Tracey Follows

Visiting Professor of Digital Futures & Identity
Staffordshire University

Tracey works with global brands and businesses to help them spot trends, develop foresight, and fully prepare for what comes next. After working for BT, T-Mobile, JWT, Wired and The Future Laboratory, she now runs her own futures consultancy Futuremade.

Clients at Futuremade include Snapchat, Coca-Cola, PZ Cussons, Tesco, Rentokil, Google, Lego, Diageo, Sky, Conde Nast, Invnt, Cosette, BT, EY, KPMG, Jaguar Land Rover and Virgin. And she has completed large futures projects such as The Future of Media for Sky, The Future of Women at Work for the Women’s Business Council, and The Future of Learning in The Metaverse for the Federation of Awarding Bodies and The Future of Housing for a number of housing associations, to name a few.

Tracey is a Visiting Professor of Digital Futures & Identity at Staffordshire University and in 2021 published a book on the future of identity entitled The Future of You. The book became a podcast which is a finalist in the Independent Podcast Awards 2023.

She has spoken on futures at UN HQ and delivered speeches at events, including the Financial Times Tech Live, Nobel Visions in Moscow, The US State Department and Think With Google. Tracey has delivered presentations and been on panels alongside Silicon Valley CEOs at the FT’s Global Boardroom and UK Government and Parliamentarians at Think Digital Identity, and delivered a TedX speech at the UK Foreign & Commonwealth Office.

She sat on the Board of the UK’s advertising regulator the ASA for four years, was on the Advisory Board of DotEveryone and listed by Business Cloud as a Trailblazing Woman in Tech. She is a member of the Association of Professional Futurists, World Futures Studies Federation, and an Associate Fellow of the World Academy of Art & Science and is on the Advisory Board of the Lifeboat Foundation.

Tracey graduated from the University of Manchester with a First Class BA (Hons) in Philosophy and MSc in Technical Change and Industrial Strategy.