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Rainbow-washing, as defined by the Urban Dictionary is:  “The act of using or adding rainbow colorsand/or imagery to advertising, apparel, accessories, landmarks, etc, in order to indicate progressive support for LGBTQ equality—but with a minimum of effort or pragmatic result.”  […]

The debate is fierce: should brands be more involved in the conversation surrounding societal issues, yes or no? Take brands like Patagonia or Nike for example; they don’t shy away from stating their point of view on different issues. Do […]

Spirituality is often firmly assigned to the domain of religion. However, recent neuroscientific research shows that the same state can be achieved by secular practices too. Tal Dotan Ben-Soussan, a neuroscientist has written a great article on her research on […]

Algorithms are a funny thing.  People love to hate them.  They cause so many problems and are blamed for much of the chaos in today’s complex society, from conspiracy theories to racial and gender biases.  Yet, society cannot seem to […]

Recently Nescau, Nestlé’s leading brand in the chocolate powdered beverage industry in Brazil, made the switch to paper straws. To bring attention to their efforts, Nescau launched a campaign titled ‘Teodoro’. The campaign compares in a split screen the 20 year […]

During the course of 2021 more and more of the world will be opening up again. Some experts predict a ‘summer of love’. All the behaviour that has been repressed during the pandemic will be overcompensated when the restriction are lifted. In […]

German chancellor Angela Merkel was invited to hold a speech on May the 5th, remembrance day of the Dutch liberation in 1945. For this special occasion a group of young people were invited to ask Angela Merkel questions about freedom. […]

Burger King launched a campaign to promote their Impossible Whopper. A vegan burger made without beef that tastes exactly like a Whopper. The campaign pokes fun at the new, confusing, everyday problems the pandemic has created. Ranging from not being […]

“A round trip to Barcelona for €25,-”, or “The New Seat Ibiza, temporary €250,- cashback”, do you travel by metro in Amsterdam? If so, you won’t come across these ads anymore. As of the 1st of May, the city banned […]

If isolation during the coronavirus pandemic has taught us anything, it is how much we rely on our relationships with other people. Locked down with only Facetime and TV for entertainment, the line between real-life connections and imagined ones are […]

Gen Z continue to be the frontrunners for change and strive towards a more progressive and inclusive world. These progressive views extend towards individual sexuality, as was recently demonstrated by a study, published by the American Psychological Association. The study showed […]

For earth day this year the American brewery gave us a sneak peak into the future of beer if we don’t take action now. “This beer uses the kind of ingredients that would be available in a climate-ravaged future including: […]

This compelling article of strategist Tom Roach. offers a critical but essential read on “human centricity”. In particular, it describes the gap between marketers good intention to be human centric whilst actually ignoring the human context. “By obsessing over data marketeers automatically […]

For many years, the marketing industry has been criticized for portraying an unrealistic image of women. Recent research among women in the UK states that women think their representation in advertising has gotten better over the last five years. With 41% saying […]

Ready Player One, a 2018 science fiction film set in 2045, features a virtual world, i.e. a metaverse, known as OASIS. This was an enhanced, paradise version of Earth and offered people an escape from the struggles of real life.  […]

With the introduction of near instant grocery delivery in big cities in Europe, traditional supermarkets face another threat to their business model. Innovative German start-ups like Gorillas and Flink conquer big cities in the Netherlands with the promise to deliver […]

LinkedIn now provides a feature that allows parents to add ‘stay at home dad’ or ‘stay at home mom’ as a job title. The reason behind this new feature is to cover gaps in employment timelines on the platform. While […]

Lockdown is easing…gradually! Across Europe, different countries are at different stages of easing lockdown. Most recently, England celebrated the reopening of their much-beloved pubs and some brands joined in the celebration. Tesco encouraged people to visit and support their local pub after a […]

With travel restrictions implemented worldwide, tourism has come to a halt. However Singapore is opening up its borders, albeit virtually. ‘Singapore by Stream’, launched by the Singapore Tourism Board, makes use of the live streaming platform Twitch. The experience offers […]

Tiktok and Instagram have become awash with videos of people sharing new ways to use Oreo cookies and a plethora of creative recipes have emerged as a result. As it turns out, Oreo cookies can be added to just about […]

