The Future of Purpose

Full-day: trend keynotes + innovation workshop
2 September 2020  •  Amsterdam  •  09:00 - 17:15

View program

We're still hoping to organise our first post-COVID real-world event of 2020 in September (originally planned for May 2020), bringing our top analysts back to Amsterdam to explore The Future of Purpose. If you've already purchased a ticket, please rest assured we're doing everything we can to come up with a creative solution in case even early September turns out to be a no-go based on COVID developments and regulations. If you have any questions, please email us. A big thank you from us to you for your understanding and patience so far.

Who attended our previous Amsterdam events

What they said

  • “Insightful”

    “A series of insightful sessions that will help us to cut through the noise, now and going into next year.”

  • “Super insightful”

    “We had a great time, it was super insightful and thought provoking.”

  • “100% worth it!”

    “An inspiring day filled with new ideas and lightbulb moments. 100% worth it!”

  • “Fantastic event”

    “A fantastic event with a great set of presentations, speakers, panelists and guests.”

  • “High-energy”

    “A high-energy day with a super-engaged audience offering actionable, relevant insights.”

  • “So important”

    “It's so important to think about the future; for our clients; for their customers; events like this enable us to do that in a very focused and efficient way!”

  • “One word: awesome!”

    “From the venue to the speakers, to the consumer trends presented, it was an awesome day from beginning to end.”

  • “Super inspiring”

    “I will thank my boss for a super actionable, inspiring day. We are leaving with so much to work with!”

  • “Brilliant content”

    “Brilliant conference content but the real trick is TrendWatching’s ability to make it relevant to the audience.”


  • How to Save the World: The Future of Purpose in 2020 and Beyond

  • 08:30


    Enjoy a welcome breakfast and morning networking.

  • 09:30

    The time is now

    You know it. Rising numbers of consumers know it, too. In 2020, we live inside a climate emergency. Meanwhile, millions will no longer tolerate the social damages that are all too often the result of business as usual. Now, a huge – and necessary – systemic change is coming. It’s time to find a new model: a more ethical, sustainable consumerism. One that renews and enriches individuals and the societies in which they live, and exists in harmony with the planet we share.

    The revolution is here; the opportunities are vast. In this opening session, we will arm you with the framework you need to survive and thrive.

  • 10:00

    10 trends reshaping the future of purpose part 1

    Join Global Head of Trends & Insights David Mattin as he presents 5 consumer trends – from INTERVENTION SEEKERS to REDEMPTION NARRATIVES – driving expectations around the search for a more ethical, sustainable consumerism.

  • 11:00

    Coffee break

    Pause and refresh.

  • 11:30

    10 trends defining the future of purpose part II

    Demands for a more ethical, sustainable consumerism will effect a profound disruption in every B2C industry in the years ahead. Scary? Sure, but the opportunities to innovate, delight new consumers, and win in entirely new categories are huge.

    In this second trend session, Managing Director Henry Mason will explore 5 trends – from OPEN SOURCE SOLUTIONS to LEGISLATIVE BRANDS – that can fuel you in a mission to do the right thing and win the future.

  • 12:45

    Around the world with 22 spotters

    Our insights have always been powered by the brilliant and generous minds of our 1,000+ global network of spotters. Hear from 22 of the TrendWatching Insight Network – from Seoul to Seattle and Sydney to Stockholm – as they share their perspective on the best in cutting edge experiences.

  • 13:00


    Refuel and network.

  • 14:00

    Opportunity Panel

    Hear and learn from three purpose-driven entrepreneurs how they are seizing endless opportunities in their transitioning industries:

    1) Anne Janssens, Founder, The Ketchup Project
    2) Jasper Gabriëlse, Co-founder, Seepje
    3) Sandra Ballij, Founder, Ctalents

    This session is hosted by Business of Purpose, part of the TrendWatching family.

  • 14:45

    Your new toolkit

    We introduce you to our Trend-Driven Innovation methodology and associated tools.

  • 15:00

    Solve for the future

    Working alongside Lead Innovation Architect Delia Dumitrescu and Senior Trend Analyst Victoria Loomes, apply the trends presented earlier in the day to generate new purpose-driven innovation ideas for your organization.

  • 16:30

    Deep Dive

    A deep dive into three iconic purposeful innovations from around the world – and what you can learn from them – with our Asia Head of Trends and Insights.

  • 17:00

    Wrap up

    A quick-fire review of the key themes and learnings from the day.

  • 17:15

    Drinks reception

    Dream up your next purposeful innovation over a drink or two with fellow participants and the speakers.


Early Bird prices for Amsterdam still available

For logistical questions or payment queries please contact our Event and Account Director, Dee Guitton, at

We're working with Trees For All to offset all carbon generated by our events.


The Loft @ A'DAM Tower

The Loft is the name of A’DAM Tower’s penthouse, located on the 16th floor. With floor-to-ceiling windows, The Loft's workspace offers expansive, spellbinding city views of Amsterdam.

Our last Amsterdam Trend Event | September 2019

Here's a video from our sold-out event on The Trends for 2020 which took place at The Eye Film Museum in 2019.


Questions? Comments? Contact our Event and Account Director, Dee Guitton.

Contact Dee