Lucie Greene is a leading cultural strategist and trend forecaster, specialising in the forces shaping consumer behaviour, technology and brand innovation. At BigSmall, she helps clients spot cultural shifts early and turn them into clear, confident brand and business decisions.



Previously, Lucie led J. Walter Thompson’s global futures think tank, JWT Intelligence, launching the influential Future 100 report. She has also led The Future Laboratory’s global trends and intelligence network, LS:N Global, and is the author of Silicon States, a widely recognised exploration of the power and politics of Big Tech.

Lucie believes the strongest brands are built by reading culture before chasing growth. She brings clarity, provocation and long range thinking to help organisations anticipate change, not react to it.



At BigSmall, Lucie shapes futures-facing strategies that feel grounded, relevant and commercially meaningful.