Always aspiring to push the boundaries of modern technology, Google is redefining what a map can be. An array of new AI-powered features will be coming to Google Maps in the near future, one of which allows drivers to find the most […]

While older generations are being hit hard physically, younger generations are being hit hard mentally during the pandemic. A recent study found that 63% of 18 to 24 year olds in the US experienced anxiety and depression, with 25% of young adults […]

With 70% of women feeling under-represented in media and advertising it’s time to step up the beauty game. Dove sent an open invitation to any brand advertiser, offering to pay for the presence of real beauty in advertisements by using […]

With several major ongoing infrastructure projects, the Ecuadorian city of Chode tries to make the inconvenient moments more bearable for the citizens. To inject a bit of light heartedness, the city incorporates different ‘memes’ on their road signs around the […]

This article is about how the pandemic has thrown the digital divide into the spotlight, and how brands can become more relevant by bridging this gap. Due to the pandemic, many of our activities have moved online. People spend four hours […]

Times are changing. With the great strides made in accessibility and user-friendly broker platforms like De Giro, Robinhood, and Bux Zero, more and more young people are joining the world of stock trading. A combination of factors seem to drive young […]

Getty Images launched a campaign that showed that “history repeats itself” is not just a saying. Showing photographs from past disruptive events and major historical moments and putting them in parallel to contextually similar images from the present day. At […]

Instead of increasing recreational time, technological and economic progress, has done just the opposite. The pace of life has increased dramatically, both personally and in terms of business. Research into 483 professionals and executives found that 60% of those who […]

Stop rushing to reach all your goals before your forties, and take a moment to listen to the seniors at the “Grandma is an influencer” panel at SXSW. From teaching yoga twice a week through Zoom, to building a startup […]

Luxury brand Gucci now offers sneakers for just $12. The catch? They are digital sneakers. Gucci teamed up with augmented reality fashion platform, Wanna, to create the ‘Virtual 25’ sneakers. Factoring in the growing interest for digital collectibles, the sneakers’ […]

The year 2020, one which many of us wished had been cancelled, has become synonymous, with ‘cancel culture’. Although cancel culture appeared to peak in 2020, it continues to thrive in 2021 and doesn’t appear to be going anywhere soon. […]

The coronavirus is bringing another pandemic along with it. The shadow pandemic – an increase in domestic violence cases as a result of being in quarantine. Krystyna Paszko, a Polish high school student who took matters into her own hands. […]

Last month an interesting study was published about something called the ‘indulgence effect’ in consumption. The Karlsruher Institut für Technologie (KIT) conducted a study where they examined consumer behaviour in regards to the ethical compliance of products. The research shows […]

Barilla, Italian pasta producer, has turned to Spotify to create the playlist timer. A playlist that runs the same length of time as it takes for the pasta to be perfectly cooked. From boom bap fusilli to moody day linguine […]

When talking about climate change and sustainability, the conversation is usually focussed on the physical aspects such as waste, resource use, emissions growth etcetera. As a result, the words digital and sustainability are rarely seen side by side. Digital was […]

What do these things have in common: outcry about the gender of a potato toy, incel terrorism, guys who like to sew, and something called the ‘brotox boom’? At the surface, perhaps not so much. But they are all the […]

Every brand is competing for the attention of the consumer. Standing out and getting noticed is one thing. To be appreciated is another. Nostalgic visuals are an effective way to elicit positive emotions from potential customers. Research shows us that nostalgic images […]

Our friends from the brand consultancy BrandTrust always challenge their clients with the following question. What’s the name of the first man on the moon? And the second? Exactly, most people only remember Neill Armstrong. It is a great metaphor for the […]

Several lockdowns later and the daily walk has turned into a joyless trudge. No matter how many takeaway coffees and cakes you consume in an attempt to give the daily outing a purpose, life has become a bit mundane. We can […]

‘Ok boomer!’ The popular rebuttal adopted by Generation Z in 2019 in response to the continuous conversation surrounding the concern of younger generations. This phrase encompasses the collective exhaustion Gen Z feel towards babyboomer’s misrepresentation and condescension of Gen Z’s political and cultural beliefs. Gen Z is dismissing these concerns […]

