The Future Normal: How We Will Live, Work and Thrive in the Next Decade

Publication Date:

March 2023



Original language and publisher

Territories Handled

World excl. English

Territories Sold

South Korea (Maekyung, at auction)
Turkey (Kitap)


Business & Leadership


  • IPPY Book Awards: Gold medal winner for Current Events ii (Social Issues/Humanitarian) category
  • Shortlisted for the Eric Hoffer Award: Grand Prize for Business category
  • Finalist for the International Book Awards: Best New Non-Fiction category
  • Finalist for the National Indie Excellence (NIEA) Book Awards: Current Events category
  • Finalist for the Next Generation Indies: Current Events category
  • Winner of the NYC Big Book Awards: Current Events category
  • Finalist for American Bookfest Best Book Awards (Business General)
  • Silver Axiom Award Winner 2024 (Emerging Trends/AI)
  • Independent Press Award 2024 (Winner - Current Events)

The Future Normal: How We Will Live, Work and Thrive in the Next Decade


A non-bullshit, compelling and idea-packed navigation tool for anyone who feels overwhelmed by our world’s exponential pace of change. The Future Normal cuts through the noise to define the decade’s breakthrough technological and cultural trends. – David Rowan, founding editor-in-chief WIRED UK, author of Non-Bullshit Innovation

The Future Normal will simultaneously open your eyes and expand your mind. It will help you see the future first — while awakening you to the possibilities that future holds. This essential book will inspire you to push beyond asking “What’s next? and begin asking, “What if?” – Daniel H. Pink, #1 New York Times bestselling author of Drive, When, and The Power of Regret

Thought provoking and clear-sighted, The Future Normal will help any leader prepare for the decade to come. – Beth Comstock, author of Imagine It Forward and Former Vice Chair, GE

While we can’t predict the future, Henry and Rohit look at the signals that do contain it. Essential reading for any one wondering about what’s next. – Ben Page, CEO, IPSOS

History is paved with thousands of wildly inaccurate predictions about what happens next. Against this backdrop, the Future Normal pieces together fascinating insights from the world’s most forward-thinking individuals and companies to give readers a well-reasoned, well-researched roadmap of the trends that are most likely to define tomorrow. – Hugh Forrest, SXSW | Co-President and Chief Programming Officer

It’s easy to be daunted by the possible strangeness of our future. But fear not – with The Future Normal as your fascinating guidebook, asking the questions you didn’t even know you had, you will see fresh new perspectives as to the exciting dawns we all aspire to. – Sian Sutherland, Founder, A Plastic Planet

An important book which brims with optimism, imagination and practical ideas. – Julia Hobsbawm, author of The Nowhere Office

The “Future Normal” is a collection of thought-provoking concepts and scenarios packaged in a digestible framework. Rohit and Henry have created a new blueprint and discussion guide here for companies and leaders across all industries to use for future business and strategy planning. – Anneliese Olson, Former Senior Vice President, Hewlett Packard

The focus in this book on what life will be like everyday – the normal as opposed to the extreme outlier experiences of a few – is really smart, and more importantly, really useful for thinking about now and next. – Mark Curtis, Head of Innovation, Accenture Song

From air protein to job sharing to 15-minute cities, The Future Normal is a greatest-hits discovery tour of the most exciting ideas that will make up our everyday lives in the near future. Henry and Rohit narrate one innovation after another, all of which are a testament to the sheer power of human ingenuity in a tone that is both comforting and accessible, like your best mate telling you about the incredible future that awaits us all whilst you share (low-alcohol, gluten-free) beers at the pub. – Sonalie Figueiras, Founder, Green Queen

The ultimate orientation! Open this book and you see the trends that will shape your future. – Nils Müller, CEO & Founder TRENDONE

In a time of humanity-defining change, The Future Normal shows where to focus our efforts. A clear guide as to which of today’s bets not only could but need to become the most ordinary and thus important elements of life. It is those, after all, that define the true future. – Rachel Arthur, Founder FashMash and Advocacy Lead for Sustainable Fashion, UN Environment Program

Who doesn’t want to have a crystal ball to see the future? Bhargava and Coutinho-Mason argue that we don’t have to. We simply must look around us today to spot tomorrow’s opportunities. In The Future Normal, they show us how and present some of the most compelling trends that will impact our future—and likely your business. Immensely helpful and insightful. – Martin Lindstrom, author of Buyology and The Ministry of Common Sense

This is a handbook for visionaries. This is your guide to a better future. For the past decade, Henry Coutinho-Mason and Rohit Bhargava have led two of the most successful trend consultancies in the world: Trendwatching and the Non-Obvious Company. Now for the first time, they are teaming up to share a vision of the future unlike any other.

You heard enough during the past year about unprecedented chaos and disruption. But you heard much less about the pioneers who were out there laying the foundations of our future. A future that can be fairer, healthier, and greener for us all. If we can only learn from them. This book gives you a tour of the Future Normal. You’ll discover 50 instigators transforming our lives. They range from concepts about to break out, to startups riding the waves of explosive growth, to big yet still-agile incumbents who are changing course, and to public authorities driving positive change.

Marketing Information

  • The Next Big Idea Club (selected)