Short clips trend presentation IGC Amsterdam 8 April 2014

Klaus van den Berg on generational target groups and digitale user types

Klaus van den Berg on digital target groups, privacy and Personal Data Protection Act

Klaus van den Berg introduces his visual trend hypothesis

Klaus van den Berg starts his visual trend hypothesis

Klaus van den Berg thanks the audience of a hundred guests

Preparations trend presentation GCI Amsterdam

Tuesday, 8 April 2014, 6-9.30 pm, Marketing & Strategy Table, ‘From trends to future’, Royal Industrial Grand Club Amsterdam (ICG).
Organiser Carina van der Kloet and speaker Klaus van den Berg during the preparations for the trend presentation about the megatrends of the information society, the iSociety, and my trend hypothesis about the new megatrend Branding Heritage.











Trend presentation IGC Amsterdam relocated to grand salon due to many reservations

Amsterdam, 2 april 2014 | Due to many reservations the trend presentation of Klaus van den Berg in the IGC in Amsterdam on 8 April has been relocated from the library (max 65 guests) to the grand salon (max 120 guests) due to many reservations. By doing so, there is no need for a waiting list anymore. You can make your reservations.

The talk and discussion with the audience will be in Dutch. The visual trend presentation is subtitled in English.

Seatings are limited. Reservations: Carina van der Kloet,

Klaus van den Berg is market researcher en works for companies, public authorities, NGOs and charities. He published trends in magazines like Avenue, Blvd, DutcH and L’Officiel Hommes NL.

18.00 – 19.00 hrs Drinks
19.00 – 20.00 hrs Trend presentation
20.15 – 22.00 hrs Dinner, € 36,50. You can pin. Cash payment is not possible.

Trend presentations in Amsterdam and Hilversum

18 March 2014 | Market researcher and strategist Klaus van den Berg will be launching his new visual trend presentation in Amsterdam and Hilversum.

Tuesday 8 April 2014, 18.00-21.30 hrs, IGC, Amsterdam
Marketing & Strategy Table: From trends to future
Target group: Club members and their guests
Trend presentation Klaus van den Berg: 19.00-20.00 hrs
Location: The Royal Industrial Grand Club (De Koninklijke Industrieele Groote Club IGC), Dam 27, Amsterdam
Contact: Carina van der Kloet,

Thursday 17 April 2014, 14.00-17.30 hrs, LUNO Kitchen, Hilversum
Inspiration meeting: Trends, insights and shops of tomorrow
Target group: Retail-managers, FMCG-managers, business developers, policy makers and media. The size of the group will be limited for maximal interaction between the participants.
Price: 50 Euro (excl. VAT and incl. drinks)
Trend presentation Klaus van den Berg: 14.30-15.00 hrs
Location: LUNO Kitchen, Kerkstraat 63-1 (Kerkbrink), Hilversum
Contact: Inge Oeseburg, tel: +31-6-30467720,

Thursday 19 June, 13.30-17.15 hrs, NRC restaurant café, Amsterdam
MOA event Qualitative researchers Trendwatchers or trend researchers? The delicate balance between intuition and expertise
Price: MOA members 75 Euro, Logeion, VBO and VSO members 75 Euro and non-members 135 Euro (excl. VAT)
Trend presentation Klaus van den Berg: 16.00-16.30 hrs
Location: NRC restaurant café, Rokin 65, Amsterdam
Contact: Chairman Lex Olivier, 06-57998486,

Future Perception Research Municipality of Almere

5th March 2014 | Reference Future Perspective Study for the City of Almere (the Netherlands)

In the autumn of 2013 the Research & Statistics Department of the Municipality of Almere was commissioned by Almere’s Municipal Executive to carry out its most extensive qualitative study to date. The study involved 18 brainstorming sessions with representatives of stakeholders of Almere society as well as civil servants and politicians. The study had to be organised, carried out and reported within a strict timeframe.

In our search for an independent and professional interviewer, the ‘click’ with Klaus van den Berg was immediate. We had not previously worked with him.

Klaus van den Berg not only turned the talks with the different groups into lively and interesting discussions, he also recruited and selected nearly all the participants. Thanks to his indefatigable energy he managed to get a wide range of ‘well-known’ and ‘unknown’ Almere stakeholders around the table despite the brief planning period.

With his keen observations and clear writing style, Klaus van den Berg summarised his findings in a perceptive and easy-to-read report and presented them to Almere’s Municipal Executive.

The project successfully completed, the Research and Statistics Department looks back on a particularly enjoyable collaboration with Klaus van den Berg.

Almere, February 2014

Loek van der Geest
Researcher Client Management
Department Research & Statistics
Municipality of Almere

Interview in MarketingTribune 03-14, 11 February 2014

Interview with Klaus van den Berg in section marketing analysis
Article ‘Will 2014 be the year of the mobile break-through? The revolution is here.
This article has not been published online.

