Holly Friend

Holly Friend is a writer and cultural strategist who observes, questions and finds patterns in human behaviour. She spent five years working as a trend forecaster for The Future Laboratory, where she became known as an expert on Gen Z, speaking on industry panels, delivering keynotes and co-leading the trends intelligence platform LS:N Global.

As a freelancer, Holly consults for brands such as Bumble, Nike, Google, and Audible. She has also been a guest on the culture podcast STARGIRL, discussing the perverse allure of Ottessa Moshfegh.

Born in Scotland and raised in Derbyshire, Holly now combines two of her two greatest loves – travel and writing. She's mostly based in London, unless she’s in Copenhagen, and she has held writing residencies at JOYA:AiR and Studio Kura.