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The widening Liberalism Gap between young women and men

On the occasion of the globally relevant elections in 2024, Glocalities has published a trend report on how the growing despair and divide between young women and men is likely to affect the electoral outcomes. Their insights are drawn from research across 20 countries representing all continents. We have picked out a few of the most exciting facts from the report for you:

🌍 Both young women and men are very concerned about education, unemployment, economic growth, human rights violations, and climate change. They aspire to pursue a career, own their own home, be independent and self-determined, but feel hopeless, disillusioned, and let down by society, to a certain extent due to the cost-of-living crisis combined with insufficient policies and political representation.

👩🏽‍🦰 Young women around the world are increasingly concerned about issues such as sexual harassment, domestic violence, child abuse and neglect, as well as mental illness. The ever-growing emancipation trends of recent years continue to rise at a rapid pace, making the global generation of young women arguably the most liberalised group in human history.

👨🏻‍🦱 In contrast: While older men (55-65 years old) were the most conservative in 2014 and younger men were significantly more liberal (18-24), in 2024 young men are less liberal than older men. Compared to young women, they care less about social justice and gender equality but more about competition, bravery, and honour, partly because they themselves feel let down as well.

While right-wing values are not compatible with the advancing emancipation of many young women, it is to be expected that the generally more conservative young men will be drawn to their side by radical right-wing movements which appeal to their concerns and disillusionment. However, Glocalities’ research also shows that young men are not (yet) turning away from liberal values, leaving room for more liberal parties to represent and address the growing disillusionment among young men. Want more? Read along here.

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Julius Tami

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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