Futurebetter

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the night sky with stars and the milky

Futurebetter

The future depends
on the stories we tell

the night sky with stars and the milky

Futurebetter

The future depends
on the stories we tell

the night sky with stars and the milky

Futurebetter

The future depends
on the stories we tell

How we see the future matters

How we see the future matters

How we see the future matters

The future is not fixed. What happens next is not inevitable. We all have a role to play.
We believe better futures are forged in shared curiosity and imagination.

Our story

Our story

Our story

Futurebetter is a new collaborative consultancy born from 25 years of experience with some of the world’s most influential and innovative organisations, helping them thrive through uncertainty and create stories of change.

Futurebetter is a new collaborative consultancy born from 25 years of experience with some of the world’s most influential and innovative organisations, helping them thrive through uncertainty.

flock of yellow bird flying

Why us?

Why us?

Why us?

We are a systems-change research & communications consultancy. We work with organisations ambitious to change the systems they influence.
We use futures thinking, research and participative leadership methodologies to create narratives for change.

Why now?

Why now?

Why now?

We are living in a time of polycrises: environmental, economic, social, political.
The issues we face are complex and inter-related. The world requires nothing less than systems change. This requires new approaches and better collaboration.

We are living in a time of polycrises: environmental, economic, social, political.


The issues we face are complex and inter-related. The world requires nothing less than systems change. This requires new approaches and better collaboration.

yellow caution wet road sign on gray concrete road
a close up of a pink flower with a green center

Our Theory Of Change

Our Theory Of Change

Our Theory Of Change

Stories are the oil in our systems, for better or worse.
We work with clients to uncover the insights and motivations driving future behaviour, and develop strategic narratives that unlock change.

How we work

colored pencil lined up on top of white surface

Unlocking systems change through research & strategic narrative development

How we work

colored pencil lined up on top of white surface

Unlocking systems change through research & strategic narrative development

Strategic Shift

For when the narrative needs to change

When the world shifts, the value you bring has to shift too. We help clients reposition their brands, engage stakeholders with major initiatives, pitch for funding, structure landmark reports. Vision, purpose, mission and brand are key plot points — but the most effective stories can be told in a few words. We cut through complexity to find the single minded value proposition that everyone in your organisation can use to tell the story of what's you're doing next

Typical work

Strategic Audits, Brand Repositioning, Website Homepages, Landmark Reports

Strategic Shift

For when the narrative needs to change

When the world shifts, the value you bring has to shift too. We help clients reposition their brands, engage stakeholders with major initiatives, pitch for funding, structure landmark reports. Vision, purpose, mission and brand are key plot points — but the most effective stories can be told in a few words. We cut through complexity to find the single minded value proposition that everyone in your organisation can use to tell the story of what's you're doing next

Typical work

Strategic Audits, Brand Repositioning, Website Homepages, Landmark Reports

Strategic Shift

For when the narrative needs to change

When the world shifts, the value you bring has to shift too. We help clients reposition their brands, engage stakeholders with major initiatives, pitch for funding, structure landmark reports. Vision, purpose, mission and brand are key plot points — but the most effective stories can be told in a few words. We cut through complexity to find the single minded value proposition that everyone in your organisation can use to tell the story of what's you're doing next

Typical work

Strategic Audits, Brand Repositioning, Website Homepages, Landmark Reports

Futurestory Mapping

For when you're kicking off a major initiative

When different people come together around a difficult challenge, taking time to develop a shared view of the future is crucial. That’s why we operate through a dynamic workshop process, using trends, drivers and story mapping to negotiate divergent views in the room and create a shared 'futurestory' for strategic decision making. We’ve done this on major rail bids, for commercial brands and for community projects.

Typical work

Foresight & Trends, Strategic Vision and Narrative Framing Development

Futurestory Mapping

For when you're kicking off a major initiative

When different people come together around a difficult challenge, taking time to develop a shared view of the future is crucial. That’s why we operate through a dynamic workshop process, using trends, drivers and story mapping to negotiate divergent views in the room and create a shared 'futurestory' for strategic decision making. We’ve done this on major rail bids, for commercial brands and for community projects.

Typical work

Foresight & Trends, Strategic Vision and Narrative Framing Development

Futurestory Mapping

For when you're kicking off a major initiative

When different people come together around a difficult challenge, taking time to develop a shared view of the future is crucial. That’s why we operate through a dynamic workshop process, using trends, drivers and story mapping to negotiate divergent views in the room and create a shared 'futurestory' for strategic decision making. We’ve done this on major rail bids, for commercial brands and for community projects.

Typical work

Foresight & Trends, Strategic Vision and Narrative Framing Development

Participative Problem-Solving

For when you want to unlock innovation

When it comes to systems change, we’ve found that people in the system already have the answers within them - it’s just a question of creating a context for those ideas to emerge. We design and facilitate workshops that encourage collaborative problem solving even in intractable and complex systems. We are trained in Human Centred Design Thinking (LUMA) and Participative Leadership Methodologies (Art of Hosting).

Typical work

Innovation Projects, Multiple Stakeholder Workshops, Community Engagement

Participative Problem-Solving

For when you want to unlock innovation

When it comes to systems change, we’ve found that people in the system already have the answers within them - it’s just a question of creating a context for those ideas to emerge. We design and facilitate workshops that encourage collaborative problem solving even in intractable and complex systems. We are trained in Human Centred Design Thinking (LUMA) and Participative Leadership Methodologies (Art of Hosting).

Typical work

Innovation Projects, Multiple Stakeholder Workshops, Community Engagement

Participative Problem-Solving

For when you want to unlock innovation

When it comes to systems change, we’ve found that people in the system already have the answers within them - it’s just a question of creating a context for those ideas to emerge. We design and facilitate workshops that encourage collaborative problem solving even in intractable and complex systems. We are trained in Human Centred Design Thinking (LUMA) and Participative Leadership Methodologies (Art of Hosting).

Typical work

Innovation Projects, Multiple Stakeholder Workshops, Community Engagement

Insight Gathering

For when you want to understand your audiences better

Successful organisations continually challenge themselves to listen - and listen again - to their stakeholders. We use a range of research techniques to get you closer to the people whose perspectives matter. Whether it’s service users, customers, stakeholders, employees or investors, we know how to ask the critical questions and extract the insight that can fuel your innovation and shape your story.

Typical work

Global Qualitative and Quantitative Surveys, Executive Interviews, Learning Agenda Development

Insight Gathering

For when you want to understand your audiences better

Successful organisations continually challenge themselves to listen - and listen again - to their stakeholders. We use a range of research techniques to get you closer to the people whose perspectives matter. Whether it’s service users, customers, stakeholders, employees or investors, we know how to ask the critical questions and extract the insight that can fuel your innovation and shape your story.

Typical work

Global Qualitative and Quantitative Surveys, Executive Interviews, Learning Agenda Development

Insight Gathering

For when you want to understand your audiences better

Successful organisations continually challenge themselves to listen - and listen again - to their stakeholders. We use a range of research techniques to get you closer to the people whose perspectives matter. Whether it’s service users, customers, stakeholders, employees or investors, we know how to ask the critical questions and extract the insight that can fuel your innovation and shape your story.

Typical work

Global Qualitative and Quantitative Surveys, Executive Interviews, Learning Agenda Development

Who we work with

a multicolored tile wall with a pattern of small squares

From start-ups to institutes, global brands to public sector mainstays, our clients seek to make a positive impact on the systems they influence

Who we work with

a multicolored tile wall with a pattern of small squares

From start-ups to institutes, global brands to public sector mainstays, our clients seek to make a positive impact on the systems they influence

Wikimedia

2024, 2026

Futures research & brand storytelling platform

Futures research & brand storytelling platform

Futures research & brand storytelling platform

A research-led collaborative process to help Wikimedia shape a new storyline for participation at a time where truth is at stake.

A research-led collaborative process to help Wikimedia shape a new storyline for participation at a time where truth is at stake.

Futures research

New Storytelling Platform based on Global Majority Research using Sohail Inayatullah's Futures Triangle as a structure for investigation.

Institute for the Future of Work

2025

Strategic narrative for better work futures

Strategic narrative for better work futures

Strategic narrative for better work futures

Brand narrative development for a new website - developing a clear story around the future of work, technology, policy and public value and what it will take to thrive in an age of AI

Brand narrative development for a new website - developing a clear story around the future of work, technology, policy and public value and what it will take to thrive in an age of AI

Strategic storytelling

A sharper shared narrative for funders, partners and public audiences.

Design Council

2025

Story, systems and public value

Story, systems and public value

Story, systems and public value

Narrative strategy design for landmark reports and major multi-stakeholder grant applications - helping articulate how design can respond to complex social, economic and environmental challenges.

Narrative strategy design for landmark reports and major multi-stakeholder grant applications - helping articulate how design can respond to complex social, economic and environmental challenges.

Public purpose

Clearer messaging for a complex network of collaborators and stakeholders.

Kingston Hospital NHS Trust

2024

Re-designing patient experience journeys

Re-designing patient experience journeys

Re-designing patient experience journeys

Public engagement and innovation work amongst MS patients living with disability - included user journey mapping and patient-sourced ideas for reconfiguring UTI testing pathways

Public engagement and innovation work amongst MS patients living with disability - included user journey mapping and patient-sourced ideas for reconfiguring UTI testing pathways

Participative problem-solving, service design

Alternative pathways for at-home testing designed in collaboration with MS patients living with disability

Imperial College London

2024

'Naming and framing' for rare disease big data project

'Naming and framing' for rare disease big data project

'Naming and framing' for rare disease big data project

Participative public engagement to develop a name and value-proposition-led 'frame' for rare cardiac disease research.

Participative public engagement to develop a name and value-proposition-led 'frame' for rare cardiac disease research.

Healthcare / Big Data

A simple way to name and frame the health register so people can make informed choices about their data.

Who we are

five human hands on brown surface

An expert network of systems change thinkers & doers who understand the power of human collaboration

Who we are

five human hands on brown surface

An expert network of systems change thinkers & doers who understand the power of human collaboration

futurebetter founder & director

Alice Huntley FRSA

Alice brings 25+ years of leadership experience from WPP Group and BBC. She works at the intersection of strategy, futures thinking, research and communications. She is passionate about the potential for organisations - and the people working within them - to make a difference to the systems they find themselves in.

“Better stories help people imagine better choices - and then find the ingenuity to make them real”

futurebetter founder & director

Alice Huntley FRSA

Alice brings 25+ years of leadership experience from WPP Group and BBC. She works at the intersection of strategy, futures thinking, research and communications. She is passionate about the potential for organisations - and the people working within them - to make a difference to the systems they find themselves in.

“Better stories help people imagine better choices - and then find the ingenuity to make them real”

FUTUREBETTER collaborator network

Specialist depth, brought in around your issue.

Futurebetter works with an agile network of talented collaborators who bring expert perspectives and experience from across the systems and sectors. From research experts to foresight, behavioural change strategists to organisational change and public interest technologists, we create bespoke project teams to meet your challenges.

Anthropologist & Organisational Culture

Steph Matthews

Steph has 25+ years of working at the intesection of brands, culture and strategy.

Works on: Leadership, Vision & Brand, Culture redesign

foresight & design strategy

Minna Takala

"Foresight and Futures Thinking are great ways for organisations to build new capabilities. When viewed through the lens of future human skill demands, these practices support both individual and organisational development"

Works on: foresight & design innovation projects

Public Interest Technologist & AI Ethicist

Raashi Saxena

"Foresight and Futures Thinking are great ways for organisations to build new capabilities. When viewed through the lens of future human skill demands, these practices support both individual and organisational development"

Works on: foresight & design innovation projects

Behaviour Change & Creative Strategy

Megan Peel

"Foresight and Futures Thinking are great ways for organisations to build new capabilities. When viewed through the lens of future human skill demands, these practices support both individual and organisational development"

Works on: foresight & design innovation projects

Insights, Tools & Resources

five human hands on brown surface

We want everyone involved in systems change to have the tools to make the difference they want to see

Insights, Tools & Resources

five human hands on brown surface

We want everyone involved in systems change to have the tools to make the difference they want to see

Tools for Systems Change: Listening Triads

Listening Triads are a powerful tool for encountering everyone's ideas

4 min read

Tools for Systems Change: Think Feel Do

Think, Feel, Do is the single most useful structure I know to producing effective communication. It doesn't matter if you are producing an ad, a video, a poster, a website, or writing a book - these are the questions that matter.

4 min read

a close up of a flower bud with a blurry background

Tools for Systems Change: Rose Thorn Bud

At Futurebetter we want people working in systems change to have the tools and knowledge to create  strategies that work - even in low resource settings. So my gift to you today is Rose, Thorn, Bud.

4 min read

pouring water on person's hands

The Source Layer needs you

In this age of ever more pervasive and persuasive AI, one story I want to promote is the story of the Source Layer. The Source Layer is what LLMs draw on: broadly, fact-checked reputable sources such as independent media outlets, peer-reviewed scientific papers, and not least, Wikipedia.

4 min read

Hope is a Story

If you want to escape a news cycle that sometimes seems to want to focus on pantomime villains and evil geniuses... Rewilding The World is my go-to podcast when I want to be reminded that not everything in the world is going belly-up.

4 min read

The Ministry for the Future

What stories are you reading to help you make good decisions in the context you find yourself in? If you want to be persuaded of the role that storytelling can play in helping us reimagine our shared futures then this book will do it.  

4 min read

Get in touch

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We'd love to hear from you

Get in touch

aerial photography green and gray island

We'd love to hear from you

© Futurebetter 2026. All Rights Reserved

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© Futurebetter 2026


All Rights Reserved