Foredragsholder / Lecturer

Jill Hawkins


Jill is an independent future consultant from the UK, based in Denmark. She works with global businesses to ensure they have relevance in our future world and to their future consumers. Translating visual trends, cultural shifts and consumer attitudes, she helps brands to create a future that people really want and really need.

Create a future that people really want and really need...


Passionate about inspiring stronger, bolder and braver decision making, Jill challenges the expected norms and provokes healthy discussion by asking the big, awkward “what if…?” questions.
A design education sets the backdrop for her unusual blend of skills and experience: multi-category, international experience combines with consumer empathy, commercial viability and big-picture future thinking. This informs her approach, which is to cut through the unnecessary junk and focus on communicating future opportunities in a visually engaging and perception challenging way. No death by PowerPoint, and no patronising jargon.

For over 10 years, Jill has worked across an alphabet of categories: from alcohol, beauty, footwear and fashion to insurance, newspapers and toys, with global names including Nike, Converse, H&M, LEGO, Diageo, News UK, Aldo, Johnson & Johnson and JWT.

Having lived in the UK, Asia and Scandinavia, and travelled globally to meet consumers and experts, she has a deep cultural intelligence, which she shares and encourages others to adopt.
Jill is especially interested in how people express themselves, particularly through style and fashion, so the future scenarios she works on always bring the conversation back to how people’s attitudes are changing, and the opportunities they present.

Jill writes for pej gruppens publications, and runs her own futures consultancy business.

Emner / topics


Moving on from ‘peak Scandi’: the future of Scandinavian fashion is… not Scandinavian.

The world has reached ‘peak Scandinavian’. So what’s next for Scandinavian fashion brands, and what will it take for them to ensure future success both at home and abroad? Does it even require being “Scandinavian”, and if so, what does that mean in the future? Based on extensive research, Jill will talk about how Scandinavian style is evolving more dramatically that you might think, and how there are opportunities for success lying in new categories.

Why the wellness industry is dictating the future

Our preoccupation with physical fitness and mental wellness has reached new heights, and it’s affecting our behaviour across all other categories. But is its emphasis on self-fulfilment drastically shaping our lifestyle choices and purchasing behaviours? And is that for better or for worse? Jill will talk about what lies in the future for wellness, and how we can use this evolution of self-awareness as a tool for innovative, multi-category design.

The fight between retail and entertainment

How will we behave in a future where shops as we know them today no longer exist? Consumer loyalty is hard to win in a world where showrooming is a fact of retail life, so retailers are rapidly rethinking their business models in order to keep up. But, the future is about more than ‘immersive experiences’, so Jill will talk about the best and worst possible future scenarios for retailers, and how the best inspiration for innovation will come from unexpected places.

Eating for status: Extreme food futures

Our relationship with food has become about status, visual satisfaction and eliminating the need to think in a world with ever increasing choice. So what happens when our eating-for- Instagram habits, hatred of waste and ordering-in habits evolve a little too far? What will we wish that we’d known? Jill inspires change by exploring the very possible and very threatening futures for our relationship with food and drink, and how brands can prepare themselves for it.

Why we should look to Boomers and Alphas for entrepreneurial advice

At a time when big corporations are trying to act like start-ups, the actual starting and running of a successful creative business is fashionable, but hard work. In Scandinavia, entrepreneurs are recognised as having the ideas, but not the success rate… why? Jill will talk about the recipe for success, and what we can learn from two surprising, and seemingly very different groups of people: Alphas and Boomers.

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