A team of 14 editors & analysts researched hundreds and hundreds of sources. We carefully cited them and thank all authors and researchers for sharing your insights. We hope we do your work justice. If you have any doubts about the accuracy, please get in touch with us at info@ftrprf.com. 
download the book
You can download the book by clicking this link. Once you have downloaded the book you can read it front to back, back to front, start in the middle, or at any chapter you want. It can serve as an informative tool or simply a spark of inspiration.

Making change is a collective effort, and it is endless. So, we love to hear your reflections, suggestions, and additions. Let us know at info@ftrprf.com. Shall we?
about ftrprf
We don't know Alan Clayton, but we love his quote stating, "Martin Luther King didn't get up 60 years ago and say: I have a budget and a plan”. The reason we founded ftrprf in 2018 was simple: we don't need more marketing, strategy, technology, or even design; we need change. And if we mix these four elements with perseverance, influence, and collaboration, we can realize change for society, our clients, and ourselves. Together we can change the world. Call us naive, optimistic, opportunistic; see us as the crew of a yellow submarine ("all together now"): we fight for the world of our children and grandchildren. With our soul and heart, all energy and knowledge we have. The more we share, the better the future will be. That's why we created this project: 'change'. Here you find additional information, updates, and tools on developing and realizing great dreams. Together, we can change the future. Shall we? 

Although we think and create a lot, we love practical things like working within a fixed budget and timeframe and taking responsibility. We are very much in favor of shared goals, accountability, and tangible results.

You can read more about ftrprf on our website.
about the authors
Adlan Hidayat

Adlan is investigative. Inspired to gain a holistic perspective on how society is constantly evolving, Adlan aspires to ‘connect the dots’ to transform the ideas of the future into the positive changes of today. 

Camera Ford

Camera is adventurous. Inspired by the potential future trends across various industries, Camera aims to utilize the relevant knowledge to help individuals and companies prepare for a greener and more equitable future. 

Cato Hemels - Hoff

Cato is a learner. Seeing a sustainable future as a collaborative process, Cato aspires to transform unique ideas into impactful solutions to face future challenges. 

Chadia Mouhdi

Chadia is thoughtful. By gaining a better understanding of the world and different perspectives of people, Chadia hopes to contribute to a more diverse and sustainable tomorrow. 

Chia-Erh Kuo

Chia-Erh is multifaceted. Constantly aiming to maintain a fresh perspective, Chia-Erh keeps up to date with market trends in order to prepare societal leaders for the sustainability challenges ahead. 

Daniella Espina

Daniella is curious. Navigating through the sea of research, Danie believes that the power of knowledge can contribute to a better future for the planet and the people who live on it. 

Diede Kok

Diede is a communicator. Curious about the developments impacting society, Diede is dedicated to exploring solutions to solve future challenges in the hopes of making a better tomorrow. 

Emma Datema

Emma is enthusiastic. Eager to understand market trends affecting individual companies, Emma hopes to contribute to the societal implementation of sustainable choices. 

Kim Tan

Kim is fearless. Keeping an open mind to unfamiliar ideas, Kim explores the intricacies of different industries and external factors to inspire society to realize its current capabilities and future potential. 

Lois van der Kroft

Lois is spirited. With the perspective of the present and future, Lois aims to translate lessons from today’s societal challenges to the sustainable practices of tomorrow. 

Martin Bernal Davila

Martin is empathetic. Open to new experiences and ideas, Martin believes that a collaborative effort is needed to make the world a better place; ‘every little action counts.’ 

Romy Grim

Romy is daring. Interested in the impact of societal trends, Romy is inspired by the implementation of sustainable practices to promote well-being and advancements in society. 

Sam Slewe

Sam is ambitious. Evaluating current challenges and future trends, Sam strives to effect positive change to build a world that is future proof. 

Tijmen Kroes

Tijmen is creative. Intrigued by advancements affecting technology, sustainability, and social welfare, Tijmen has the ambition to design an inclusive and sustainable future for all. 

reflectors & opinionators
  • Amber Bosma
  • Anne Clerx
  • Benjamin Von Plehn
  • Celine Blankena
  • Daphne Prieckaerts
  • Doménica Manosalvas
  • Don Ottenheim
  • Elias Sohnle Moreno
  • Elise Vrijburg
  • Gianluca Ariello
  • Héctor Cruz Rico
  • Jonna Klijnsma
  • Kiara Chin
  • Lara Hemels
  • Line Gammelgaard Jensen
  • Nadine Kanbier
  • Nienke Diks
  • Pia van Eekelen
  • Pieter Hemels
  • Rik Mathot
  • Stefanie Sewotaroeno
  • Sten Uijtewaal
  • Thomas Plomp
  • Vincent Koek
  • Wander Groenewoud 
  • Book Helpline
  • Lara Hemels
infographic design
  • Kiara Chin
  • Jesper Vink
  • Jeroen Stolting
special thanks to
All the beautiful researchers, institutes, editors, journalists, scientists, and creatives who share their work and contribute to collective wisdom. Thank you, amazing ftrprf colleagues, for your perseverance, reflections, perspectives, and thousands of hours contributing to this impossible and fantastic project. We love you. A special shout out to Danie, Daniella Espina, for your extraordinary contribution during the birth of this project. And thank you, reader, for your role: your reading is our inspiration.