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What gives meaning to our lives?

A study conducted by the Dutch newspaper Trouw in collaboration with Ipsos and UvA professor Digital Humanities Rens Bod explored how contemporary definitions of meaning (zingeving) have evolved over time. When participants were asked to define meaning, they provided various answers, but the research identified three common characteristics within the given definitions: it is often linked to connectedness (family, friends, or community), it encompasses meaningful actions—actions that have a positive impact on oneself or others—and it is linked to personal values and ideals.

One interesting finding was that meaning is increasingly associated with knowledge. Before secularization in the Netherlands during the 1960s, people tended not to question much and instead followed what had been prescribed by the church. Recent findings show how we have moved away from these religious institutions and now find meaning in knowledge. The study found that 68% of Dutch respondents believe in the statement: “You are never too old to learn; therefore, I continue to develop myself,” with an additional 25% considering this somewhat important.

In both the definitions people give for meaning and the sources they cite, there is a reflection of a societal change that has been ongoing for some time—transitioning toward a knowledge-based society.

The researchers defined 6 groups of people and how they find meaning, curious to find out to which you belong?

Take the test here (in Dutch) 

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Kim Pillen

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What gives meaning to our lives?

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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