Sat. Feb 22nd, 2020

The future steps on the accelerator. Trends and challenges for the vertiginous twenties


The real implementation of 5G, the famous Internet of Things, artificial intelligence … the next ten years we will incorporate technology that now, just released the decade, we still think science fiction. There are also changes in social patterns, such as the passage of self-centered and crazy society through selfies to a new critical consciousness that gives way to the claim of us.


The new industrial revolution

In the next two decades we will see the evolution of subscription consumption models, of robots, of holograms, of wereables… will arrive on emotional data and maybe the storage of data in synthetic DNA. If this list is already causing you anxiety, calm down, you are not alone.

In a context of accelerated change it is normal to feel at least overwhelmed by the speed in which new technologies are generated and how they combine with each other generating scenarios of science fiction novels

In a context of accelerated change it is normal to feel at least overwhelmed by the speed in which new technologies are generated and how they combine with each other generating scenarios of science fiction novels




According to Oscar Peña, promoter of the trend report “Future Shock” of the agency Gray Spain “there is no category of business outside the use of these technologies, which also operate in collaboration with others and not isolated, as until now.” It is normal to feel, at least, overwhelmed.


The Future Shock is defined as a psychological state of anguish for “too much change in a too short period of time”

The changes that take us through the flaps of the comfort zone are especially relevant in communication and marketing. The name of the report borrows the title of the novel of the futurist author of the seventies Alvin Toffler. It describes a psychological state that affects individuals and societies who perceive with anguish “too much change in a too short period of time.” Does it sound to you?

In its report, Gray Spain proposes science fiction as an antidote to the vertigo of the future. It is not a crazy idea: big brands and even governments hire science fiction writers to imagine new scenarios and uses of technology.



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