Meet the Illume Network

When innovating for the future, you need to use the right people at the right time. We know that 90% of people validate, 9% curate and 1% create. Our Illume Network forms the bridge between creative innovation and mainstream needs.  

The Illume Network is a global network (+45 countries) of carefully selected cultural curators called ‘Illume Guides’. They have a passion for one or more categories, live a leading-edge lifestyle, or are part of a sub-culture, and can articulate what is new or next.

Passionate people

Illume Guides are actively exploring their passion points, whether that’s mental health or make-up. They proactively push their passion forward and challenge the status quo.  

The right perspective

We don’t focus on the next new influencer or cool kid on the block. What matters is relevance: genuine consumer trends or cultural shifts over trendspotter buzz. We look for native and articulate in-market experts in their field, focused on high-quality shareable content. 

Permission to play

We use a full suite of engaging qualitative research activities (vlogs, mood boards…) to get to richer insights, and ensure they get the most out of their Illume experience by making them feel part of the special Illume Network community. Follow the Illume Guides on Instagram.  

Meet Rosie, one of our Illume Guides

Want to discover more? Check out our Culture + Trends approach or read on to discover how Royal Bank of Scotland and Twitter involved Illume Guides to shape their future.


Kelly McKnight
Head of Culture + Trends