Will 2014 be the year of the mobile break-through? The revolution is here

The example mentioned by Sandor Frans may be groundbreaking, but at the same time it illustrates how invasive location based marketing can be. Market researcher and strategist Klaus van den Berg is therefore of the opinion that firms producing mobile privacy protection software will really take off over the next few years. ‘The Dutch want to know what’s going on, they want to be contactable at all times and they are very price-conscious, but on the other hand they increasingly long to get away from all that and have offline quality time. I believe that smart entrepreneurs will cater for that need on the part of mobile consumers.’

‘The vast majority of consumers nevertheless feel that mobile devices hold an exciting promise of the future, according to a study that Van den Berg carried out into trends and developments within the information society (commissioned by the Dutch Ministry of the Interior and Kingdom Affairs). ‘People feel that they can benefit from it, they find that it makes their lives easier and it gives them a sense of freedom. The Netherlands is, after all, one of the most online countries in the world.’




The new Zeitgeist: two trend presentations in Amsterdam

20 February 2014 | In response to several requests regarding current and future trends, market researcher Klaus van den Berg has produced a visual presentation of our changing times and will shortly present his findings to two associations in Amsterdam. On 8 April 2014 he is invited to speak at the Royal Dutch Industrial Society (Koninklijke Industrieele Grote Club) and on 19 June 2014 he will give a presentation during a special afternoon focusing on ‘Qualitative Researchers: Trend Watchers or Trench Researchers?’ organised by the MOA (Center for Information Based Decision Marking & Marketing Research).

Pointing out the leading trends of the evolving information society, Van den Berg will spotlight trendsetters, hipsters and ‘early minorities’ in Western Europe. He will identify activating social engagement as a new bond between different generations and target groups and talk about innovative forms of co-branding based on the new sharing economy of the future. He will also highlight the recent upcoming trend from ‘advertising’ to ‘artvertising’ in the creative industries, showing key European examples for the global market.

According to Van den Berg, “Ever since the start of the economic crisis Dutch experts, professionals, citizens and consumers have been talking about the present as a kind of transitional period towards a new era. Expectations about the next five years can be summarised as a digital promise of information sharing with both benefits and drawbacks and with privacy becoming an increasingly important issue. A striking newcomer to the current trend spectrum is the re-evaluation of the past as a safe, emotional haven, and as a compass in this rocky digital, mobile era. Branding Heritage will be the new trend for people, brands and organisations who want to keep hearts and minds interested and committed for the years to come.”

The presentation is a quick trend update lasting 15 minutes. Klaus van den Berg owns the copyright to the images in the trend presentation. The trend presentation is available on request to clients, event organisers and journalists who would like to ponder the Zeitgeist of the coming years.

More information on the two trend presentations in Amsterdam:

Recommendations of the working document on the current trends and future developments of the Dutch information society, the iSociety, commissioned by the Netherlands Ministry of the Interior & Kingdom Relations:

Reaction to fake press release Dutch VARA TV-broadcast Rambam/CCCP in NRC Handelsblad

The Dutch VARA TV-broadcast Rambam, produced by CCCP, used a fake press release of the non-existing agency and action group Brandsetters, pretending to communicate for the clothing company Coolcat. Brandsetters is the trading name I used for projects with Illya Soffer, consulting companies, public authorities, NGOs and charities. In 2001 I registered the trading name Brandsetters at the Amsterdam Chamber of Commerce. Klaus van den Berg and Illya Soffer are not related to this fake press release of the VARA TV-broadcast Rambam in any way. We are not responsible for any damage caused by this fake press release of the TV-show.

Forecast youth trends 2014 by Klaus van den Berg in marketing journal MarketingTribune: Generation Now!

Cover MarketingTribune 17 december 2013

MarketingTribune, the Dutch marketing journal has published Klaus van den Berg’s youth trends forecast for 2014 in issue 22 of 17 December 2013. This year the eighteenth publication of this annual youth trends special by Peter van Woensel Kooy is called “Youth Icons 2014 – Exit One-Sided Solidarity by ‘Twerking’ Generation Now.” You can read the underlying forecast about youth trends 2014 by Klaus van den Berg in the current Marketing Tribune issue.

“Young adults are very positive go-getters, despite or perhaps because of the crisis. They are extremely well-informed. This is the first generation that has only lived in a world with the internet. Facebook will continue to be popular, but within the social media world there will increasingly be more sub-groups of young adults to which the older generation and small children have no access. Facebook Messenger has taken over the role of email. While young adults in the Netherlands may still ask you if you are on Facebook, young adults in New York instead tend to ask if you are on Instagram. Many Apps, such as Spotify, are nevertheless still linked to your Facebook account. What’s-Apping within closed groups will gain in popularity. Location-based dating Apps such as Tinder are no longer a social taboo. Online privacy protection will be the main trend of 2014. This encourages the use of Snapchat. And of Vine too, which has the added value of a minimum age limit of 17 years. Accordingly, this is an App for adults, not for children.”

