One of the most transformational decades ever

From our base in Amsterdam, we’re deeply immersed in global innovations, trends, and opportunities, 24/7, with local expertise being added by our Dutch analysts and dozens of spotters from Groningen to Eindhoven. 

We're keen to help you act on the trends that matter. Today.

Our trends are driven by our proprietary methodology.

PDI – Purpose-Driven Innovation – is our analytical framework and methodology designed to guide professionals and the wider world in identifying and acting on meaningful business opportunities.

We have been using the core elements of this framework for over 10 years now, and our latest round of work guarantees it will continue to push the envelope until 2030


FREE | Our Trend Updates are read by thousands of professionals

From our Innovation of the Day to our monthly MakeShift publication – we deliver fresh new ideas and insights to subscribers worldwide - including 9.000 Dutch professionals. 

💌 As well as weekly emails, you can also receive our Free Trend Updates daily via WhatsApp, Telegram, and Slack

We also offer some of the most successful tools that we have developed over the years to work with trends, for free, on our Toolbox page.

Read our latest free trend updates  

Trusted by brands like KPN, DSM, Vodafone, Marktplaats, and Philips

Unicef resized
Loreal resized
tbwa resized
starbucks resized
knp resized
Coke resized
Mastercard resized
adidas resized
danone resized
vodafone resized


2023 Trend Check

Discover the opportunities you're not running with, yet… but should. 
Dive in

Amplify | Our trend intelligence platform with hundreds of Dutch innovations

Used by dozens of Dutch brands and agencies, Amplify is fully equipped to help professionals stay on top of everything they need to know to about trends and innovations - both in their local context and internationally.

Our platform comes with full access to our Trend Reports, Trend Framework and our Ask an Analyst service. It also houses our Innovation Database, which includes over 300 curated Dutch innovations alongside 28.000 innovations (and counting) from all over the world.

More on Amplify

CUSTOM | Work 1:1 with our 🇳🇱 Trend Analysts

Our Amsterdam-based Trend Analysts, led by Erick Smet alongside Joaquim Moody and Camilla Van Grembergen, are assisted by our teams in Singapore, Berlin, New York, and London, and spotters in 60+ countries worldwide.

They can be commissioned for customized trend reports, webinars, and workshops. In Dutch or English. 

More on Custom

ACADEMY | Our online course in purpose-driven innovation.

Learn new skills to identify and act on trends with our Purpose-Driven Innovation methodology, in a 25-lesson, self-paced, online video course.

Enroll now! 🏆 Certification included!

More on Academy
 TrendWatching Nederland tw:in and Business of Purpose communities  TrendWatching Nederland tw:in and Business of Purpose communities

🌎 Connect with our global communities.

Join tw:in, our spotters network and TrendWatching's extended content team, and Business of Purposeour sister-brand, and community for purpose-driven business professionals. Both communities have dozens of Dutch members, who are aiming to build a better, more purpose-driven business world through innovations, collaborations, and connections. 

TrendWatching's Head of Business Development, Lucy Goodman

Do get in touch, in Dutch or English.

Talk to Lucy Goodman, our Head of Business Development. Your message will go straight into her inbox and will be replied to asap.