Sign In

Aljan De Boer

Head of Inspiration TrendsActive & Community Director at IRG

Aljan De Boer is a prominent figure in the fields of humanized growth and sustainable marketing, currently serving as Hoofddocent (Senior Lecturer) at Iris Academy. He is also the Head of Inspiration at TrendsActive, where he focuses on helping organizations adapt to future challenges by synthesizing sociocultural trends to create more resilient strategies.1

In addition to his academic role, De Boer is actively involved in the marketing community, particularly through his work with the Institute for Real Growth, where he connects and inspires a network of Chief Marketing Officers (CMOs) and other growth leaders.5 His expertise lies in driving humanized growth, which emphasizes aligning business practices with human values and sustainability.15

De Boer frequently shares insights on various platforms, including LinkedIn, where he discusses trends in marketing and sustainability, engages with industry events, and promotes discussions on building future-ready organizations.234

Highlights

Aug 28 · linkedin

Trends vs. Trendy: Understanding the Distinction

In general, trends indicate significant social changes—emerging and defining collective thoughts, behaviors, values, or attitudes that mark a shift in society. Trends are long-term movements anchored in fundamental human needs and have the potential for enduring impact. In contrast, “trendy” refers to short-term social media popularity. Correctly distinguishing between the two is vital for effective planning cycles, whether for long-term strategies or brand operations.

Moreover, without a deep understanding of the cultural, historical, and local contexts of people’s concerns, analyzing and predicting cultural narratives in today’s rapidly changing and complex world becomes futile. Trends are meant to capture significant societal shifts, whereas trendy moments are brief flashes of popularity. Recognizing and acting on these distinctions can help brands and individuals make more informed, impactful decisions.

Thanks to my colleague Mina Baginova

https://lnkd.in/eRy2UX9c

#trends #future #trendy #trendwatching #marketing #brands #innovation #leading #context #humanscience

Jul 22 · linkedin

Reflecting on Future Trends at a 12th-century Monastery (great setting, right?). How to bring new perspectives to a brand that knows everything about Gen Z? The breathtaking 12th-century Abbaye des Vaux de Cernay, brought together leaders of L'Oréal's Professional Products Business. Our focus? Anticipating the future consumer behavior and sociocultural trends of Gen Z.

Unlike many corporates with just a sliver of Gen Z in their workforce and customer base, L'Oréal stands out. They're deeply intertwined with Gen Z – from salon professionals and clients to the creators shaping online beauty culture. So how to bring fresh perspectives to a brand so adept at engaging this young generation? Well, just bring the lens that most business overlook, the human science lens.

As always, we used the human sciences to discuss:

  • The psychology of eco-anxiety and strategies for fostering sustainable behavior among Gen Z.
  • An anthropological look at the trends of hair bleaching and the unique visual language of Gen Z in today's digital realm: playfulness and humor as an antidote to global destruction.
  • A sociological analysis of individualization, unpacking ontological insecurity, and the implications for employers and leaders in nurturing their young workforce.

Being among L’Oreal’s leaders, surrounded by French grandeur, this was a philosophical journey with engaging discussions that flowed into lunch. The Abbaye des Vaux de Cernay has undoubtedly etched itself into my heart as one of the most inspiring places to speak about trends.

Thanks to Samuel Mueller & Maria del Carmen Serrato Gutierrez from WDHB (formerly Experience to Lead) and the leaders from L'oreal!

As summer kicks in, I'm taking a long pause, but I'm eager to return in September, fully charged for more engagements. Here's to exploring deeper and reaching further, together.

#trends #GenZ #leadership #Loreal #sustainability #anthropology #sociology #psychology #BeautyIndustry #Innovation #growth

Related Questions

What are some key sociocultural trends Aljan De Boer focuses on?
How does Aljan De Boer define "human-proofing" in marketing?
What inspired Aljan De Boer to transition to TrendsActive?
Can you share examples of Aljan De Boer's work at Iris Academy?
What are Aljan De Boer's main strategies for sustainable marketing?
Aljan De Boer
Aljan De Boer, photo 1
Aljan De Boer, photo 2
Add to my network

Location

The Randstad, Netherlands