“Trendsetters among young adults are eagerly awaiting the future Smart Society and literally use that word when describing their dream for the future. The large group of followers predicts that our society will increasingly become an online society. There is a small group of young adults, however, that deserves in-depth trend research and who are in fact deserting social media and Apps in order to have real, i.e. offline, experiences and social contacts. They no longer want to be followed by acquaintances and corporations due to privacy reasons and instead value personal contacts and wandering around physical shops, albeit that they compare the prices to online prices. They voluntarily swap their smart phones for simple Nokia handsets. They long for more peace and quiet and concentration in their life while at the same time keeping costs down due to lack of money.”

Klaus van den Berg is engaged in market research, strategy and trends for companies, public authorities, NGOs and charities in the Netherlands and abroad. He has published about trends in leading lifestyle magazines such as Avenue, Blvd, DutcH, Vogue, ZOO and L’Officiel Hommes NL. As a trend watcher he has frequently commented on trends on radio, TV and at meetings and conferences.

Interview quote in CREATIE magazine (Adfo) December 2013

Guy Bourdin Deichtorhallen Creatie Adformatie Dec 2013

Bourdin in Hamburg

The Guy Bourdin issue of DutcH magazine from 1997 is on display during the Guy Bourdin exhibition in the Deichtorhallen in Hamburg. The then trend editor Klaus van den Berg interviewed – among others – Vogue editor-in-chief Francine Crescent: “Bourdin was a poet. No single vulgar image of him exists. People cannot imitate him. Because if they try, it always becomes a bit vulgar.” Until 26 January 2014.,

‘The (r)evolution of the iSociety’ in media

Current media attention for trend report in national and international media

The Dutch Ministry of the Interior & Kingdom Affairs recently published the working document called ‘The (r)evolution of the iSociety’ online. This exploratory document signals current and future developments in the Dutch information society, the iSociety. It was researched and written by Klaus van den Berg, an independent market researcher and strategist who works for the corporate sector, public authorities, NGOs and not-for-profits both in the Netherlands and abroad.

In this trend report on social change Van den Berg identifies six fundamental megatrends in the Dutch iSociety:
1) The ageing population and social fragmentation
2) Blurring borders, both offline and online
3) Control over the tenability of the living environment
4) New online risks and security
5) The Network Society
6) The Intelligent Age

In the Netherlands several leading media have focused attention on the trend report. They include Frankwatching, Dutchcowboys and Secondsight. The report has also attracted international attention from publications such as Focus and IBM Experts Computerwoche in Germany, the Innovator’s Guide LPN in Switzerland and The Qualitative Report in the United States.

You can download the entire working document in Dutch via:

You can download the brief recommendations from the working document in English here:
Recommendations working document The (r)evolution of the iSociety November 2012 Online Publication

The latest issue of the international men’s style magazine L’Officiel Hommes NL #5, the Spring/Summer 2013 issue, features a trend file by Klaus van den Berg on the future of the Dutch iSociety that speaks to a wide audience. This issue also contains an exclusive interview with Boudewijn Steur, the iSociety-iGovernment project manager at the Dutch Ministry of the Interior and Kingdom Affairs. In this interview Van den Berg discusses with Steur the future of the Dutch information government, the iGovernment. L’Officiel Hommes NL is for sale in The Netherlands and Belgium.

Trend report ‘The (r)evolution of the iSociety’

The Netherlands Ministry of the Interior publishes trend report ‘The (r)evolution of the iSociety’ online

The Dutch Ministry of the Interior & Kingdom Affairs has published the working document called ‘The (r)evolution of the iSociety’ online. This document is part of the exploration of the Ministry’s Department of Citizenship & Information Policy into trends and developments in society for the iGovernment. The relevant megatrends for the iGovernment are the ageing population and fragmentation, offline and online fading borders, new online risks and security, the Network Society and the Intelligent Age. This exploration focuses on whether the iGovernment is responding sufficiently to these trends, on the course towards the iSociety.

In May 2012 Klaus van den Berg, market researcher, strategist and trend editor, was commissioned to prepare this working document. The combination of the gradual digital evolution over the past twenty years and the rapid digital revolution in recent years can be described as the (r)evolution of the iSociety. Mobile internet in particular has radically changed our way of living, working, thinking and acting. And the younger the generation, the more they live their lives online. The report, among other things, provides insights into the implications these developments have for our privacy and the protection of our personal data.

This document will be used to strengthen the discussion – both within and outside the Ministry – about the significance these trends and developments in the iSociety have for the iGovernment. This is an important issue in Dutch society, right now and for the (near) future. We would like to invite you to participate in this discussion by means of editorial coverage, interviews and/or other initiatives.

Klaus van den Berg: “The Netherlands is one of the most online countries in the world. Because this working document has been published online, everyone can download and share it. I would like to express my gratitude to the Dutch experts, professionals and citizens who have taken part in this trend study. The iSociety is high on the agenda in our country. The time is now.”

Download a summary of the report’s recommendations in the English language at:
Recommendations working document The (r)evolution of the iSociety November 2012 Online Publication

Download the full report in the Dutch language at: