Leading-edge consumers

Leading-edge consumers


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 mainstream needs and creative innovation.

The Illume Network is a global network (+60 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.

We’d love to showcase how our leading-edge consumers can collaborate with your brand. So get in touch!

How we bring leading-edge consumers close to your brand?

  • What we do?

    Culture shifts and emerging trends are shaping your consumer, your category and your brand. We help you to identify, understand and act upon these changes, now and in the future.

    How we do it?

    Culture + Trends draws from a unique blend of resources, including our Illume network of leading-edge consumers, and extensive knowledge library and a team of future-consumer experts.

2022 Consumer Trends Report

2022 Consumer Trends report

As experts in people-centric future thinking, we identified 10 consumer trends for 2022, and we validated these with 15,000 consumers in 17 markets around the globe. This report shows the emerging trends that are shaping the 2022 consumer.

More info

Why Illume?

Passionate people

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

The right perspective

An Illume Guide is not your typical influencer or cool kid on the block. What matters is relevance: genuine experiences rather than trendspotter buzz. We look for native and articulate in-market experts in their field, that are 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 the Guides get the most out of their Illume experience by making them feel part of the special Illume community.


Henk Pretorius
Head of Consumer Connections

Henk Pretorius