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.

2021 Culture + Trends report

2021 Culture + Trends report

As researchers we not only want to understand which trends are shaping and manifesting around the world, but also HOW this happens. Combining a macro analysis and a qualitative exploration with our leading-edge consumer network. Validated by a quantification with 15.000 consumers in 16 markets, this reports offers a unique and actionable view on the post-2020 consumer.

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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.


Kelly McKnight
Head of Culture + Trends