Dr Lida Hujic

Lida Hujic speaker on brands and trends

Dr Lida Hujić is an innovation & trends consultant, curator, public speaker and author, who trades in the currency of cool, advising c-suit executives as well as masterminding some of the most influential global micro-trends.

Lida is fascinated by how idiosyncratic ideas become the norm. Her professional and personal life blend around her ability to anticipate the next big thing. As an insight-led innovation consultant, she specialises in identifying growth opportunities for blue chip companies including Samsung, Unilever, P&G, and Heineken.

Lida’s corporate practice is combined with insider knowledge of leading-edge sub-cultures and how new trends are formed. Her trend setting credentials include phenomena that truly struck a chord, such as ‘cool knitting’ hailed as ‘one of the most influential global micro-trends shaping youth culture’ by Bill Clinton’s campaign advisor, being one of the original members of the visionary co-op The People’s Supermarket (TPS), which brought the issue of food waste on the public agenda, and being part of the KTZ ‘family’, one of the most influential high end fashion tribes at the epicentre of the zeitgeist.

Lida is the author of the critically acclaimed The First to Know: How Hipsters and Mavericks Shape the Zeitgeist. Her second book, The 2.5% : Small Group – Big Influence is brand new and already described as ‘extraordinarily engaging’.

A frequent public speaker, expert commentator and occasional contributor to a diverse publications, she’s also regularly featured as a trend setter in a variety of international online and print publications, radio & TV shows.

Lida is also a highly competent moderator, a skill acquired when she joined a pioneering radio station and went on to become one of the most influential radio and TV broadcasters in the former Yugoslavia, referred to, today, as the ‘legendary generation’. She has a PhD in music television from Goldsmiths College, hailed for her ‘pioneering analysis’ for which she was awarded ‘London Student of the Year’ in 1996 and a MTV Video Music Award in ‘Best Academic Achievement’ in 1999, a specially created category for her.

Lida has spoken at conferences and corporate events around the world. Events range from global marketing conferences to senior management away-days, guest lecturing at prestige colleges, art, fashion and music festivals, to hosting talks with leading figures from their respective fields to sold out audiences at membership club Soho House, where she’s had a residency as a sought-after curator for their talk-based events since 2012.

As a moderator, she has interviewed leading personalities – including actors (David Suchet, cast of Allo Allo); band members (Franz Ferdinand; Pink Floyd); fashion designers (Katharine Hamnett, Pam Hogg, Ashish); artists (Jeremy Deller) – as well as senior company executives – including Xavier Rees, CEO Havas London; Mark Cuddigan, CEO Ella’s Kitchen; Brent Hansen, President and CEO, MTV Networks Europe; the late Toni Mascolo, co-founder and CEO of Toni and Guy – and many many more.