Bridget Dalton PhD Named HeadOf Truth Futures. A new clientoffering from Truth Consulting,tapping into AI, semiotics andpartnering with changemakers.

[30 September 2024, UK] – Truth Consulting, leading insights and strategy consultancy, led by Dr Matilda Andersson, owned by Instinctif Partners, has appointed Bridget Dalton, PhD, as the new head of Truth Futures. Bridget has over ten years of experience in cultural and commercial insight and strategy. She honed her skills at specialist semiotics agencies Canopy and SignSalad before exploring cultural foresight at Crowd DNA. Prior to joining Truth she developed, utilised and sold AI powered insights and strategy tools as part of the pioneering team at Discover.ai.

Truth Futures brings together a blend of tools, frameworks and partnerships to spot cultural change and devise future proof strategy for Truth Consulting’s impressive client list, including brands such as Philips, Innocent, and Barclays. This is an exciting new addition to Truth Consulting’s well established multi-discipline, bespoke insight and consultancy offer. Since the business’s inception it has been committed to doing things differently, going further and finding truth in unexpected places. The futures offer is built on this principle as well.

Truth Futures leans on thought leadership, semiotics, social listening and leveraging a new partnership with the Ashoka Network a global organisation of 4,000+ social entrepreneurs. Each discrete specialism can be applied individually or as part of a blended approach designed to help clients tackle and embrace the challenges and the opportunities that the future holds. The Futures offer builds on perspectives from all four methods:

• DISRUPTIONS: a bank of 20+ deep, tectonic shifts that change the way we live everyday – the brainchild of Dr Mark Thorpe and grounded in academic research
• Ashoka Changemakers: crafting relationships between the world’s best brands and the world’s most active and innovative social entrepreneurs  website here
• Truth Intelligence: listen differently to the world online – utilising a bespoke tech stack including AI to uncover signals from unstructured data, unprompted thinking from consumers, brands and culture to quickly take the cultural temperature around any topic and use that to strategic advantage
• Semiotics: decoding culture for everybody, everyday – rich, useable and deep analysis designed to help brands stay true to their meaning and remain relevant and resonant in culture.

Commenting on her new role, Bridget said:

‘This is an incredible opportunity and very much the right moment to further embed future facing multi-method cultural analysis approaches into Truth’s already impressive insights and strategy capabilities.”

“I’m truly inspired by the high caliber of work at Truth Consulting from an excellent team of truly innovative social listening experts, data analysts, behavioural scientists, excellent researchers and strategists. It’s a real honour working with semiotics at an agency where the semiotic approaches hark back to Virginia Valentine who in the early days consulted on the direction for semiotics at Truth.“

“The commercial, and ethical potential of the Ashoka partnership for our clients is vast. Leading edge networks are vital for cultural insight. But with the Ashoka partnership, we’re grounding this in socially entrepreneurial spirit- facilitating opportunities for brands to learn from those at the vanguard of business for good. It’s compelling and deeply credible, I cannot wait to get changemakers and clients together.” Says Bridget Dalton Head Of Truth Futures

Additional members in the Truth Futures team in picture, Bridget Dalton sitting down in the middle, from the left Duart Rankin, Carlota Rosa-Delgado and Taiye Akin-Akinyosoye.