An award-winning strategist, Parusha finds excitement in helping brands establish an iconic presence and develop meaningful connections with their target audience to drive business growth. As the Head of IAB SA (DEI) Council, she strives to create a collaborative environment where creativity and clients can flourish. Her ultimate goal is to foster “brave spaces” that inspire innovative and impactful creative work.
As global director of VML Intelligence, the agency’s in-house futures and innovation think-tank, Emma consults with clients to build long-term strategies based on qualitative and quantitative insight that incorporates cultural and behavioural change, sector innovation and Zeitgeist shifts. She is a member of the WARC Awards and Creativepool 2020 judging panel, and regularly speaks at conferences including SXSW, Adobe Max and Pause Fest.
Progress sometimes means looking back, but usually involves moving forward at incredible speed, changing how we play, shop, and experience life itself.
– VML The Future 100 2025
About The Future 100
The Future 100 is VML's indispensable annual global guide to the trends that shape consumer spending and behaviour. For this year’s report, the team surveyed thousands of consumers across 14 countries – including South Africa – and unearthed 100 game-changing trends across 10 different sectors. They discovered that 2025 is a year of paradoxes, where advanced technology meets digital disconnection, where the dawn of the trillionaire collides with cost-cutting and the prolonged challenges of the “cost-of-living crisis”, and where brands must find that delicate balance between resonance and restraint.
The insights into the mindset of South African consumers were both surprising and revealing.
