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What the Future

Each quarter, GenPop asks What the Future about a different key area of our economy: Housing, Mobility, Health and Food. We ask key experts about the “big questions” they’re asking themselves, their companies, and their industries. And we get the answers and the data to start answering them today.


Fall 2018 – Food

Over the past year, we have talked about the trends impacting changes to three of the top areas of consumer spending: housing, transportation and health care. This issue is focused on a fourth key sector: food. Specifically, we have conversations with the difference-makers about how our food gets to us, where that food comes from today and will come from tomorrow. The answers to these seemingly straightforward questions are in a surprising amount of flux.

What's for dinner
What’s for dinner?
Editor's note
Editor’s Note

Previous Issues

WTF Health

The future of healthcare has challenges to overcome well beyond improvements in diagnosis and treatment. There’s an impending crisis for patients and for those who provide them with care.

Download WTF: Health »

WTF Mobility

To get at the human side of transportation, we asked a series of smart people in the space about the Big Questions they’re asking themselves when they think about the near-ish future. Then Ipsos asked those questions of more than 3,000 people in the U.S. and Canada and thousands more around the globe to get at the answers.

Download WTF: Mobility »

WTF Housing

“Looking five or 10 years into your crystal ball, what is something you’ll wish you had tracking data on?” Then Ipsos conducted a survey to see how those questions are answered now.

Download WTF: Housing »