The human context circle
One model to capture where and how you can be relevant in the lives of people
Two decades of research in one model
Our model is based on sociocultural trends, derived from academic and market research. A pool of almost unlimited knowledge on the human needs and changing behavior. But this research is hard to disclose, too much, too complex and not in context of marketing and branding.
We’ve captured this research into one model to unlock it’s potential for brands
One model to capture where and how you can be relevant in the life of today’s consumer, today and in the future
- Providing actionable guidance for execution, now and in the future
- Ideal for activation: can be applied to all touchpoints
- Linking the what to the why.
- Match today’s fast product & market trends to deep human needs.
3 trend categories
We make the most important sociocultural research transparent by distinguishing three trend categories.
From these categories, we distil insights about changing needs and behaviour.
• Societal trends
• Generational trends
• Gender trends
10 sociocultural trends
In each category, we identified the most impactful trends. These 10 trends offer the greatest opportunity to connect with the deep needs of your customers.
• Trust – Connected society
• Search for meaning – Visual culture
• Generation Z – Millennials
• Generation X – Babyboomers
• Women – Men
30 key trend insights
Each trend is split up into three actionable trend insights providing you with 30 relevant & practical insights that you can use today.
90+ ready-to-apply strategies
The academic drivers of each key insight are turned into conclusions & basic strategies relevant for the organization at large. (comms. UX, strategy. positioning, validation/ideation, HR, proposition etc.)