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The evolving role of third space culture

Putting Third Space Culture in Context

Third spaces, as defined by Ray Oldenburg in 1989, are places where people from various backgrounds come together, acting as a “home away from home.” Historically, these spaces have been crucial for marginalized communities, offering a venue for gathering, self-expression, and shared identity. For example, during the Harlem Renaissance, rent parties played a key role in fostering community and cultural expression through music and literature. More than just physical locations, third spaces blend creativity, culture, and community, providing neutral ground where everyone of that community feels welcome and at ease. 

Modern-Day Loneliness

Modern-day loneliness is often hidden behind the facade of constant digital connectivity. While virtual communities are plentiful, genuine connections are harder to achieve through screens alone. Gen Zers are longing for in-real-life (IRL) connections, with 82% reporting feelings of loneliness and 3 out of 5 people indicating that there is no longer a sense of community (Wunderman Thompson, 2023). Therefore, the return of third spaces is important, especially for students entering a new phase of life who need to make new connections again.  

Intersectional Interests 

Modern third spaces thrive on the cross-pollination of different interests, creating ecosystems that intersect with various cultures and sociopolitical issues. These spaces serve as gathering points for a variety of voices and ideas, enriching the experience by allowing people to simply exist without the pressure of performativity

 As we return to school or work, these third spaces become even more vital for connection. To unwind and to balance work life better. They offer opportunities to reconnect in person, build meaningful relationships, and escape the isolation of digital life. Whether it’s a coffee shop, a park, or a shared workspace, these spaces can help us find community and balance. So, as you head back to work or school, what is your third space?

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Meera Radhoe

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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.

Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist