Fragile Futures: How Consumers Respond to Future-Oriented Interventions – MSI

Working Paper

Fragile Futures: How Consumers Respond to Future-Oriented Interventions

Daiane Scaraboto, Alison M. Joubert, Claudia Gonzalez-Arcos and Jorgen Sandberg

Dec 19, 2025

Topics

research recap

Consumer Future-Making Makes—or Breaks—New Technologies (Like EVs)

Consumers have many reasons and pathways for adopting—or rejecting—new technologies such as electric vehicles. Like customer journey mapping, the theoretical lens of future-making can help marketers and policymakers understand how different consumers evaluate, negotiate and enact alternative futures that align their goals with desired business and policy outcomes.

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