WHAT
We use social cultural trends to answer business questions.A-TRENDS
We study the behaviour of people within our changing global society.
B-ACTIVE
We interpret this research into the development of business strategies, marketing, communication and products.
FOR WHOM
Over the years we worked for a variety of brands and organizations. From profit to non-profit. From Telecom to Retail. From SME’s to fortune 500 companies. We work globally and for any department, from CEO’s to secretaries. Our business focussed on the behavior of people, which is relevant to any organization.
HOW
How we do the work is complex because every job is different. Over the years however we developed a solid and proven methodology and work with an integrated process we call the three I’s: Insights phase, Interpretation phase, Implementation phase.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.
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 / CEO
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 / CEO
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
Insights & Strategy director
Insights & Strategy director
Thimon (1977) studied Arts & Culture and has a master's degree in political culture. He is a former editor-in-chief of RELOAD magazine and trend researcher for Signs of the Time and FreedomLab Future Studies.
Rene Maas
Founder / Managing director
Founder / Managing 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.
