WHAT
TrendsActive is a trend interpretation agency, which means we bridge the gap between theory (trend research) and practice (daily business).
TrendsActive was founded in 2007 by Kees Elands en René Maas and is located in Utrecht, the Netherlands.
TrendsActive was founded in 2007 by Kees Elands en René Maas and is located in Utrecht, the Netherlands.
HOW
A-TRENDS
We filter, analyse and summarize socio-cultural trend research in understandable language.
B-ACTIVE
We make trends and insights 100% practical for organizations - on strategy, communication and product development.
WHY
After years of working in the trendwatch and marketing sector, we noticed that organizations struggle to understand the practical implications and opportunities that socio-cultural 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. We have developed a reliable methodology that helps organizations to implement trends in their daily business operations.
‘Knowledge of what is does not open the door directly to what should be’
Albert EInstein
WHO
TrendsActive employs a team of specialists that have very different, but complementary backgrounds. We have in-house researchers, strategists, art directors and designers. Besides this, we work with a comprehensive network of specialists on a regular basis.
Our core team:
Kees Elands
Founder / Creative & Strategic director
After graduating from art academy, Kees (1976) started working as an art director/strategist for various brands. Since 2001, Kees has been developing trends for Science of the Time (Carl Rohde). His vision on trends & communication prompted the foundation of TrendsActive.
Founder / Creative & Strategic director
After graduating from art academy, Kees (1976) started working as an art director/strategist for various brands. Since 2001, Kees has been developing trends for Science of the Time (Carl Rohde). His vision on trends & communication prompted the foundation of TrendsActive.
Thimon
de Jong
Research director
de Jong
Research director
Thimon (1977) graduated in subcultures, studying Cultural Science. Thimon is a former Editor-in-Chief of RELOAD magazine and trend researcher for Signs of the Time and FreedomLab Future Studies.
Rene Maas
Founder / Brand director
Founder / Brand director
In the mid-nineties Rene (1965) was the pioneer of guerrilla marketing at Nike Europe. He became head of marketing at Audi and then brand director at Lowe. His wealth of experience in the multinational business world has made Rene an expert on understanding the client’s perspective when working with trends.
