Challenge: Defining direction in an uncertain future
Henkel faced a fundamental strategic question: how to shape the long-term direction of its hair category in a world defined by rapid transformation?
The objective was not simply to identify the next product idea, but to define a forward-looking innovation agenda that would remain relevant across regions and time horizons. This required identifying global search fields capable of unlocking sustainable growth opportunities while accounting for distinct regional dynamics.
At the same time, internal alignment was crucial. Different departments brought different perspectives on risks, capabilities, and future potential. The challenge therefore extended beyond foresight: it required creating a shared understanding of opportunity spaces and clear prioritization of strategic search fields.
Approach: Integrating foresight, expertise, and strategic reflection
To navigate this complexity, a mixed-method research design was implemented, combining internal insights, external expertise, and AI-supported trend analysis.
The journey began with internal stakeholder interviews to capture existing assumptions, ambitions, and capability perspectives. These were complemented by external “Trend Receiver” and expert interviews, ensuring that weak signals, emerging technologies, and shifting consumer expectations were systematically explored.
AI-assisted desk research expanded the horizon further, mapping future drivers and identifying potential disruptions shaping the hair category toward 2040. This research phase not only highlighted opportunities and threats but also examined Henkel’s strengths and weaknesses in relation to possible future scenarios.
The insights were then brought into a cross-departmental scenario workshop involving 20 decision-makers. In this collaborative setting, multiple future worlds were explored from a consumer perspective. Participants assessed how needs, behaviors, and expectations might evolve, and what these changes would imply for Henkel’s strategic positioning.
Building on these scenarios, strategic innovation search fields with a clear growth focus were derived. In a follow-up workshop, these search fields were refined and prioritized, assessing their capability fit and future potential. This iterative process ensured that ambition and feasibility were considered in equal measure.
Goal: From future exploration with Strategic Foresight to strategic clarity
The overarching goal of the initiative was to translate uncertainty into direction. Rather than reacting to trends, Henkel aimed to proactively shape its innovation roadmap toward 2040.
This meant identifying robust opportunity areas grounded in future drivers and validated through cross-functional dialogue. The ambition was to create a strategic framework that would guide long-term portfolio decisions and innovation investments while remaining flexible enough to adapt to evolving market realities.
Impact: A clear innovation compass for 2040
The outcome of the project was the definition of strategic innovation search fields, rooted in future scenarios and key transformation drivers. These search fields now provide a structured and forward-looking foundation for long-term innovation initiatives and portfolio decisions.
Equally important was the organizational impact. The process created transparency around opportunities and risks, fostered alignment among stakeholders, and enabled shared ownership of strategic priorities.
By combining strategic foresight, analytical rigor, and collaborative reflection, Henkel gained not only a set of opportunity spaces but a clear innovation compass for shaping the future of hair care toward 2040.
The future will not wait!
If you want to define clear innovation search fields instead of reacting to disruption, let’s explore how a structured foresight and scenario approach can shape your growth agenda toward 2040 and beyond.
