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
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, Gen
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 at the work floor. And no, this has nothing to do with weekly bootcamps, drinks
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 Man
Bring your own… refill bottle
Bring your own
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
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
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