As part of my role as a Head of Future & Trends insights at O2, I created an annual trends report that identifies emerging socio-cultural trends to help drive technological innovation across all the group's markets. This report analyses trends related to a new definition of ethics, the growing need for belonging, the new sense of empowerment, the shift towards experience over ownership, the desire for simplified lifestyles, the motivation to regain a sense of control, the ambition to improve efficiency and the valorisation of authenticity. 

Each chapter includes real-life examples from the worlds of retail, technology, innovation, hospitality, entrepreneurship and architecture.

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The annual trends report was presented globally to all the O2 markets as well as at leading technology and innovation events and conferences around the world.