Insights

We share our insight on the themes and topics that shape consumer mindsets in 2025.

What will we work in the future? How will we work? Who will we be working with? Where will we work? Learn about the answers to those questions in the Future of Work Trends we developed together with XING.

Find out what drives Chinese Consumers in the year ahead. A report we published together with Avantgarde China.

We quantify the perceived truth: together with Bonsai we have again analyzed around 12 million posts based on AI for the new values index, our long-term social media study since 2009.

The Rotkäppchen-Mumm trend study on the culture of enjoyment is entering its third round this year. The study is based on a quantitative survey: Shared moments of pleasure, traditional festivities and time with loved ones are experiencing a new high in importance. Germans' willingness to spend is in

2024 - The Year of Social Growing Pains It's harder than we thought to grow into new structures and values. This trend report builds on manifestations and insights from the past year as we peek into the trends and drivers of the coming year.

Together with Salesforce, we researched what holds successful communities together, how they work, and developed actionable takeaways for brands that help decode the global phenomenon.

We're proud to present our latest white paper on the TrendNeedle consumer panel for Q1/2023 . Here are three key consumer mindsets to consider.

How is ethical consumption changing in the face of multiple crises? Even in volatile times, Germans are guided by aspects of sustainability - this is shown by the sixth trend study on the topic of 'ethical consumption' conducted by Trendbüro on behalf of the Otto Group. Report is in German.

This report builds on last year's findings and insights and takes a look at the trends and drivers for the year ahead. We explore this year's topic through five trends to watch.

The second Values Index Update 2022 is now available, in German – The value Freedom is one again at the top of the list. Together with our partners Bonsai GmbH and Uranos, we have been publishing the largest long-term social media analytics project to research changing values in the DACH region.

On behalf of software manufacturer Haiilo, we published a desk research-based report on employee engagement. The report highlights the importance of employee satisfaction and engagement at work in a fast-paced, digital age.