Inner drives: Is the future of marketing communication sustainable when using backcasting? – new article

A new research paper was published in Futures by Alexandra Köves and Gábor Király, the scientific director of our research centre.

The article is based on a marketing communication firm’ corporate research in which Köves and Király were involved as facilitators. The organisational action-research project was carried out with participatory backcasting. Through the process, the topic of sustainability and responsibility emerged. Köves and Király argue that the inner drives of backcasting can lead to responsible and sustainable mind-sets without previously framing around these issues. The researchers analyse these inner drives of backcasting as utopian thinking, intellectual freedom and psychological safety.

The research article is available here.