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Jill Hawkins

Jill is a futurist based in Denmark specialising in creativity and identity. She is helping global brands make a positive difference by designing for the worlds of their future consumers.

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Design · Marketing · Trends ·

Powered by rebel thinking, she challenges norms and embraces risk. She has over 12 years’ global experience in making sense of how the world is changing, understanding why people behave the way they do and working out what it means for design and communication.

Jill has a Masters in Design, a Bachelor degree in Fashion Marketing and a colourful attitude to life and work. Jill writes for Pej Gruppen’s publications, and contributes to the seasonal trend panels.

We’ve killed individuality.
 How do we bring it back to life before it’s too late?

Mass production and Silicon Valley have destroyed uniqueness, and customisation is just a torture instrument to drive FOMO. We all look and live the same. Individuality is impossible, thanks to global retailers and social media.

But this is a world where diversity is KING, and individuality is the most desired asset. People want to stand out, they want to express their identity. It is becoming what connects people. Even in collective societies like Scandinavia, people are breaking out of social shackles and expressing themselves more distinctively.

Lifestyle businesses need to radically alter their viewpoint if they want to survive: this talk will tell you how to communicate to inspire experimentation, not uniformity; how retail can empower diversity without filling shelves with crap, and how to produce and sell products that make people feel unique in a world of sameness.

‘Scandinavian’ style has passed its sell-by date: 
How do you stay fresh in the post-Scandi era?

Scandinavian style was cool when life was about fitting in. But now it’s cool to stand out, and Scandinavian design is left on the shelf, in the discount section. We have reached ‘peak Scandi’: the rest of the world has caught up and you can get ‘the look’ everywhere.

This is a time when we value brands that are true to their roots, so how do you remain ‘Scandinavian’ yet still be future facing? And when the emerging youth are being raised as global citizens, what could ‘Scandinavian’ mean to them?

At face value, ‘Scandinavian’ stands for minimalistic sameness, but it’s true meanings offer huge opportunities beyond that. How can it continuously evolve to appeal ever changing human interests? How can ‘Scandinavian’ represent luxury? Or maximalism?

This talk will tell you how to rewire the ‘Nordic way’ for long lasting success.

The Stuffocation Generation is here:
 How do we sell to people who don’t want to buy?


The developed world is full. Living space has decreased, our waste has piled up, and we are rapidly realising the mess we have created for ourselves over the last 60 years of feverish purchasing. We want less stuff. But that’s bad for business, isn’t it…?

People will still want things, but owning less is the future, so if ownership is in flux, how do you design for it? Business models must evolve and change - and it won’t be comfortable, but it’s a huge opportunity for those with the foresight and creative confidence to understand this generation and think differently.

Minimalism is methadone for the conscious generation - it’s a fixer - a suitably stylish alternative for a newly mindful consumer. But it’s not the long term solution.

This talk will tell you about the ‘Stuffocation Generation’, what will you be able to sell to them, and how will you need to package it.

Equality is bad for creativity:
 How do we stage imagination in the happiest country in the world?


Fairness and democracy kill imagination. Sameness suppresses ideas. When life becomes too easy and too perfect, creativity wanes.

We have a global creativity crisis, and our future workforce requires ‘creatives’: innovators, explorers and rule breakers. A successful future society relies on imagination and creative thinking, but equality doesn’t help that to happen.

Imagination thrives under oppression and restraint… yet Scandinavia is home to some of the happiest, most equal countries in the world. In short, they are creatively screwed. So how are you going to fix it?

This talk will tell you how to guarantee success by reinvigorating creativity; how we can legally make life more difficult in order to free imagination, and how we can reframe equal societies to empower failure.

Your creative age matters:
 How to ‘age up’ if older is better?


Creativity is all about the young people, isn’t it? They have the ideas…. the imagination… don’t they? Attention is focused on youth when it comes to creativity and ideas in the workplace. But the emphasis is shifting to idea generation, not output, and intelligence is shifting focus to problem solving, not memory recall. And it’s Gen X and Boomers who have this in spades.They have a richer ‘creative age’: they are the real entrepreneurs and the life-changers. So is creativity a case where it’s better to be older?
Do you know the ‘creative age’ of your team-mates and employees? This talk will tell you how to maximise the potential of their diversity, and how you can ensure success by ‘ageing up’ your team-mates to nurture innovation and entrepreneurship.

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