Joana Lenkova has spent her career exploring how change shapes people, organisations, and the world around us. As Director of Cultural and Futures Intelligence at the LEGO Group, she focuses on how technology, nature, identity, and societal shifts will define the future of play and childhood - and how the company can respond with purpose. With nearly two decades of experience across brand, strategy, foresight, and innovation, her work weaves futures thinking into decision-making to connect long-term vision with present action. She has shared her work on global stages including the inaugural SXSW London, SXSW Austin, UNICEF, the Building Hopeful Futures Festival - a UN Summit of the Future side event, Innovation Roundtable, and the Global Innovation Forum.