carrot carrot carrot Change Centers x cognizanti collaborators create-folder Data Science Decisive Infrastructure download download edit Email exit Facebook files folders future-of-work global sourcing industry info infographic linkedin location Mass Empowerment Mobile First our-latest-thinking pdf question-mark icon_rss save-article search-article search-folders settings icon_share smart-search Smart Sourcing icon_star Twitter Value Webs Virtual Capital workplace Artboard 1

Please visit the COVID-19 response page for resources and advice on managing through the crisis today and beyond.


Social Foresight Shapes 2040 Strategy for Oil & Gas Provider

The Challenge

A major North American oil and gas provider was concerned about the growing trend among consumers to forgo fossil fuel in favor of lower-carbon alternatives, as well as the shift from traditional notions of car ownership and refueling to ridesharing and electric cars.

The company wanted to adapt and carve out a long-term plan in this unpredictable market, so it approached Idea Couture, a Cognizant Digital Business that analyses the present to help shape our clients’ future.

Our Approach

Our team includes anthropologists who study the social motivations that drive consumer and technology trends. The team conducted two concurrent streams of work for this oil and gas provider: ethnographic research, to understand the current experience of energy company customers, and foresight scanning, to anticipate broader changes taking place around the business. This approach helped us help the company better understand the need to confront the changes that are an outcome of the new modes of mobility, including ridesharing, and build trust among consumers. We also identified the company’s need to differentiate itself among its competitors.

Based on these findings, we developed a strategy to help the company in three areas: provide customers a greater sense of control over energy purchases, pricing and carbon footprints; create new mobility and convenience experiences that give time back to customers; and help customers make decisions that benefit the environment.


Shaping the Company’s Marketing Strategy up to 2040

Our team used anthropological and foresight research to create future scenarios that provide insights into customer behavior that can lead to regaining customer confidence and interest in the company. We also identified opportunities and threats to the business, as well as helped the company establish a long-term vision.



insights into customer behavior


a long-term vision for the company


opportunities and threats to the business