A trend and futures-led practice grounded in strategic thinking and cultural insight.
Services
Strategic research and reporting that tracks consumer behaviour across a scope of categories and regions, including but not limited to: Retail & Marketing / Fashion / Home & Lifestyle / Sustainability / Youth / Wellbeing / Travel & Tourism
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Actionable forecasts and reports for global retailers. Using futures frameworks, I identify the “now” and “next” to guide innovation.
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Uncovering emerging needs and motivations through on-the-ground cultural and qualitative research, interviews and analysis.
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Grounded in trend and cultural signals, I create practical toolkits and insight decks that fuel effective, relevant strategy briefs.
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Editorial and thought-leadership content tracking cultural context, brand activations and momentum of change.
“I value conducting trend research through a responsible lens to scale ways to not only meet today's needs, but also contributes to a thriving future.”
Methodology
My research approach blends strategic, long-term thinking with present action to help brands navigate complexity and shape resilient futures.
Global Macro Research
Understanding the global systems and forces shaping our environmental, political and economic futures.
Micro-level Scoping
Identifying emerging behaviours, community dynamics and cultural shifts at the human scale.
Expert Interviews
Gathering grounded perspectives from practitioners, creatives and thinkers across sectors.
Case Study Analysis
Examining precedent - what’s worked, what hasn’t - to extract insights and transferable frameworks.
Systems Thinking
Connecting the dots between issues, actors and environments to uncover leverage points for change.
Let me introduce myself
I’m Catherine Baldwin, a trends and futures creative passionate about delivering strategic insight to help shape tomorrow’s world. With a naturally curious mindset, I uncover fresh perspectives to spark meaningful innovation.