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Why ​​even people with strong egalitarian beliefs may still block equality

According to a new paper, people (even those with strong egalitarian beliefs) block policies that reduce disparities as they often think that the gain of one group must lead to a loss for another. This “zero-sum view of equality” is a roadblock […]

 Does Gen Z see fashion as an asset?

Fashion brand SAMSOE & SAMSOE taps into the popularity of marketplaces like Vinted. The brand enables customers to resell their products by giving you all the info needed through a QR code, such as measurements and the original price. This might […]

The job board centered around Sustainable Development Goals

Younger generations are increasingly incorporating the values of brands and employers into their decision making. A 2018 Deloitte survey found that 77% of Gen Z respondents said it was important to work at organizations whose values aligned with theirs. Sdg.careers is a job platform […]

Ad giant helps employees transition to their ’second lives‘

With the growing life expectancy in Japan, new solutions are required to facilitate and stimulate an ageing workforce. That is why Dentsu launched a new program last year that helped older employees transition from their career at the company to […]

Burger King captures the confusing times in their new campaign

In a continuation of an earlier campaign about these confusing times, Burger King has designed another set of posters to promote their meat-free chicken. The posters illustrate our confused everyday inner monologues, finally ending with confusion about how this chicken […]

58% of corporate leaders admit to being guilty of greenwashing

Which is one of the surprising results of an anonymous survey among 1,491 executives worldwide. It was even, with 68% among American leaders. But even though the stat is surprising, it seems most people were already assuming so. A different survey among 395.000 consumers […]

Familiarity breeds liking
in Lacoste’s latest campaign

Although everyone is unique, there is always something we have in common. That’s the message of Lacoste’s latest campaign. The campaign reveals that moment when two very different people meet by chance and discover they have something in common: a […]

Might going back to the office support you in living longer?

Job advertisements that specify ‘remote’ are now receiving three times the applications of those that do not, other research tells us that 64% of workers would consider quitting if asked to return to the office full-time, and some people, like […]

A one-sided perspective in the media, but what does society think?

Many people (especially in the Netherlands) will have heard about the recent controversy surrounding Vandaag Inside guest and tv personality Johan Derksen. In short, Derksen told a story on television about how he penetrated an unconscious woman with a candle […]

Retail shows: silence is the new luxury

With the steep increase in convenient delivery options for almost any product, retail stores will have to evolve to draw people to their brick and mortar locations. After two years of on-off lockdowns, we have collectively rediscovered the benefits of […]

You’ll get it when
you see it…

To promote the Vancouver Mural Festival (VMF), design agency One Twenty Three west has created some smart advertising for the murals. Instead of actually showing the murals, it reads a cryptic, intriguing text, accompanied by a location. “You’ll get it […]

What you want to know about conspiracy theorists

Jigsaw, a research unit within Google, is regularly publishing research articles that explore the inner workings of conspiracy theories, and maybe even more importantly; conspiracy theorists. Because you can’t understand social phenomena, without understanding what drives the people involved. At […]

Are young generations fed up with capitalism?

More and more signs are emerging of younger generations, namely Generation Z, being very averse of capitalism and the current economic system. The reason why is not very surprising. Whereas older generations saw the rise of capitalism result in stronger […]

Theory of Value: Why do people pay millions of dollars for NFT’s?

NFT “non-fungible token” is a term used to describe a unique digital asset whose ownership is tracked on a blockchain. It often gets acquired for thousands, or in some cases, millions of dollars. Why would someone pay millions for a […]

Hulu lets artists play around with its logo

Most brands are very careful with their brand image. Their visual communication is strictly dictated by a brand book with meticulous rules in how–and often how not–to display official brand communication. In this regard, the most unholy thing to do […]

BeReal: the antidote to social media perfection

Social media channels are usually filled with enviable experiences. Content showcasing amazing travels, fancy clothes, and that one picture where your smile comes out just right. Not very surprising, after all; who would be interested in the mundane? Well, it […]

Futurephobic Gen Z’s urge for nostalgia explained

For the last couple of years, nostalgic content is booming. Spotify reported a 54% increase in nostalgia-themed playlists being created, while old Sitcoms like Friends and Roseanne saw a huge surge in viewership from 2019 on. With so much stress in the […]

How visual news from Ukraine affects our psyche

Ever found yourself spending an excessive amount of screen time devoted to the absorption of negative news? You’re not the only one doom scrolling. The unfolding pandemic, climate change and more recently the war in Ukraine have made it easy […]

Building our lives around work vs building work around our lives?

To many, the flexibility to decide on where and when to work has become increasingly important since the pandemic. 54% would even consider leaving their job post-COVID-19 pandemic if they are not afforded some form of flexibility in where and when […]

Who needs romantic love if you can have material well-being?

What keeps you going and what provides meaning in your life? Pew research asked 19,000 adults in 17 countries for their answers. To no surprise, family is a top source of meaning in all countries, except Spain, South Korea and Taiwan. […]

Hybrid work creates unequal opportunities

Even though hybrid working improves financial, mental, social and physical wellbeing, not everyone has the option to work (partially) remotely, according to a report published by the Economist in collaboration with Google Workplace. For example, the lowest educated jobs often require physical […]

Open up with van Gogh

The Van Gogh Museum recently launched a new concept; a mix between art and mindfulness, focused specifically on young people. The program called ‘Open up with Vincent’ was developed with the help of care facilities and professionals specializing in mental […]

FvD adopts ‘American’ talking points in their election campaign

In the recent municipal elections in the Netherlands, we saw some interesting talking points on posters for the Forum voor Democratie (FvD) campaign. The text on this poster translates to “How many genders do you have today”, seemingly mocking people […]

Why Millennials and Gen Z speak another visual language

‘Hyper-curated perfectionism’ underpins Millennial visual language, whereas Generation Z embraces real self-expression through imperfection, according to a new report by Kantar. What drives these differences between the two generations regarding their visual language? Over the years we’ve seen our on- and […]

New emojis reflect the mindest of Gen Z

People have the tendency to clean up language according to their beliefs and ideals. No wonder emojis, which represents language, change as well over time. Recently iOS launched a new set of emojis in IOS 15.4, which clearly aligns with the pluralistic […]

If the world were 100 people

As human species, we’re aiming to make sense of the world around us. And as our world has become increasingly complex we fail short in doing so. That’s why we cherish projects that aim to help us understand the world […]

Zeeman embraces its ‘budget’ image with a sustainable twist

‘Zuinig’ is the name of the new line of everyday products launched by budget clothing store Zeeman. In English, it roughly translates to ‘frugal’ and conveys a sense of caution to spend or waste (money). In Dutch, the word generally carries a […]

What makes the most successful, creative employees?

A new study finds that the combination of two key factors—friendship between colleagues at work and compassionate love at home—make for the most successful, creative employees. Surprisingly, the friendship between co-workers—more than the influence of managers, or a company’s formal policies on […]

Brand debate: Facebook makes an exception with the allowance of death wishes during the war in Ukraine

People in several countries are allowed to wish death upon Vladimir Putin and/or Russian soldiers in the context of the recent invasion, according to internal emails by Facebook. Interestingly there are (at least) two ways to interpret this, and we had some […]

How climate change primes people to act more aggressively

In a recent book called ‘climate change and human behavior’ researchers use climate science and psychology to explain some of the effects of climate change beyond the ecological and immigration effects. Using decades of previous research, they show how a […]

The age of meme warfare

The image above was posted in December by the official Twitter account from the country of Ukraine. In a world that is more connected, informed, and reachable than ever before, it is no surprise that modern conflicts are fought for […]

Mental health pitstop, burden or blessing?

Just like a barbershop, people can just pop in to talk about whatever is on their minds. Options include one-on-one therapy, couples therapy, student sessions and executive coaching. Or just a good conversation with a qualified person. The goal of […]

How Google’s repairing program fits the current zeitgeist 

On a mission to become the go-to laptop for students, Google decides to emphasize the repairability of Chromebooks. Online manufacturer guides are provided to schools that show how to repair the devices, find tools to safely fix them, get replacement […]

Working 40 hours in 4 days, what are the benefits for brands?

Belgium’s government now offers working people the chance to condense their full-time workweek into 4-days. But what are the benefits? Different countries have been experimenting with this model. Like Iceland between 2015 and 2019. Workers of the four-day workweek reported feeling less […]

The expanding definition of trauma: why everyone seems to have one nowadays

The definition of trauma is widening into something different and milder. To illustrate, in the first version of the DSM (the psychiatric manual), originating from 1952, trauma was described as a major serious physical injury (that could potentially cause brain damage). […]

Picture this: Drive
post engagement with
19% with these two factors

Researchers found that brands can improve the number of likes of any given image by about 3% just by applying the appropriate filter to address the issue. Moreover, by optimizing both, feature and design complexity, brands could increase the engagement with […]

Long Live the Bean

Nowadays is the first time in history that there will be more elderly people than people younger than 5 years and globally the number of people aged 80+ is expected to triple between 2020 and 2050. Bush’s Beans smartly taps into the shift […]

It’s about time to quit the city

Europe’s level of urbanisation is expected to increase to approximately 83.7% in 2050. Despite the long-standing migration trend of more and more people moving to cities, researchers have found that in developed countries, people who live in rural areas tend to […]

Can you really fall in love with anyone?

More than 20 years ago, the psychologist Arthur Aron succeeded in making two strangers fall in love in his laboratory. The experiment seemed quite simple, he conducted a list of 36 questions that participants had to ask each other. The questions begin […]

Spicing up mortgages

Ahead of Valentine’s Day in 2021, mortgage lender Habito launched their first erotic novel The road to completion, as part of their campaign. The novel is packed with sexual euphemisms as you follow a couple that works their way through the mortgage process […]

Emotions drive brand preference

In 1997, the ratio between rational and emotional considerations in driving brand preference was about 60%-40% in favour of the rational. Today it’s the other way around. With 80%-20% in favour of emotional over rational appeals, according to Brand Keys who generated […]

Insurer introduces: the Ramp Rater

Following the insight that launching and retrieving your boat from the water is one of the most stressful moments for boat owners, the Australian (boat) insurer decided to lend a helping hand. It decided to inform people about the location […]

How online lies impact
offline lives

“Dare to be Grey is many things; an organization, a campaign, a platform, a movement. Regardless of what we call ourselves, there’s one key element that binds all of these identities together: our mission to elevate the Grey Middle Ground to […]

Life is suffering, here’s why brands should embrace it

Let’s face it. Life can be pretty harsh. It’s full of disappointments, frustrations, losses, hurt, setbacks, and sadness. It can seem enticing to downplay this adversity in our lives and instead focus on all the positive and joyous facets of […]

Losing my religion

In times of crisis and uncertainty people often turn to religion. It can offer comfort and consolation, as well as support from the community. Additionally, it can help people make sense of traumatic events that can seem meaningless at first by giving […]

How does your brand respond to one of the most impactful drivers of change in our global society?

Globally the number of people aged 80+ is expected to triple between 2020 and 2050. And by 2050, people aged 65 and over will make up 28,5% of the total population in the EU compared to 19,7% in 2018. It’s […]

The key to happiness might be to make others feel good, rather than yourself

Ever felt like giving presents exceeds the experience of receiving them? A recently published study might just tell you why. It found that people feel happier when they make others feel good, instead of trying to make themselves happy. Ironically. […]

Cancel culture is barely felt by brands

Recently Forrester dove into the effects of cancel culture on brands. Forrester defines cancelling a brand as: “A widespread public campaign (often via social media) to hold a company accountable for the consequences of perceived wrongdoing. This may include (…) calls for boycotts, terminations, […]

Why Tony’s Chocolonely speaks in favour of a sugar tax

Tony’s Chocolonely kicks off the year in a somewhat unusual fashion; directly speaking up against one of its (inevitable) main ingredients. The company mentions the importance of health during corona times and the role of sugar in the worldwide obesity problem. That’s why […]

Combat the Monday blues with this newspaper

It is almost that day of the year again: Blue Monday. Although there is no scientific evidence for the idea that this is the most depressing day of the year, it surely isn’t the most thrilling day for us either. From increased anxiety about the climate crisis, […]

The benefits and opportunities of volunteering

Volunteers are being invited to help out at The Burrell Collection in Glasgow with their entire family. The museum is offering families the chance to help out. The aim is to encourage as many people as possible to get involved in […]

Is science moving beyond the ‘why’?

A really interesting article was recently published in the Guardian by Laura Spinney. She discusses the evolution of science into an entity that moves beyond theory, spurred on by the advances in machine learning. For example, Facebook’s algorithm predicts your preferences […]

Feeling subjectively older makes you more kind to strangers

The mind is a strange thing. That’s why we still run into surprising new findings from time to time. A recent study looked into the effects of subjective age on actions of the greater good. Turns out, when people feel subjectively older, […]

Social medium that let you think twice before posting

On a daily basis, we are flooded with an overwhelming amount of impulses, a significant part of which are from companies, brands and social media platforms competing to grab a hold of our attention. Unable to digest all this information, […]

All I want for christmas… is an experience

December is all about giving and receiving presents, this has been the case for ages. However, what we want for Christmas has changed throughout the years according to Dimitri Mortelmans, a sociology professor at the University of Antwerp. According to […]

Wendy’s customer engagement: blending instead of branding

“People don’t read ads. They read what interests them. Sometimes it’s an ad.”, according to the marketing legend from the Mad Men era Howard Gossage. One way to become more relevant to people is by focussing on community building instead of mass targeting mentioned […]

Is Generation Z becoming the most conscious generation ever?

Last week New Zealand announced it will outlaw smoking for the next generation. The legal smoking age will increase every year so that those aged 14 and under will never be able to buy tobacco legally anymore. This policy fits […]

Out of sight, out of mind: mind the proximity gap

With remote working no longer seen as a temporary solution to pandemic lockdowns, companies will need to rethink their long term employers engagement strategies. One specific, longer-term concern with remote working is that those in the office benefit while those […]

4 human needs that will be amplified in 2022

We’re heading towards the end of the year which means it’s about time to share our predictions for 2022. These are the four changes in needs that are likely to be amplified in 2022: The importance of mental well-being will […]

How women want to be represented in ads

There’s still very limited progress in advertisements aimed at women according to the authors of the book Brandsplaying. The researchers (25.3%) conducted 4,000 hours’ worth of interviews and discussion groups with women about their needs, their desires and where brands were failing. […]

A more realistic image of the future

People have always been fascinated by what the future might look like and many have written about it. However, often that what is predicted by futurists tends to look a lot like sci-fi novels, but without the plot. At least that […]

KFC draws on gamer nostalgia to enable easy ordering

KFC Middle East has introduced a mechanic on their website that might sound familiar to gamers that lived through the early rise of gaming: cheat codes. By pressing a secret combination of keys on the KFC website, registered users can […]

Remind elderly of their years left, instead of years lived

“As people age, they tend to care more about people and activities that allow them to make the most of the time they have left, to appreciate life, and to savor time,” reports the American Psychological Association. The research suggests that […]

How ASR is helping farmers go sustainable

Dutch Insurer ASR, the biggest private farmland owner in the Netherlands, announced last week they will lower prices up to 10% for farmers that can show they meet certain criteria regarding sustainability. The company stated that it realised the transition to […]

The biggest lie on the web fixed

How many times have you ticked a box stating you have read and agreed to certain terms and conditions? And how many times have you actually read these terms? We bet the answers to these questions differ heavily. But you’re […]

Hatred provides meaning to your life unless it’s personal

While finding meaning in life is often linked to positive experiences and feelings like valuable social connections, raising a child or appreciation of nature, new research shows that also more negative feelings can contribute to this. Hatred towards collective entities can bolster […]

Lush’ Global Anti-Social Media policy

“Social media was not designed to look after people’s health, but our products are,” explains Lush chief digital officer Jack Constantine. “It is counter-intuitive for us to use platforms that keep you hyper-tense, engaged and anxious.” With this in mind, the […]

Should we be wary of the Metaverse?

Nobody seems to be able to shut up about the metaverse recently. Admittedly, that has included us. With Facebook rebranding to Meta and its outspoken ambitions to bet on the metaverse, the race to rule the digital domain has been more […]

Why Gen Z wants to go back to the office (partly)

Are we returning to the office full-time? Or do we want to keep working from home most of the time? Research on this topic shows contradictory results. However, most of the research suggests there’s probably more excitement among younger people to head back to […]

Is kindness the key to battle polarization?

