Webinar Counter trends

Trends are easy. Counter-trends are where it gets interesting.

Scroll any feed and you’ll see them: trends neatly packaged, confidently named, often already halfway mainstream by the time they reach your screen. Useful? Sure. Enough? Not really.

Because every trend sparks a counter-movement. A pushback. An opposite force quietly(or loudly) gaining momentum. And if you only look in one direction, you miss half the story.

That’s where counter-trends come in.

The overlooked power of going the other way

When minimalism dominates, something more expressive bubbles up.
When everything gets faster, people start craving slow.
When brands shout purpose, some consumers roll their eyes and look for irony instead.

Counter-trends aren’t niche oddities. They’re signals. Often emotional, sometimes uncomfortable, but always telling you why a trend exists in the first place. They reveal tension. Fatigue. Desire for balance.

And that makes them incredibly valuable.

‍Why spotting trends isn’t enough anymore

The problem isn’t that trends are wrong. It’s that they’re incomplete. If you only chase what’s “next”, you risk blending in with everyone else doing exactly the same.

Real differentiation happens when you understand:

• what people are embracing
• and what they’re quietly resisting

Brands that grow relevance don’t just ride waves, they understand the undercurrents.

What we explore on January 22nd

In our webinar on January 22nd, Ank van Ophoven walks participants through exactly this way of thinking: how to spot trends and the movements that directly oppose them.

Not through trend lists or shiny buzzwords, but by zooming out:

• Where does a trend come from?
• What frustration or desire is it     responding to?
• And who is consciously choosing another     path?

Because once you start seeing those opposing movements, patterns become clearer. And opportunities suddenly feel less crowded.

Want to go deeper?

Understanding counter-trends doesn’t mean acting on all of them. It means making sharper, more deliberate choices. Choices that fit your brand, instead of following the loudest signal in the room.

If you’d like to learn more about this way of looking at trends or explore how it could work for your brand or team, feel free to reach out. We’re always happy to continue the conversation.

Or join our webinar. You can register here:
https://events.teams.microsoft.com/event/9c26306d-5d72-4585-9a84-a53bc59499c2@48b4a853-ea82-4826-adcd-8bc725866f5f

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