Founder & CEO, FutureProof
Nearly three decades helping brands understand what changes next. And what to do about it.
From the first digital-native consumers to an AI-native generation, Matt’s career has followed a consistent thread: technology changes behavior, and behavior changes business.
Four chapters. One through line.
Mr Youth and MRY are chapters in the same agency’s evolution. Each business added another dimension to the work.
Millennials were growing up online. Matt founded Mr Youth to help brands understand them, working across campus communities, digital participation, and the ways young people influenced one another.
As Mr Youth evolved into MRY, the work expanded into social and mobile. Millennials helped establish those behaviors. Gen Z would grow up with them. Brand building became more immediate, participatory, and connected.
Matt founded Suzy to bring consumer feedback into everyday business decisions. The focus moved from reaching an audience to understanding what people think, want, and need with greater depth and speed.
AI brings another change in how people find information, evaluate brands, and make decisions. Gen Alpha is growing up inside that change. FutureProof connects the consumer insight to the strategy, campaigns, agents, and software brands need next.
For the user it’s really about
the output or the result.
Matt Britton · Interview with MrWeb
Read the interview ↗The next consumer.
The next business response.
The thinking behind the work
In Generation AI, Matt follows the connection between new technology, changing expectations, and the choices facing businesses. The question is not simply what AI can do. It is what people will do differently because of it.
“Nowadays, big ideas are almost commodities.”
Matt Britton · Generation AI
FutureProof is built around the next step: from concept to execution. That means staying close to consumers and hands-on with the work.
See how the thinking becomes actionA perspective built by doing
Matt is Founder & CEO of FutureProof, Founder and Executive Chairman of Suzy, and founder of Applaude. He is the author of YouthNation and Generation AI, and host of The Speed of Culture.
FutureProof brings the agency experience, consumer intelligence, and hands-on development perspective together. Gen Alpha is a lens on what comes next, not the limit of whom we help brands serve.
Biography and current roles ↗Career history describes Matt’s experience. It is not a claim that prior-company clients or results belong to FutureProof.
Start with the business question
Tell us about your category, your customers, and where you see the opportunity. We’ll consider the right response together.