Manifesto
A media for the age of great uncertainty, making sense out of the trendy trend business
IN CASE OF DOUBT IS A MEDIA FOR THE AGE OF GREAT UNCERTAINTY.
“In case of doubt” is used when you want to suggest that something should be done in a situation when there is uncertainty or confusion about what should be done. For example: "In case of doubt, always consult a professional."
To remove doubt in the process, In Case of Doubt explores emerging trends, deciphers uncharted cultures and navigates in-the-making futures.
IN CASE OF DOUBT IS ALSO A MEDIA AIMING AT MAKING SENSE OUT OF THE TRENDY TREND BUSINESS. Because foresight science and the business of trends can seem (and can be) nebulous and void when focusing on the short-term hype culture and when relying on the flattening algorithmic determinism. In Case of Doubt rather embraces critical thinking to turn foresight into a place that truly provides inspiration, fuels creativity, ignites minds, sparks change, and even provokes.
This is a space for constant research and thought-provoking strategic thinking, where trends are future-shaping socio-cultural movements, brands’ aspiration is attainment, and future building is already in the making.
DIRECTION / Elodie Marteau
LOGO / Robin Pitchon