After years of working in the trendwatch and marketing sector, we noticed that organizations struggle to understand the practical implications and opportunities that sociocultural trends create for their business. Most trendwatchers and research companies only provide trend information, not the practical implications for a specific brand, product or service.

Our personal opinion is that in order to develop relevant marketing, design, products etc, you need a deeper strategic foundation based on the people you are making it for. That is why trends matter. Being in the know about what is happening in the world helps companies capture market opportunities, test risks and spur innovation.

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