Rolf Jensen says so, but that doesn’t feel quite right to me. Though his point of view is certainly interesting…

In the Dreamtelligence era, we trade in stories and dreams, in the extraordinary and the implausible. In this new age, industry can make anything you want, but what it can’t manufacture is fantasy – and that’s where imagination comes in, for both brands and consumers. The blur between fantasy, reality, adulthood and childhood is inspiring brand communications that truly enchant, surprise and engage. Designers are dreaming up playful landscapes – playscapes – to which our inner child can escape, and to give consumers the ability to discover through playful interaction with products, spaces and brands.

We live in a fantasy world and we need to make products to fill it,’ says Rolf Jensen, chief imagination officer of futures consultancy Dream Company. ‘Fantasy products may never materialise in the real world. They could be robot milk, a computer game or a concept car. The product is a by-product of a fantasy.’