My rant on "futureproofing"

When we waterproof something, we do it to keep water out.
When we make something soundproof, we do it to keep noise out.
When we make something tamper-proof, we do it to make it resistant to interference.

If we consider this from a pure linguistics point of view, then why on earth would anyone want to FUTUREPROOF a businesses?!?!?!

Of course, I know that the intended meaning behind "futureproof" was never to keep the future out, but the literal meaning of words hold and convey power, irrespective of the intent behind them. If the intent of future "proofing" is to prepare people and businesses for success in a fast-changing future, then future "ready" is surely a better (or at least more literally accurate) word.

I first voiced this suppressed rant in 2021 as a client considered jumping on the trend bandwagon and adopt "futureproof" as their strategic theme for the year. I didn't have to rant too hard or too long before the client's team's eyes widened with realisation (in fact, the "rant" didn't even escalate beyond a polite but firm explanation of my point of view). A quick vote later the direction changed to my recommended "future-ready", and I am very glad to see that they are continuing to use the theme to this day.

To end this rant, I implore you to have a good, honest look at whether any of your "futureproof" initiatives are inviting the future into your business, or whether some of it might eventually keep the future out.

#rantover