Aardman studios, the creators of Wallace & Gromit have launched a campaign exploring mental health challenges. Together with leading researchers and mental health charities, they encourage young people to become more aware of the factors that may be having a […]

Co-living in itself is certainly nothing new. Many people that leave to go to college experience living in a shared student house. Old people often live in retirement homes with communal dining halls. It’s just the periods of your life […]

With the increase in artificial intelligence technology, more and more practical implementations are found every day. An interesting use of the tech is hyper-personalized cosmetics. Picture an AI picking and creating a scent or a lip stick, personally tailored to you. Algorithmic […]

“The Coronavirus disease is the first pandemic in history in which technology and social media are being used on a massive scale to keep people safe, informed, productive and connected.” This quote from a joined statement by WHO, UN and others, shows that […]

Even according to wired, “Virtual beings are a concept and industry so new and nebulous that no one quite agrees what they are or what they’re for.” The best way to describe what’s going on would be to introduce you […]

We have all experienced it in 2020. You were looking forward to something but then it got canceled because of corona rules. Research informs us that rejoicing is unique for people. Unlike animals, people can imagine things that are not […]

While many people seek out green spaces to destress and relax, adults can now bring a touch of nature into their home and unwind as they create and customise their botanical builds… and the great news is that LEGO plants […]

Late last year a study was published that found a link between experienced masculinity and voting behaviour. Three different experiments found that men’s concern about failing to meet masculine standards lead them to embrace more aggressive policies and politicians. In the study […]

Over the last year we have seen the word ‘shecession’ used more and more. The reason for this word is the fact that women are affected disproportionally by the pandemic. Obviously not only women and not every woman, but the […]

During the winter months many museums and other sources of entertainment were closed due to the ongoing pandemic. This is why AR app Acute Art and Dazed Media turned the entire city of London into a digital art gallery called […]

During crises, people’s worlds shrink. Sociologists refer to this ‘shrinking world’ as a phenomenon that occurs in times of crisis. The definition: a renewed focus and appreciation for the known and local. It means that in times of crisis, people turn inwards. […]

All around the world people protest against governmental regulations. Among them are not just wacko’s but hippies, intellectuals, entrepreneurs, mums, dads – just people. The protests are the most visible manifestation of widespread feelings of anger, fear and uncertainty. At […]

Here is an interesting stat from Deloitte’s global research: “Positive economic sentiment among Millennials is at its lowest in the six years we have been recording it. Only 26 percent of respondents said they expect the economic situations in their […]

We’ve been part of hundreds of innovation challenges creating new business models for Millennials, inventing new products or services for Generation Z, communicating in the right way to younger generations. But the amount of ‘boomer-projects’ is limited. One explanation – […]

The need for social connections will for sure never loose its relevance, simply because it is a fundamental human need. What will change over time, however, is how people will fulfill that need. That is why we discuss the manifestations of the need for connection that we can expect in the coming time and what that means for brands.

The Louvre in Paris has recently auctioned several special visits. Think of a tour at night, a tour over the roofs of the museum or a guided tour by the director of the Louvre. The most special visit that was […]

More than ever, corporate and brand strategies must be chosen wisely. But defining a strategy in the midst of economic turbulence, governmental stimulus and changes in consumer demand is hard. We’ve seen many organizations adapting their business models to the […]

With the onset of the Covid, 31% of fathers are taking more care of their kids than before Covid. This is up from 21%, and not as much as women take care, but it is a clear shift shown by […]

The debate about gender and identity is alive and kicking. The man is in crisis and his masculinity is toxic, according to the media. Brands that focus on men are participants in this debate, whether they like it or not. […]

Engaging with consumers is a tough cookie for insurance companies. Insurance products are a mandatory commodity that most people don’t want; making the acquisition of a policy a low interest moment with hardly any joy and engagement. On top of […]

Not a single person in the world has been missing out on the American elections over the last couple of weeks. Now the time of frantically refreshing the interactive electoral college maps and checking the live-blogs for every little update […]

Open the newspapers and you’ll notice rising levels of fear and anger amongst citizens. Polarization and hardening of manners are having its impact on society. With a strong impact on the mindset of the youngest generation, Gen Z. A mindset […]

With the American elections racing to a conclusion, and the stakes seemingly higher than ever, several high-profile celebrities try to reach the younger generations. Young people are historically a notoriously absent demographic at the voting booths. Fewer than half of […]

You might wonder, why do some generations struggle more with mental wellbeing than others? We take a birds eye view on the changing human context to answer this question and discuss what this means for brands.