A recently published book called The Power of Us shares some really interesting insights about polarization, how it differs in modern times and what could be a possible solution. The authors describe traditional intergroup attitudes as: “They’re fine, but we’re […]

The disadvantage of being single at the work floor

The number of singles in society is rising. In the US, 40% of adults between 25 and 54 are single, compared to 29% in 1990. A similar trend is found in the UK, South Korea and Japan. More people prioritize […]

Vattenfall’s Engineerapy helps you cope with eco-anxiety

Swedish energy supplier Vattenfall addresses climate anxiety sufferers by offering one on one sessions to talk about this. During a 20-minute call, one of their engineers will elaborate on what is happening to the climate and what solutions are currently […]

What philosophers think about philosophy’s biggest questions (survey)

Sometimes we stumble onto some inspiration that we don’t necessarily have something to add to, but we want to share it with our newsletter readers anyway. This week that is just the case. This month the 2020 PhilPapers Survey results […]

Gen Z is entering the world of investing

As the oldest members of gen Z are currently growing into independent adults, their engagement in ‘adult’ activities – like investing – becomes increasingly visible. A survey by GOBankingRates shows that two thirds of American Gen Z’ers aged 18 through […]

4 ways to cultivate awe in order to increase your mental well-being

Curious how to renew your (employees’) energy to make plans for a more hopeful future? Rigorous research on what makes us feel inspired and energized states that cultivating experiences of awe is the key to do so. The power of […]

Taco Bell taps into the appeal of changing spirituality

Coming in as seemingly the most random collection of ingredients for a brand promotion: Taco Bell, ex-reality star Spencer Pratt, Uber eats and astrology crystals. The result is a purple crystal with golden ‘cheese’ dripping down onto it. The reason […]

Why emphasising the ‘ethical’ aspects of your product might prove counterproductive

A recent article in MarketingWeek looked into the implications of health-based messages on food products and came to an interesting conclusion: when brands make health-based claims before people taste their product, people actually rate the product as less tasty when they try […]

The impact of the meritocracy on our mental well-being

For the last decades our western society believed the individual’s position in society should depend on his or her combination of ability and effort. We believed that this so-called meritocracy would democratise society. Instead a growing body of critics point […]

The undervaluation of leisure time

Nowadays, time is seen as a strict unit of measurement that has to be optimized at all times. “Time is money”. Now think back about the days when you were a kid. When you had the space to wander around […]

Less perfection, more real life. Gen Z’s driving a new area of influencers

During the pandemic our lives got a bit sloppier; people didn’t wear makeup (or pants), houses were a mess, and children were at home and misbehaved. Some of that made it to our social feeds and went viral (remember this […]

What religion can teach social scientists about quality of life

More and more research is focusing on the positive sides of human lives, for example what makes for a good life, gives people meaning, or the importance of social ties on our wellbeing. In a recent book, How God Works: […]

What other types of rest everyone needs besides sleeping

In a time where the concern for mental wellbeing at the workplace is climbing the ladder of urgency, employers and employees could benefit by learning a thing or two about rest. Rest and sleep are often confused as being the […]

Scientists define a new dimension of a good life: beyond the dichotomy of hedonic versus eudaimonic well-being.

At TrendsActive we are very invested in the debate of what exactly makes for a good life. Since we advise brands on how to impact people, it only makes sense for us to closely follow what it is that defines […]

What The Dolly Parton Challenge tells us about a shift in generations

Last year Dolly shared a four-panel image to her Instagram, and the Dolly Parton Challenge was born. People went crazy with their own pictures, showing their different identities across the different social platforms. This challenge signals how older generations, Millennials, […]

Not perks, but respect. What young workers really want on the work floor

New research points to an important switch in values among young workers. The research shows what employees (between 21 and 34 years old) find important on the work floor. And no, this has nothing to do with weekly bootcamps, drinks […]

AR you can hear

Thinking of AR most of us are reminded of  a visual digital layer that you can place on top of the real physical world. PairPlay is about to change this. The audio company is experimenting with what sound AR sounds […]

