Citizens envisioning life in 2040: A qualitative corporate foresight study in London

Abstract

AbstractUrban living is changing. Citizens explore new lifestyles in practice and envision alternative urban futures. Companies, as significant stakeholders in cities, are building urban infrastructure and serving citizens' needs. To succeed in the future, companies must be able to navigate the complexity and diversity of evolving cities. However, former corporate foresight research on cities is sparse. This participatory corporate foresight study examines city life in 2040 by engaging a group of London citizens with a lead user profile. A qualitative multimethod approach, consisting of online diaries, a futures imagining workshop, and in‐depth interviews, explores citizens' images of the future and lifestyle changes. The lifestyle adjustments experienced during the COVID‐19 pandemic period have acted as a catalyst for novel personal and communal futures. The broad range of visions included both continuity and discontinuity, with a moderately optimistic undertone, and featured communal, infrastructural, ecological, and technological aspects of life. These visions emphasized sustainability in multiple areas of life and demonstrated the dynamic relationship of the past, present, and future. The methodological contribution of this paper lies in its multimethod approach, which enabled an agile collection of textual and audio‐visual datasets in both online and face‐to‐face contexts. This agility is particularly relevant in a corporate foresight context, where companies must balance efficiency, depth, and applicability while operating under resource constraints. The article also extends the lead user approach's use from individual products and services to the city environment and urban lifestyle in general.