Maintaining a healthy work-life balance was already stressful for Generation X, but the corona crisis has put even more pressure on finding this balance. We discuss the role of brands in this struggle and share inspiring cases.

How are Babyboomers experiencing today’s times? Although they might be more willing to self-isolate, we explain why this specific generation hates is as well.

Vattenfall, one of our clients from the energy sector has the ambition to realize fossil free life within one generation. This means Vattenfall constantly has to adjust its marketing activities to changing needs and behavior of their customers.

For some time now, we have observed a growing consumer demand for brands that contribute to solutions for social issues.

Our clients have been asking us – what’s next? Well, to stay relevant as a brand, to find the right guidance to respond to this crisis, brands need to start with understanding human needs.

Lately there has been a lot of talk about the rise of e-commerce. But we’ve not seen just a shift in HOW people buy, but also WHAT they buy and that is; authentic and local brands and products.

We believe the human context provides the necessary strategic guidance to navigate these extraordinary times. Let’s add some human context for the financial industry. You’ve all seen it. The corona crisis is putting a pressure on people’s wellbeing.

This week we inspired VodafoneZiggo with human insights that provide opportunities to build a relevant and responsible brand towards 2025.

A recent large scale Dutch survey (June 2020), commissioned by Unicef, underlines what we’ve observed for a while already; teenagers experience a lot of stress these days.

A year after we started writing our latest trend report ‘The Search for Meaning’, we live in a world that has drastically changed..

The world is in chaos right now. People, governments and organizations are in downright survival mode. Everybody is looking at today and tomorrow.

This year we dive into the human quest for a meaningful life. In anticipation of the full report, we will share some findings and considerations regarding the subject that we encountered during the writing process.

At TrendsActive we are blessed with having multiple clients with whom we have a long relationship. Proximus (a large Belgium telco operator) is one of them.

De marketeer weer terug in het strategische zadel brengen. Daarvoor is verdieping in de belangrijkste sociaal-culturele trends nodig. Aflevering 3 in een serie van 6 trend-duidende beschouwingen: hoe laten we ons merk aansluiten op de man van tegenwoordig?

So, how are you holding up when it comes to those new year’s resolutions? Apparently, this is the week in which most people fail to meet the expectations they set for themselves. It is no easy task to change behavior, especially not when they are habits that are deeply engrained in our system.

The essence of marketing was and always will be to identify, understand and serve human needs.  In todays world we call that customer-centricity, because many organizations have seem to have lost touch with their customers.

Recently, we inspired the Dutch non-profit sector at a meeting organised by PWC. The future of non-profit organisations is at stake. Most of them are losing donors rapidly. What does this mean for their future?

Many Babyboomers are still working while Generation Z enters the labour market. This means that Babyboomers, Generation X, Millennials and Generation Z are working together and they all have their own attitudes to work. This presents both chances and challenges for companies and its employees.

Generation Z are mobile natives. Yes they have a different outlook on health and beauty. But what drives them in their decision making? And how is that different compared to Millennials?

A couple of months ago Instagram began a test in Canada that hides the total number of likes on photos and videos. So likes won’t be visible on the main feed and profiles, only the owner of the account will be able to see the likes. Last week the company announced that the test will be expanded to more countries.

Pension funds tend to react by explaining their efficiency, emphasizing the interest rates they make, and other compelling arguments to show their competence. But is showing off your competence the best way to rebuild trust?

There are 100 million of these Millennials living in Europe. The Eurapco partners now have the insights to become Millennial-proof. Are you?

People love to make fun of Millennials, the generation born between 1981 and 1997 who are obsessed with taking selfies. More recently, Millennials have been the target of ridicule for spending too much money on overpriced avocado toasts instead of saving to […]

The marketing field is often seduced by beautiful stories on new technologies: artificial intelligence, big data, you know the drill. But what should we be really talking about? Right. About the customer.