From princess to vaccinologist: How Barbie creates new role models

Mattel Inc. wants to shine light on six women that play a prominent role in the fight against COVID-19. Resulting in six look-a-like dolls. By doing so the company wants to share these women’s stories in the hope to inspire […]

The on-demand society: how our drive for efficiency is hurting our happiness

With the introduction of on-demand grocery delivery services the ecosystem of ‘I want this today without leaving my couch’-services is getting pretty saturated. As a matter of fact, it is getting increasingly hard to think of things you cannot receive […]

Need to escape a zoom call? Sound the Excuse has your back

Sorry my cat is vomiting, flatmate is stuck in the toilet, kids are fighting, food is getting delivered…Whatever excuse you need to escape a zoom call, Sound the Excuse has your back. TBWA\London has partnered with men’s media platform The Book of […]

Dead start-up toys: keeping iconic failed startups alive

You can now own a toy Juicero, which, just like the real product, doesn’t actually work. Although the tech world is filled with big successes it has a staggering number of big failures and there is now a website keeping […]

Bring your own… refill bottle

Bring your own… refill bottle. Unilever Hindustan gives customers the option to buy a refill bottle, for 20% less than the shelf version, which can be filled with washing detergent, fabric softener or dishwashing soap. Major FMCG brands are experimenting […]

Are smartphones ruining teens after all?

It has been the knee-jerk reaction from many a tech-illiterate uncle or grandparent; ‘maybe kids wouldn’t be so lonely or depressed if only they put their damn phones away and went about socializing the old-school way’. Good old face-to-face social […]

Volkswagen turned ad breaks into an immersive gaming experience

To promote the new golf GTI, Volkswagen launched an immersive advertising experience called the ‘Golf Adbreak Championship’. Television viewers could compete with each other live during the ad break for the opportunity to win a free car. If viewers scanned […]

What the withdrawals of big athletes tell us about the current state of mind of Gen Z

Two successful athletes, Simone Biles (24) and Naomi Osaka (23) recently withdrew from the Olympic competition to preserve their mental health. Prioritizing mental health on the biggest  stage in sport marks a new era of mental health awareness among not […]

War Paint for Men: make-up and masculinity

War Paint for Men, claims to be the world’s first make-up store for men. It has just opened its doors in London and stocks products from concealer and foundation to beard and brow gel. War Paint prides itself in being made […]

Waste not, want not: Ikea’s buy-back and refurbishment scheme

Global furniture retailer, Ikea, has created a new campaign to raise awareness of its buy-back and refurbishment scheme. In its latest sustainability effort, the brand’s campaign features old Ikea furniture found in various trash piles around Norway. The campaign highlights where each […]

A new era of cinema has arrived

Imagine a cinema in which you are directing the temperature, lights, volume, film being played, the time it’s being played, the people that are in the cinema, and if you want to have a break in between… Welcome to The(Any)Thing, the […]

The ‘Brief’ news app: tackling information overload and polarisation

Today, people have access to a near-infinite number of news sources. As a result, problems have arisen within today’s news cycle; including information overload, media bias and algorithms concentrating on engagement over accuracy. That is where ‘Brief’ comes in. Brief is a […]

The highlights of Adobe’s 2021 global emoji trend report

The report, which was released in the middle of July, surveyed 7,000 people in the U.S., UK, Germany, France, Japan, Australia, and South Korea. Some of the discoveries emphasise the significant role emojis have captured in our everyday (digital) communication. […]

Tech is booming, also among boomers

Throughout the pandemic Boomers have started purchasing new tech at much faster rates than their younger counterparts. Last year they finally joined other age groups in saying their mobile phone is their most important device. Stereotyping this generation as technophobic seems to […]

How gender stereotypes block our way to useful innovations

It’s a man’s world. Most of the statues, street names, and bank notes represent men. It’s also no secret that anthropology and history have focused on studying men, and when developing medicine the male body is often used as a starting point.  The […]

Summer of spontaneity: the Utrecht-made social adventure app

As we’re moving towards the final generations in the vaccination cycle, more and more restrictions are being removed. Young people are getting out into bars and parks to make up for lost time. And something interesting was created to facilitate […]

Surviving Progress: the downside of AI

Artificial intelligence has become a pervasive technology, impacting businesses across different industries throughout the world. In recent decades, AI research has gone from being relatively obscure to extremely influential. Research objectives of AI, however, are influenced by several factors such […]

Language-Policing: What if AI controls language?

The internet can be a toxic place. It provides a sense of anonymity and a platform in which people can express themselves freely. With much of society now communicating online, problems of online abuse and hate speech have significantly increased. […]

Spelling errors and conspiracy theorists: The importance of human context

With the rise of technology and the rapid development of algorithm and AI capabilities, we are susceptible to a dangerous form of tunnel vision, according to Gillian Tett. In her recently published book (Anthro-Vision, a New Way to See in […]

Headspace’s bedtime stories, for kids and their parents

What’s more nostalgic than getting tucked into bed as a kid and having a story read to you by a parent? Unfortunately, with today’s hectic schedules, a tranquil bedtime routine often seems out of reach. Mindfulness app Headspace guides parents and kids […]

Google’s first store: the definition of experiential

Google is a household name that exists mainly in the online universe… until now! Google recently launched its first brick-and-mortar store. The Google store will primarily feature Google’s hardware products; however, it is so much more than that. It defines the […]

The power of nature on our mental wellbeing

Experiencing nature and green spaces has a range of positive effects on us (reduced stress, depression, and anxiety). Yet the specific implications are still being discovered. There’s a growing body of research on the benefits of nature on mental wellbeing, offering brands […]

Dead Happy’s disruptive approach to life insurance

UK life insurer Dead Happy has a creative approach to a service traditionally cloaked in conservative soberness. Instead of the anticipated formal process of filling in form after form, you get a streamlined, lighthearted process. As a matter of fact, they claim it […]

How Gen Z forces the world to go big on green

From Australia to Germany. Younger generations are becoming more impactful in their fight against big polluters. A few weeks ago we showcased how the pandemic has increased young generations’ impatience for governments and brands to take drastic measures against global […]

A drink to help you de-stress

There’s a new drink on the market which claims to help reduce stress. And no, we’re not talking about a gin and tonic! ‘Moment’ aims to promote wellness and generate the same feeling as meditation. According to founder, Aisha Chottani, the […]

You are the language you speak

The language we speak is closely linked to our beliefs and values. Because different groups of people have different beliefs and values, you often see that people clash over words. Humans have a tendency to “clean up” language, this process is […]

Centraal Beheer revives their classic commercials

The famous series of commercials, that started back in 1985, have since become a cherished staple in Dutch advertising history. It would be fair to characterise the ‘even Apeldoorn bellen’ series as one of the few ads people generally do […]

Brands: To be different or not to be?

It shouldn’t actually be a question. It’s a no brainer that brands should be different in order to stand out from competing brands. It seems, however, that many brands are riding the wave of sameness in a sea of clones. […]

Purchase what you preach: how consumers often purchase with the bigger societal issues in mind

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 […]

Ever heard of rainbow-washing?

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.”  […]

Spirituality beyond religion and how brands can stimulate meaningful experiences

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 […]

How the USA shapes the global agenda through cultural influence

From Black Lives Matter to QAnon conspiracy. The USA plays a big role in shaping political debates through cultural influence. A recent article in The Economist discusses the cultural influence of America through the use of ‘soft power’. Soft power is defined […]

Algorithms: the good, the bad and the ugly

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 […]

This is what 20 years does to a boy vs a plastic straw

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 […]

How going back to ‘business as usual’ might feel strange at first.

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 […]

How the pandemic has triggered young people’s impatience regarding climate change.

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. […]

This is how BurgerKing relates to customers in confusing times

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 […]

The big ban: fossil fuelled ads are banned at Amsterdam Metro stations

“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 […]

How ‚parasocial‘ relationships influence what people buy

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 […]

Out and Proud: How Generation Z is embracing diversity

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 […]

Is marketing becoming truly human centric?

