The Akin, a female-led insights collective, which celebrates the role of women in the workplace, has released a future trends report in partnership with market strategic insight agency Opinium.

The survey recognises the importance of ‘change makers’ and focuses on their opinion as a determinate factor of success. According to the report, the term ‘change maker’ is described as an “early adopter, a progressive consumer. They are the consumer group that drives change.”

The two key points of the report show patience and contradiction as the main factors responsible for a business’ ability to stand the test of time.

The report looks into the six key factors that contribute in forming the opinions of change makers. Those opinions are vital for brands’ survival, helping them stay relevant and adaptable in whatever the future in business brings. 

According to the report, innovators are no longer seeking after instant gratification. On the contrary, 75% admit that as long as something feels worthwhile, they have no problem to wait, while 85% stress that discovering rare products addresses for a niche market brings them satisfaction and joy.

Furthermore, game changers are putting happiness over the struggle for it. More than have of change makers, specifically 58%, admit that they have accepted not being okay all the time as something normal, proving that emotional intelligence is improving.

The results of the report show that for a brand to survive and have a future, it needs to plan ahead, remain relevant and engage a smart and progressive audience. According to the report, what every company should keep in mind is that “the change makers are watching and judging.”

To carry out the research, Opinium conducted 2,000 online interviews with changemakers that engage with technology, culture and politics. The group of people that took part, was a diverse one, aged between 18-45 and coming from the United Kingdom, Brazil, France, Germany, Russia, China, Nigeria, the United States, India and Australia.

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