This study examines Unilever’s forecast for the year 1984, published in 1963. Unusually rich and data-driven for contemporary forecasts, Unilever predicted the future of technology, energy, transport, demography, consumer goods, social behaviours, and more. The future of technology was a particular focus. 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. Our findings will be published in March 2021.
Keywords: forecasting, futures, strategy, sustainability, business ethics, ESG.