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 […]

Welcome in the age of cynicism

Green-washing, CSR-washing, pink-washing and now rainbow-washing, people have been bombarded by empty promises from brands. Now, we are starting to see the impact of this mistrust of brands, shown by new research from Havas Group. Havas Group surveyed over 395,000 people worldwide […]

The increased representation of all women in the media starts to pay off!

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 […]

A Dummies Guide to The Metaverse

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.  […]

This is how brick and mortar retailers can survive the disruptive wave of on-demand supermarket start-ups.

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 […]

Why LinkedIn is adding a new feature to their platform for stay-at-home parents

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 […]

It’s not just the young looking for fun: boomers are vaccinated and down to party!

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 […]

Experience “Singapore by stream” on Twitch

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 […]

Oreo Academy: a recipe for success

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 […]

Going green with Google Maps: a nudge towards more eco-friendly behavior

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 […]

Gen Z’s mental health is taking the biggest hit, this is how organizations react.

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 […]

Want to make people trust your purpose? Start collaborating!

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 […]

‚Stocktok‘ and the rise of young investors

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 […]

How disruptive events shape people and societies

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 […]

Why we should all waste more time

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 […]

Good times are ahead, life starts after 65

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 […]

Gucci Goes Digital

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’ […]

Why brands should pay attention to ‘cancel culture’

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. […]

Tackling societal issues the Gen-Z way

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. […]

Study: When a little good is good enough

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 […]

Do you have an audio strategy yet?

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 […]

Welcome to the world of Digital Sustainability

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 […]

The masculinity shift

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 […]

Trend: using nostalgia to seduce consumers

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 […]

Why every brand should want to be nr 1.

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 […]

COA: the kind of innovative idea the world needs.

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 […]

Why Gen Z hate everyone

‘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 […]

How to tackle growing mental health care concerns among Generation Z

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 […]

The rise of co-living

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 […]

Hyper-personalized AI-Driven cosmetics

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 rise of virtual beings – Deepak Chopra in AI

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 […]

Why organizations should give people something to look forward to.

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 […]

LEGO going mindful on parents

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 […]

The significant role of masculinity in men’s everyday behaviour

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 […]

Are you preparing for the ‘shecession’?

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 […]

How to turn a city into a transcendent experience.

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 […]

Is it okay if CMO’s ‘shrink their world’?

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. […]

What can brands learn from the riots?

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 […]

Millennial’s optimism deteriorates – now what?

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 […]

Finally a brand that understands Boomers‘ ‘third age’.

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 redefinition of social connections

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 growing desire for a magical moment

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 […]

All you need to stay relevant

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 […]

Why Covid urges organizations to reshape marketing to (wo)men.

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 […]

How brands can connect with the ‘real man’ of today?

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. […]

Australian insurance company NRMA uses board game to engage customers.

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 […]

Consumer insight: Why asking people for their opinion might prove deceiving.

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 […]

Gen Z will force brands to show their colors. Will you move inward or move forward?

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 […]

Two things brands can learn to reach younger generations from Alexandria Ocasio-Cortez and Billie Eilish leading up to the American elections.

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 […]

The performance society brings along new obligations for brands

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.

Do you play a relevant role in the busy lives of Generation X parents?

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 Babyboomers experience staying inside and how you can help.

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.

Complex challenges can only be solved by understanding the human context.

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.

Which purposeful actions work, and which don’t?

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

The missed opportunity (and duty) of the financial industry: mental wellbeing.

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.

How understanding Gen Z’s struggle can ensure brand relevance

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.

Corona accelerates people’s search for meaning

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

Our response to the corona crisis

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

Does your brand contribute to a ‚happy life‘ or a ‚meaningful life‘?

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.

A true brand evangelist.

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.

Hoe ziet jouw merk de real man?

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?

On the power of perspective

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.

Why brands need thick data to capitalize on big data

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.

Non-profits are in trouble, will Generation Z show them the way?

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?

Four generations in the workplace

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.

In the near future, you are going to need a Generation Z strategy

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?

What do Instagram and KLM have in common?

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.

How to rebuild trust as a pension fund?

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?

Are European Millennials all the same?

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

How many avocado toasts should a millennial give up in order to afford a home in amsterdam?

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 […]

Vodafone X TrendsActive: Making big data valuable with thick data

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.