Greene (pictured) was previously worldwide director of JWTIntelligence. Prior to JWT she worked with London-based trend consultancy The Future Laboratory.

Light Years is headquartered in Los Angeles. It will focus on trend-forecasting and brand strategy and core services include strategic research and thought leadership, innovation stimulus programmes, brand strategy and creative incubation.

Light Years is bringing out its first report – Light Years 2020 – designed to be a macro forecast for Light Years’ clients looking at the year ahead. Trends span Generation Z, Xennials and sustainability along with business sectors including beauty, travel, wellbeing and retail.

It has been compiled in collaboration with a global network of experts, influencers and practitioners.

Greene said: “We draw on a wide variety of multi-sector, multi-market, thinkers, creatives and experts, synthesising data, visual analysis, ethnographic research and more to create a rich, and nuanced picture of the future. We believe art is as valid as science and that a visual meme can be as revealing and meaningful as a data point.”