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Do you know what’s relevant and meaningful for your customers?

People expect brands to be relevant and add meaning to their lives

To stay ahead, brands should leverage profound needs and changing behavior of people instead of just hypes and big data

One model to capture where and how 
you can be relevant in your customers lives

We’ve brought 20 years of human behavioral research together in our Human Context Circle. This circle provides tangible insights to fuel future proof strategies, innovation and touchpoints. Allowing brands to ensure their (future) relevance.

Human Context Circle TrendsActive

Clients and challenges we’ve guided


Vodafone set the goal to become more customer-centric. The main goal was to introduce an easy-to-apply marketing and sales segmentation based on customer needs. So together with Vodafone we delivered a pragmatic, human-centric segmentation, by integrating our generational and and gender insights with Vodafone’s customer data.

Nationale Nederlanden

After acquiring the Dutch insurer Delta lLoyd (DL), Nationale Nederlanden needed to reposition, rebrand and reintroduce the existing DL healthcare proposition. In close collaboration with the customer we used our insights in the human behavior to design the launching proposition.


Disney approached us as they found out there was some fierce competition between Mickey Mouse and Donald Duck:) Disney was looking for a way to increase the relevance for the Donald Duck brand. And what do you do then? You approach TrendsActive.

“Suddenly it all makes sense…”

– Manager design and creation

“Working with TrendsActive was a true revelation”

-Brand strategy manager

“When we applied the principles of TrendsActive to our customer communication, we increased the response rate with 25%.”

– Marketing and Communication manager


“I can’t tell you enough how pleased I am with the push that the TrendAnalysis has given to future developments.”

– Grandmaster – Order of Freemasons in the Netherlands

Trendsactive’s guiding principles turned out to be an excellent foundation for the activation of our new healthcare care label.

Marketing manager

“Working with Trendsactive feels like working with your nicest colleagues but with the indispensable expertise from the outside.”

– Commercial manager

Our Services

Our services guide brands on how to be relevant and meaningful in the lives of people. We tailor our services to your brand and challenges but in general we distinguish three main types of services

  • Impact assessments: Find out where your relevance lies
  • Activation strategies: Design how to leverage on these insights
  • Academy services: Learn all about why people behave the way they do

News & Insights

Curious what we can do
 for your business? 
Kees would like to tell you more.


Kees Elands

Founder & Strategist

+31 6 14 27 70 04


Need someone else?
Find the whole team here!

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