“Foresight readiness” refers to an organization's ability to anticipate and prepare for future challenges and opportunities. It is a specialized concept in strategic planning and innovation. Foresight readiness is increasingly recognized as a critical factor in an organization's ability to anticipate and navigate an uncertain and complex future. This study explores foresight readiness through the lens of the foresight practitioner, focusing on three interconnected dimensions: learning, change management, and marketing. By examining how practitioners enable foresight adoption within organizations, this research highlights the structural and cultural conditions necessary for sustained futures thinking.
First, the study explores the role of learning as a foundational component of foresight readiness, emphasizing organizational learning, individual learning, and knowledge management. It examines how organizations can cultivate futures literacy, integrate foresight insights into decision-making, and shift from retrospective to anticipatory learning.

Next, the research investigates change management as a key enabler of foresight implementation. It identifies systemic barriers to organizational change, evaluates various change management models, and discusses how foresight practitioners can facilitate transitions. Leadership, culture, and psychological safety emerge as crucial factors in overcoming resistance and embedding foresight within organizational structures.

Finally, the study examines marketing and communications as essential to positioning foresight as a valuable strategic tool for organizations. It explores how practitioners tailor foresight messaging, align foresight work with organizational priorities, and address resistance through storytelling and engagement strategies.

Using a qualitative research approach, including literature reviews and practitioner interviews, this study analyzes foresight readiness from a practitioner perspective through three critical lenses – learning, change management, and marketing and communications. The findings provide practical insights for those seeking to institutionalize futures thinking and build long-term strategic adaptability.