In conversation with Claus Kjeldsen

Consumers have today what Claus Kjeldsen, CEO of the Copenhagen Institute for Future Studies (Cifs), calls a “liquid identity”. This means trying to classify consumers by age and gender is no longer effective, and so Cifs studies future trends and scenarios through the lens of social and behavioural science, economics and technology. At the fifth Entrepreneur Summit in Geneva, Claus discussed how so-called strategic adaptation can be applied to inform guests on opportunities for growth and investment.

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