Born and raised in Amsterdam, Joaquim leveraged a Master’s degree in Economic and Consumer Psychology into a position as a Brand Strategist at a large Dutch ad agency. Having worked on brands like McDonald’s, Albert Heijn and Adidas, helping them map cultural and consumer trends, Joaquim has seen firsthand how a good understanding of trends can drive both business performance and societal impact.
Now at TrendWatching, Joaquim is involved in all manners of trend research and projects. Through big macro movements or small purposeful innovations, Joaquim loves to further his comprehension of human behavior to help predict the direction that society will go.
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