Back to the Future

This study examines Unilever’s forecast for the year 1984, published in 1963. Unusually rich and historically data-driven for contemporary forecasts, Unilever predicted the future of technology, energy, transport, demography, consumer goods, social behaviours, and more. The future of technology, including flying cars, was a particular focus.

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Our ambitious project located historical data from 1984 to test what Unilever got right and wrong, and contributes to our ongoing efforts to improve forecasting.

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Keywords: forecasting, futures, strategy, sustainability, business ethics, ESG.