Every day, somewhere in the world, someone creates something extraordinary. A new product. A better service. An unexpected experience. We find those innovations, uncover the trends they reveal about people, and help you see what's next, and create it first.
01Status, connection, comfort, self-expression, a little calm. The basics barely change. What changes is how people get them.
Hiljaa Fest, FinlandPurpose-driven. Insight only matters when it gets applied, to innovations that benefit all.
02Every day, new products, services and experiences meet those needs in a new way. Big or small, that's where we start.
Bosch, AustraliaReal innovations first. Small is fine; undifferentiated isn't.
03Each innovation raises the bar. When enough of them meet the same need in a new way, that's a trend.
Patagonia, USAExpectations travel. Across industries, borders and price points.
04Where expectations run ahead of what's on offer, there's room for something new. For you.
City of Toronto, CanadaThen, now, next. 20+ years of evidence: what spread, what failed, what others borrowed.
05New products, services, experiences and campaigns. Which change expectations again, and round we go.
Škoda, Czech RepublicFacts, interpretation, imagination. Always clear what exists, what it means and what could come next.To guide, inspire and empower business professionals to bring to market more sustainable and impactful innovations that benefit all, not the few.
Our ambition isn't to produce more reports, dashboards or ideas. It's to help more people create innovations that matter: products, services and experiences that improve people's lives, respond to changing needs and contribute to a more sustainable and inclusive world.
Asking questions and exploring new possibilities is how meaningful change gets made. We never stop looking, questioning or playing.
We acknowledge the chaos, then go looking for the opportunity in it. There's room for progress everywhere.
Free intelligence keeps flowing to our members, and NGOs, universities and governments can get free or at-cost access.
We're not beholden to corporate owners or client constraints, and we don't take on work that's misaligned with our mission.
Trusted by teams from the US to Singapore, and from Brazil to Germany
We've never been content to watch change from the sidelines. Not every experiment works. That's part of innovating. Our success is measured by what people create with the intelligence we've shared.
Running our trends, research, client services, design and more, digital-first from Amsterdam and cities around the world, with partners everywhere. Many of them are on stage too.
TrendWatching is a consumer trend intelligence firm, founded by Reinier Evers in Amsterdam in 2002. Our human × AI-powered platform tracks global consumer behaviour and emerging innovations, and turns them into business opportunities for marketers, strategists and innovators. Google, Mastercard, TBWA and WWF use it to spot what’s next and decide what to build. We help you see what’s next, and create it first.
A consumer trend is a new manifestation among consumers — in behaviour, attitude or expectation — of a fundamental human need, want or desire. Trends emerge when basic needs like status, connection or self-expression meet shifting forces such as AI, the climate crisis or ageing societies, and innovations unlock new ways to meet them. The result is new expectations your customers will soon hold you to.
We start from real innovations. Every day, our analysts and AI tools scan new products, services, campaigns and business models appearing worldwide. When enough innovations meet the same human need in a new way, we name the trend, map it in our framework of 15+ mega-trends and 230+ sub-trends, and show what it means for your business.
AI helps us scan, sort and connect far more innovations than any human team could. Our AI Ideation Playbooks turn trends into product, service and campaign ideas, and you run them in your own AI assistant. Every trend and insight is still curated and checked by our analysts.
Mid-level to senior professionals in insights, innovation, marketing, strategy, research and account management. They work at B2C brands, agencies, professional services firms, NGOs, governments and universities, in every industry and region. Clients include Google, Uber, Aldi, Itaú, MultiChoice and TBWA.
Yes. Free membership gives you the Daily innovations feed, one free mini trend report every month, our training section and a monthly newsletter. The paid Pioneer and Enterprise plans unlock the full platform: all trends, the complete Innovations Database and our AI Ideation Playbooks. NGOs, universities and governments can ask about free or at-cost access.
Three things. We start from real innovations already winning consumer attention, rather than surveys or abstract data. You get always-on access to 20+ years of trend intelligence in one platform, instead of a one-off report. And it’s affordable: top-quality insights at a fraction of consulting prices. When you want hands-on help, our analysts run keynotes, workshops and custom projects.
Yes. Our trend analysts have delivered 100s of keynotes, seminars and workshops in dozens of countries, from inspiring trend overviews to hands-on innovation sprints tailored to your industry. See Speaking and Sprints, or get in touch with Giulia Bolzan, our Business Development Director.
Something genuinely new that changes what people can do, get or expect: a business concept, product, service, experience, brand activation or even a small clever feature. Small is fine; undifferentiated isn’t. A new flavour in an already broad range doesn’t qualify on its own. We always ask what is new, for whom, and why it matters.
Yes. We celebrate human, hybrid and increasingly autonomous creation alike, and we’re clear about what actually happened: what the system created, what was autonomous, what people contributed and what results are known.
TrendWatching is based in Amsterdam, where it was founded in 2002. Our team works digital-first from cities including Amsterdam, London, Barcelona, New York, Jakarta, Bangkok, Bengaluru and Lagos, and we work with partners all over the world, from São Paulo to Tokyo.
Email Giulia Bolzan, our Business Development Director, and she will get back to you ASAP.
client_team@trendwatching.com
