Skip to content

On boys and men

With the Dutch Father’s day just behind us (last Sunday, in case you forgot), this week we dive (a little deeper into the topic of men and gender. Whenever the topic of gender equality gets brought up, the most common association is of women and their strive for equal opportunities. So much so that it is easy to forget that gender equality is not a one-way street and men and women have different issues that affect them and are worthy of (policy) attention.

That is why it’s refreshing to see that Norway (#2 most equal in the WEF’s Global Gender Gap Report) has recently launched a huge policy report on issues that (disproportionately) affect men.

The policy document (English summary on page 21) has been written by the “Men’s Equality Commission (Mannsutvalget)”, which was formed due to the “recognition that boys and men have not been sufficiently included and safeguarded in the development of Norwegian gender equality policy and in the public discourse.”

The document dives into topics such as family life, education, working life and health. Additionally it provides 35 concrete policy recommendations to improve gender equality.

Picture of Author

Author

Douwe Knijff

Share the signal.

More Signals

The value of human-made

Together with BrandTrust, we recently worked on the positioning of a fine jeweller based in Vienna. As part of the project, we explored the

The age of magical thinking

For decades, organisations assumed that more information would lead to better decisions and stronger consumer trust. But people don’t just seek facts or a

Baby Boomers booming industry

Why do so many companies overlook one of the largest and wealthiest consumer groups? Perhaps because the people making the decisions still hold the

Tabea Höllger

Partner

Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

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.

Complex Society (EN)

TrendsActive X Telecom Gen Z (Full report)

TrendsActive X Telecom Gen Z (Teaser)

Four rules – How to better resonate with Gen Z

Complex society report

Stay relevant.
Sign up for our
bi-weekly Signals.

A bi-weekly newsletter in which we keep track of what’s going on in the world and translate based on our sociocultural knowledge, what this means to brands.

Kim Pillen

Consultant

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, bol.com, 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

Researcher

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.

Trendsactive_blau

Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist