Twenty years inside the world of young generations.
Trendwolves is a youth culture studio. For twenty years we have worked at the edge of young generations and society. Where identity, technology, work, wellbeing and meaning shift before the rest notices. What we find there does not stay in a report. We turn it into marketing, communication and communities, built together with the generations you want to reach. For brands, and just as much for federations, governments and organisations that need to reach young people rather than merely address them. From signal to meaning to movement.
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Why we exist
Every generation gets explained by people who are not part of it. Usually wrong. We decided it was better to ask young people than to speculate about them, and better to let them build something than to sell them something. That principle has not changed in twenty years. The scenes have, every single year.
Who we are
Maarten Leyts
Maarten Leyts founded Trendwolves in Ghent in 2006, out of a passion for youth culture, -marketing and -trends. His strength lies in translating those trends into marcom strategies with cultural relevance : the GTM for Hellobank!, the Urban Crafts young makers movement, Twiinz.world, WATF.news, Dare-To and most recently Transferor.ai, which handles knowledge transfers between generations. He wrote Generation ZAlpha and writes regular columns on youth culture for marketing magazines. He is a former president of LaFutura, helped found the postgraduate programme in Foresight and Trend Analysis at HOGENT, and is the initiator behind Retail Lab 2030 in Shanghai.
Tom Palmaerts
Tom Palmaerts is a trendwatcher and managing partner. He was named Trendwatcher of the Year, wrote Futures and Ready or not. 11 ways to become future proof, both published by Lannoo, and teaches Trendwatching at KdG. Around them works a driven team of researchers, strategists and makers, alongside young people from the generations we write about. That is deliberate. Anyone working in youth culture who loses contact with it is writing fiction within three years.
