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About

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Tndmrkr is an independent collaborative consumer research and advisory group focused on ‘marking’ those shifts that impact consumer behaviour, founded by Hortense Koster .

Together we are stewarding a new way of thinking.

Read more here and take a look at the portfolio.

Have questions, comments or ideas? Don’t be shy… drop a line info@trndmrkr.com or tweet @trndmrkr

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Thank you so very much!

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Welcome to 2020! A new decennium has begun and it is time for a change! Trndmrkr started this year with loads of new exciting (travel)plans and I presented the first ‘What’s Next 2020’ presentation of the year. In 2020, we will need to rethink how they establish lasting and meaningful relationships with consumers beyond the purely transactional. Brands that cater to the ever-changing human needs of today’s consumers, whether they are physical, mental or emotional, will be the ones that triumph in this landscape. In the next couple of days, I will share some examples here on my blog/ site. If you would like to receive more information or comment so not hesitate to contact me via info@trndmrkr.com

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Vedett Trends 2020 for Millennials

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#WELCOME TO THE LAST DAYS OF 2019! And what a roller coaster it was, we have emerged in an eventful era with political, social, economic and ecological changes. But there are so many things to look forward to. Next year a new decennium will start. Young consumers (25-35 years old) and brands will choose to have a more moderate and reassuring view of the future. Enthusiastic to finally change the conversation of gloomy, dystopian times, forward-thinking companies offer a clear vision that is realistic, challenging and optimistic. A growing number of creative projects and campaigns are now focused on presenting honest emotions, expressiveness, and connectedness. These are the kind of values that have the power to change the playing field for brands… Let’s get ready for #2020! This picture was taken during a design deep dive of beer brand Vedett, one of those brands to look forward too in 2020! Thanks Emilie Heesters for the picture and Lars de Beer (whats in a name;-)) for making the graphics pop!

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Welcome 2020

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Hello! So happy to be back on the blog (we had an incident with some hackers, blocking my page) So much to share, so I will post some of my stories in reverse so stay tuned!

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How Deutsche Bahn made ‘staycation’ hip

How can you trigger Millennial to choose to travel by train (not flying) to a local destination (instead of a exotic location)? Through their latest Instagram campaign, German Rail (Deutsche Bahn) found a way to make traveling in Germany aspirational for this picky generation by using data and social influence; using algorithm to find similar looking photo’s, matching influencers, geo location, comparing latest airline ticket price vs. local train ticket price and sharing it all through social media. Now you really understand the value of a staycation!
Love how they are triggering those influencers to look closer to home to find their next ‘must visit’ spot.

Ref: Contagious

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Mega Trend Cards

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Currently, I am lecturing Trend Process classes for the study Trend Research & Concept Creation in Lifestyle at the Fontys University. WE are now creating a trend map consisting of several layers. The students have to define the layers, Mega, Macro and Micro trends, design and cluster signals, name these clusters and design the map so it will correspond to their scope of focus or point of interest.

As preparation for creating a trend map the Mega Trend Cards of The Finnish Innovation Fund Sitra are very helpful. The Mega Cards covers 46 trends that will shape our future, and includes a step-by-step exercise to discuss them within your team or class. Lets start shaping our future together!

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Trend reports 2019

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[Photo: FLICKR user Stig Nygaard]

TRENDREPORTS!
It’s that time of the year again… new trend reports are being launched for 2019.
Here is a small brain dump of where to find teh latest reports (and which I still need to read)
JWT Intelligence: The future of 2019
LS:N Global: 50 trends for 2019
Stylus: 5 trends for 2019
The Future Laboratory: The Future Forecast 2019
Fjord: Fjord trends 2019: The search for value

Fjord Trends 2019: The search for value from Fjord on Vimeo.

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Trend alert for the colour of 2019

Photo: Andreas von Einsiedel Photo: Andreas von Einsiedel Say so long to millennial pink. Another pink-tinted hue is set to take over in 2019—according to Pantone, at least. The colour of 2019 is Living Coral
Pantone pointed to Airbnb and Apple’s use of coral over the past few months as a sign of the color’s domination. And as you can imagine, we are very happy to some more pink hues in our Trndmrkr communications.
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Ref: Pantone

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Sense Supper Club Amsterdam

Last week, I was honored to co-host a Sense Supper Club in Amsterdam. Sense Supper Clubs are evenings organised by members of the Sense Network: a global community of highly motivated, visionary, articulate and creative thinkers and doers who have collaborated with the likes of Nike, PepsiCo, Converse and Sonos.

During this evening these ‘Sensers’ come together in their local cities to eat, drink and to share and discuss their extraordinary creative journeys, careers, side hustles, live projects and collaborations. With previous Sense Supper Clubs hosted in Londen, Berlin and Los Angeles, Amsterdam of course could not stay far behind.
Read more about my experience of this creative evening in Amsterdam below.