We're no traditional trend firm

We're grounded in purpose and it's our mission to inspire you to take action on the endless amounts of meaningful business opportunities we scan the world for every day – through our intelligence, training or community-driven trend services – or via our Free Trend Updates.

Our mission

As one of the world’s leading consumer trend firms since 2002, TrendWatching is purpose-built to guide, inspire and empower business professionals – whether they be marketers, creatives, strategists, entrepreneurs or innovators – to bring to market more sustainable and impactful innovations that benefit all, not the few. 

To achieve this, we deliver Free Trend Updates to over 100,000 trend-driven professionals worldwide and offer a number of dedicated trend services.

Our in-house teams in Amsterdam, Berlin, Singapore, London, Rio de Janeiro, Barcelona and New York relentlessly scan the globe to spotlight countless meaningful trends and innovations – supported by a network of 850+ spotters in more than 65 countries. 

Our methodology

Guiding our work is our proprietary Purpose-Driven Innovation (PDI) methodology: a core analytical framework that turns trends into meaningful business opportunities. It's designed to guide professionals and the wider world in both identifying and acting on them.



Whether in the current context of a global pandemic or one of the most transformational and crucial decades ever, we are more determined than ever to partner with future-obsessed professionals to make a meaningful difference. 

A few facts and figures

  • We work with 800+ clients, from the world’s biggest brands all the way to small purpose-driven organizations, delivering endless meaningful opportunities and insights to act upon.
  • Our Free Trend Updates – including Innovation of the Day, Make→Shift and our Toolbox – are put to good use by over 100,000+ business professionals across almost all continents via emailWhatsAppTelegramSlack and more. 
  • Our flagship product, TrendWatching Premium, is a trend intelligence platform used by brands like Starbucks, L'Oréal, Leo Burnett, Philips and many more. A guide for trend-driven strategy and innovation, Premium gives professionals the tools and content to adapt and strategize at speed through our extensive Trend and Innovation Databases, Trend Reports, Industry Updates and more.

  • Our other products and services include TrendWatching Custom: covering workshops, custom reports and speaking engagements; and TrendWatching Academya self-paced online course centred around our Purpose-Driven Innovation methodology.
  • Our 850+ strong network of trend spotters – TrendWatching Insight Network (tw:in) – and core content research spans nearly every continent and culture.
  • Our sister company Business of Purpose helps match and engage ‘business activists’ in 40+ cities over the world, by organising Virtual Purpose Tours and hosting diverse communities of purposed professionals under future-focused, sustainable goals.


We believe in partnerships, opportunities, joint ventures, new concepts, small and big, one-offs and long-lasting. Just reach out to Matthijs van Waveren, our Business Development Director, to discuss opportunities.
Contact Matthijs  
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