In 2022, we conducted a Scenario Planning project based on primary research that involved systemically identifying signs of change in people’s daily lives. These changes included social, technological, economic, environmental and cultural aspects. This approach made it possible to anticipate and explore the future of Financial Health and Sustainability, predicting future scenarios based on emerging trends in different areas. This allowed us to consider the future consequences and define the role our organisation should play in the coming years, helping us to improve our marketing, innovation and design strategies.

According to the bank, financial health may be defined as wellbeing achieved through the proper management of personal, family or business finances to cover unforeseen situations and attain future life goals.

This, however, begs the question: will this definition remain valid in the future, when people’s lives are influenced by new factors?

Approach

We employed diverse frameworks to scan reality on a social, technological, economic, environmental, political and values-based level. Our aim was to understand and predict prospective futures within a specific geographical context and timeframe: Spain, within 5 to 7 years’ time.

We observed clear signs and manifestations of change at a global level. However, certain signals remained somewhat vague until we managed to understand their interconnection with other factors, as nothing occurs in isolation.

As we pushed the project forward, a series of future landscapes began to appear before our eyes. These scenarios allowed us to analyse and imagine how different families would live under a series of what are today emerging circumstances, offering a glimpse at what the bank’s main role will be in the future.