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Semiotics
Identity
Gen Z (born 1997-2010)
Technology
Community
LocationAmsterdam, Netherlands
Macro ExpertGemma Jones

Cultural strategist specialising in design, internet culture and identity

Gemma Jones specialises in semiotics, cultural insight, ethnography, and futures. In recent projects, she has explored the future of messaging platforms, teen safety online, perceptions of AI, the semiotics of sustainable materials, and youth sports. Clients include Microsoft, Nike, Discord, TikTok, Uber and Coty. Alongside her strategic work, Jones co-founded the School of Critical Design and facilitates courses in place futures and speculative design with students and professionals. She has worked at semiotics consultancy Space Doctors and as head of insight at Protein. She holds a first-class degree in English literature and a master's in culture and creative industries.
Recent workAn editorial role on Protein's recent report investigating what community really means and the new community models influencing culture.
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