Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
On Tuesday, October 2, the Future Tense Conference will be held in Zagreb, where the world’s leading futurologists will talk about how we will live and work in the future. About the Future Tense conference, its topics and speakers we talked with Manuela Šola, CEO of the Komunikacijski laboratorij which is organizing the conference.
Media Marketing: Why Future Tense and can we actually predict future with all the changes that are happening almost daily?
Manuela Šola: Future Tense is a project of the Komunikacijski laboratorij with which we wanted to move away from the usual themes and focus the discussion on the future of business and thus give added value to the wider business community as well as to us as an agency. We want Future Tense and lectures of Futurologists to be inspiration and motivation for positive changes when we return to our jobs the day after the conference. Most of us can not foresee how the future will be, but that is why there are futurologists dedicated to both technological and sociological analyses that help them to make predictions.
Media Marketing: For whom is the Future Tense conference intended?
Manuela Šola: Future Tense is designed both for heads of large companies and small businesses, public administration and heads of business development, communications, marketing and human resources. Futurologists will cover topics relevant to everyone mentioned in their lectures as they will talk about technology development and its impact on humanity, the future of payments, smart cities, and micro and macro food trends.
Media Marketing: Who are the main stars, speakers, and what do they see in our future?
Manuela Šola: Zagreb will soon host world renowned futurologists starting from Morgaine Gaye, Gerd Leonhard, David Birch and Aric Dromi.
Dr. Morgaine Gaye is a futurologist who specializes in nutrition and anticipates what we will eat in five to ten years. One of her predictions is that we will use devices that will be directly linked to our DNA in the future, and that will indicate what we should eat in a day to make full use of our potential, and based on their analysis we will choose foods.
Aric Dromi is an extremely interesting futurologist who predicts cities of the future will be more digital than physical, and considers the future of cities deeply philosophical. Aric points out that the cities of the developed world, if they do not respond to the inevitable changes, will end up as cities of the third world in ten years.
David Birch, who comes with the support of Addiko Bank, will talk about the future of payments, and is one of the world’s biggest authorities when it comes to topics of payments. Financial Brand has declared him one of the ten most influential banking experts. Birch argues that in the future, our identity will be all we need for financial transactions.
For us in the communications industry especially interesting is Gerd Leonhard, whom the Wall Street Journal has named one of the leading media futurologists. Gerd points out that humanity will change over the next 20 years more than it has changed over the last 300 years and notes that it is crucial at this time to focus the development of science and technology to serve humanity and its progress, which is their primary function.
Media Marketing: How do you personally see future, especially that of the communications industry?
Manuela Šola: It is clear to everyone that technology development has influenced the development of the communications industry. When we just look back and think about how we worked about ten years ago, it’s clear that things have changed quite a bit. I believe that technology has never been so important to our industry as it is now, and in the next couple of years we will all have to have certain technological knowledge related to Virtual Reality (VR) and Artificial Intelligence (AI).
However, what must remain the same is the quality and innovation that will accompany the technological advancement.
Media Marketing: Your last minute call to people to come to the conference. What would you recommend them?
Manuela Šola: In a couple of days we will be talking about predictions of the future in Zagreb, and I believe that everyone will be refreshed by the changes of discourse and some distancing from the past. We will have world-renowned speakers who inspire with their lectures and who advise global companies. It is really a good opportunity to listen to them in your city, to get inspired, to expand your horizons, to get an insight into the future that awaits us and to apply it to your own business.