The Future Fit Index was created because businesses are increasingly dealing with the
uncertainty of accelerating sector disruption and are keen to be ahead of emerging consumer
Working with The Effectiveness Partnership and YouGov UK, The Future Laboratory
analysed a selection of brands against six critical behaviour patterns, ranking them in order
of fitness to compile the 100 most future-fit brands in the UK today.
The six behaviours are:
Do you take a long-term view to imagine, anticipate and execute change?
Are you committed to evolving, improving and developing new products and services?
Being able to quickly adapt
by having the right finances and processes in place to respond
Are you conscious of the environmental and ethical impact of your business, and are you committed to minimising negative impacts?
Do you have a compelling purpose
and positioning that engages internal and external audiences?
Do you support employees in their desire to improve, optmise and better themselves?