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Merry Fixmas

Every holiday season, we’re pressured to buy more and new – at the cost of our wallets and the planet. Design agency AKQA aims to break this pattern by celebrating mending and repairing with Fixie, a digital platform and AI assistant that serves as a one-stop solution for all things repair.

Fixie is an interactive chat interface and your guide through all manner of repair processes. Whether it’s providing step-by-step instructions, tips for maintenance, or planet-friendly disposal options, Fixie has you covered. And if that wasn’t enough, Fixie also serves as a motivational companion, emphasizing the sentimental and environmental value of repair.

At first, giving someone something you’ve repaired might sound a bit unusual. However, research shows that it might be a very good idea. The gifts that people love most are not necessarily expensive but are highly personalized and reflect a deep understanding of the receiver. Showing that you understand the value someone attaches to an object and repairing that beloved item might even be the best way to demonstrate your deep understanding of the recipient.

If you already have a present in mind that needs fixing, say hi to Fixie here.

Sharing laughter therefore shortens the distance between people, making them more open to disclosing personal information. Humour can defuse tension and bring us together like nothing else. It’s how we make friends, bond with co-workers, and get our entertainment. And yet, humour is often missing in many parts of our lives.

Looking at advertising in the past years, the amount of humorous ads has seen a sharp decline95% of business leaders now fear humor in consumer interactions. There are several explanations for this. One of the explanations is that purpose marketing has gained traction, and we often find it challenging to incorporate humour into serious causes. However, isn’t bringing people together (with the help of a good laugh) purposeful marketing in itself?

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Kim Pillen

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Kim Pillen


Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips,, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff


Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.


Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist