Synthesis

Each year, our team shares the books that inspire, challenge, and move us—stories that make sense of the world's data through culture analysis. This shortlist of 12 dives into human behaviour, the impact of technology, and societal shifts shaping our future. Which one deserves Book of the Year? Or do you have a favourite we missed? Share your pick in the comments. #bookoftheyear #bookoftheyear2024 Thanks for the recommendations Vicki, Harriet, Lee, William, Nathalia, Yash, Ashvinder.

Congratulations Women In Research (WIRe) Singapore for the another successful event, this time deep diving on Gen AI. We're proud to support this wonderful community and see it grow and strengthen. Learn more, sign up ⬇️

As part of our long-term partnership with Lee Kuan Yew School of Public Policy, we were thrilled to welcome their Future of Public Policy class of '25 to Synthesis Creative Data House yesterday. Focusing on how we leverage Open Source Intelligence and simulation to model the Future of Food. Here are 3 takeaways from our discussion: 📉 Data Backed Confidence 📈 Layering rigorous data helps stakeholders believe in and quickly align on future scenarios. 🌀 Arriving at a Shared Vision 🧭 Immersing stakeholders in future through experience creates a common and inspiring language to build from. 🚀 Eyes on Tomorrow, Hands on Today ⛏️ Success in 10 years starts with the decisions we take today. "The future belongs to those who prepare for it today" - Malcolm X Want to dive deeper? Reach out in the comments or with futures@synthesis.partners for a copy of our latest work on Menu 2034 - The Future of Food. S/O Kia Hallaji, Adrienne Shum, Tommy Kangdra

Meet the Team Shaping Synthesis New York City (+ a shoutout to Harriet, who couldn’t join us for the shoot!) We’re also thrilled to celebrate Vicki Lai's promotion to Managing Director, Americas, after her impactful leadership of Synthesis Futures over the past three years. Let’s Collaborate in New York City ☕️ Hollie Jones, Minsoo Bae

We’re so pleased to welcome Hollie Jones to Synthesis as our Head of Strategy, Americas. Hollie brings deep experience as a trusted partner to businesses across North America, translating cultural insights into proven strategies that drive brand growth. Her work observing and decoding Gen Z and tech behaviour has been published by Snap, Spotify, and Google. A true innovator, Hollie excels at blending the art and science of ethnography to uncover the nuances of North American culture and audiences. Bringing data to life through immersive IRL and digital experiences, from zines to documentary shorts. At Synthesis, a Creative Data Consultancy, we future-proof businesses by making sense of the world’s data. Hollie will collaborate closely with our team and partners to: - Decode culture through data to uncover insights on the North American market - Bring insights to life by creatively, celebrating the vibrancy of humanity behind the data - Accelerate our partners’ growth through our models for understanding their audience, what they want and how that’s changing Please join us in welcoming Hollie to the team! If you’re in New York, drop by and grab a coffee ☕️

We have officially launched in NYC 🍎 After the success of our pop up in Austin over the last 12 months, we’re excited to open our New York City Creative Data House, where we are making sense of the world’s data for partners all over the United States. We look forward to catching up with familiar faces, and welcome any intros to new faces and pioneers. Reach out for a coffee or a copy of our latest creds. S/O Vicki Lai, Hollie Jones, Minsoo Bae, William Pratt, Harriet ROBERTSON, Lee Fordham, Nichola Rastrick, Amy LIM, Ashvinder Brar, Ankit Kalkar

NEW REPORT LAUNCH: MENU 2034 — The Future of Food. For our third edition, we explore how our diets will be reshaped over the next decade. In a world of growing population and increasing climate pressures, two future scenarios emerged from our data science modelling of human behaviours: 1️⃣ Radical Transformation — a future where we proactively protect and savour nature, using abundant, diverse, and regenerative ingredients that emit lower GHGs and drastically cut waste. 2️⃣ Resilient Adaptation — a world slow to address climate change, driving a food gap. We adapt with technology and science to create novel foods and replicate flavours of diminishing ingredients. Learn more: comment or message us to receive your copy of the report today. A special thanks to our visionary collaborators: Oliver Truesdale-Jutras, Christopher Leow, Matthew Orlando, Hassan Jamil, Blair D S Crichton 🌱🌍, Joseph R., Christopher Kong, Nithiya N Laila, Jake Berber, René Benguerel, Enzo Acerbi.

We’re delighted to welcome Kia Hallaji to Synthesis to lead our Futures team. Over the last decade at Accenture and ?What If! Innovation in London, Shanghai, and Singapore, Kia has partnered some of the world’s biggest brands to help invent everything from men’s haircare products, to disruptive dairy products, to clean energy propositions, and much more. Kia is highly accomplished at transforming abstract ideas into practical, visually stunning opportunities which drive impact. He is also well respected for cultivating an environment that nurtures creativity and maximizes the collective intelligence of the group. At Synthesis, we help future proof business by making sense of the world’s data. Kia will work closely with our Futures team to: – Bring data backed foresight to our partners – Inspire a shared vision of the future in our partners’ business – Connect future scenarios to strategic planning – Encourage innovative thinking to bridge today’s business to tomorrow Please join us in welcoming Kia to the team - and get in touch if you’d like to discuss foresight opportunities or if you’d like him to share more from our recent Menu 2034 report.

In today's ever more competitive and fragmented world, it's easy to get caught up in our own priorities and day to day hustle. Synthesis is so pleased to support Women In Research (WIRe), and create a positive, shared space of collective growth, where we lift each other up. Thank you, Ivy Esquero, for being the catalyst to bring this community to Singapore. And to the core team — Anita Rao Kapur, Rara Naval, Amy LIM, and Louise Newson — for curating the program. We're excited to see this community flourish and grow! 

Here's to the innovators, F&B leaders, and futurists who joined us for Menu 2034, preparing for tomorrow’s world and connecting it back to today's choices. With a growing population and rising greenhouse gas emissions, we focused on a future where food demand doubles but crop yields become further strained. *How will we source, stretch and find nutritional sustenance for all?* 👩🌾 How we Source Food 👩🔬 in a resource-challenged world. 🍍 How we Stretch Food 🍫 turning waste into value through full utilisation, valorisation and new business models. 🥥 How we deliver Sustenance 💉 boosting nutritional density with regenerative and sustainable farming to return health to our soils and crops. Will we choose Radical Transformation or Resilient Adaptation? Stay tuned or reach out for our new report, launching on Thursday, 20 June. #futureoffood #menu2034