Jill Hawkins
Foredragsholder / Lecturer

Jill Hawkins


Jill is an independent futures 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...


Jill is an independent futures 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.

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 publications, and runs her own futures consultancy business.

Emner / topics


  • Mega trends (10-20 years) and macro trends (7-10 years)
  • Food and drink trends
  • Entertainment trends
  • Retail trends
  • Marketing trends
  • Fitness, health and wellbeing futures
  • Sports and style
  • The future of Scandinavian fashion
  • Self-expression and style - changing attitudes
  • Colour in Scandinavia - attitudes towards it, and opportunities in different categories
  • Britain vs. Scandinavia – differences and opportunities
  • Why the ‘average’ Brit is more interesting than you think
  • The future of family and marriage
  • Generational focus presentations:
    – Alphas (0-5 years) and tweens (6-12) – future scenarios
    – Generation Z (13-18) – attitudes toward self-expression
    – Millennial attitudes
    – Millennial parenting
    – Boomers and over 60’s and 70’s – attitudes and opportunities

Workshop emner / topics


  • How to blend consumer insights and trends
  • Translating trends into products
  • Creative consumer insight techniques
  • How to find inspiration, and use it effectively in the design and buying process
  • How to understand your consumer – in a way that’s useful

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