Culture + Trends

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.

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.

We’d love to showcase what Culture + Trends can do for your brand…

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 (in-field partnership with Dynata), we promise a unique and actionable view on the post-2020 consumer.

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What Culture + Trends can do for your brand?

  • What we do?

    Map how consumer lifestyles are set to change in the coming years.

    What we deliver?

    We clarify how changing lifestyles have an impact on your category or brand and which opportunities these bring.

  • What we do?

    Understand emerging consumer needs.

    What we deliver?

    We create future-facing innovation platforms for consumer-centric innovation.


  • What we do?

    Leverage genuine cultural change.

    What we deliver?

    We build powerful creative territories for brands to tap into, for example in communications & marketing.

  • What we do?

    Evaluate and optimise concepts or brand propositions with leading- edge consumers

    What we deliver?

    We supercharge and future-proof concepts authentically appealing to your target audience.

Why Culture + Trends?


We use a bespoke blend of resources in combination with our proprietary Human Drives model.



Our Illume Network of carefully selected cultural curators. Leading edge consumers with a specific passion, able to articulate what’s new or next.


The specialists in our Culture + Trends team draw from a range of disciplines providing culture and trend insights for almost ten years.


Kelly McKnight
Head of Culture + Trends