We guide brands on how to be relevant and meaningful in the lives of people .
Why meaningful is the key to stay relevant.
In a time of constant change and constantly increasing customer expectations, the biggest fear for most brands today is the loss of brand relevance. People are connected through a huge network and share everything – good and bad. Markets are constantly shifting. New trends are emerging. Competitors enter the market unexpectedly and change the game right in front of your face. And customers expect brands to make a contribution to society. As a result, many companies struggle to stay relevant – they try to stay ahead of the competition, adapt quickly enough and maintain their position in the market. But there are simply too many variables. What gives you something to hold on to of What gives you the right guidance? What should you focus on as a brand?
We believe that adapting to the changing human needs and behaviors the key for brands to stay relevant. It allows them to be meaningful, whatever the state of change we are in at the moment.
As a brand, you are only of value
when people appreciate you.
And remain loyal to you.
This is achieved by connecting
with the changing needs and values
That way, you are truly relevant.
And you take your place in a world where no one knows exactly what the future holds.
To be relevant, brands are not required to be certain about abstract future visions or new technologies. Relevance lies within the human context.
- What drives your customers?
- What human needs hide behind the data?
- Why do people do what they do?
- And want what they want?
If you understand people’s deepest needs, then you know exactly how to be relevant. Today, tomorrow and the day after that. But where do you start? How do you separate hypes from structural insights? And how do you do the right things to meet those needs?
By looking at the way people relate to brands and to each other. And to the broader context in which they live.
We do this by researching sociocultural trends. Not volatile hypes, but well-founded academic research into the changing behavior and the changing needs of people.
Who we are
We’re an independent, boutique consultancy firm, founded almost 20 years ago. With the initial mission to improve marketing and communication by integrating research, trends and creativity. Over the years we’ve evolved into the trend consultancy we are today. We are a team with diverse background and areas of expertise – from social science and psychology majors to creative designers and management consultants. Together we have a wealth of knowledge about human sciences, branding, marketing and organizational issues. We share the conviction that a human centric mindset is key. We are a sincere, no-nonsense team that likes to create impact by being smart and relevant for our customers.
Facts & Figures
just after the millennium, in 2003
Our insights are relevant for all cultures - we applied our model in: USA, Brazil, Zweden, Egypt, Austria, Turkey, Poland, Italy, Switzerland, Denmark, Russia, China, Belgium, Japan, Thailand, Germany, Finland, Iran, Malaysia, Spain, Singapore, Taiwan and Mexico.
Founder & Strategist
Partner & Strategist
Aljan de Boer
Head of Inspiration
Intern Utrecht Uni.
Intern Fontys Uni
Network & Partners
TrendsActive is part of a group of companies adding value in different areas of brandmanagement. We’re all independent but we share the same values.