Every lesson we've learned in 10+ years of working with trends in one course. Introducing Academy.

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Learn our methodology and become a Purpose-Driven Innovator.

Grounded in purpose. Guided by trends.

As one of the world’s leading consumer trend firms since 2002, TrendWatching helps professionals bring to market more sustainable innovations that benefit all.

To help us, you (and the world) succeed in that mission, we developed TrendWatching Academy – in collaboration with Business of Purpose. In a nutshell: 

  • A 25-lesson, self-paced, on-demand, pre-recorded online course, focused on trends and innovation, for only US$ 249 (or the equivalent in your own currency).

  • Learn new skills to identify and act on trends with our Purpose-Driven Innovation methodology.

  • Q&A with our core analyst team and access 10 years and 300+ trend workshops worth of global learnings at leading brands, worldwide.

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Watch the demo video and see what you'll get access to when you enroll in Academy.

Learn how to see trends as meaningful business opportunities.

The course includes:

  • Five modules guided by trends (Purpose / Scan / Strategize / Ideate / Inspire).

  • 25 Self-paced sessions including 27 videos, 14 PDFs and 12 exercises.

  • Guidance from our Trend Analysts whenever you need it.

  • Certification and access to a network of fellow participants for ongoing peer learning and support.

 Your lessons will cover:

  • Key academic frameworks on purpose, and guidance on mission, vision and how to find your purpose fit.

  • Trend forecasting and new, creative approaches on where to spot trends and innovations, including exclusive access to our extensive resource list.

  • Practical tools for your internal strategy, ideation sessions and culture-building: Consumer Trend Radar and Canvas, Mega-trend Mapping and much more.

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Who is TrendWatching Academy for?

Purposed business professionals. Worldwide.

This course is designed for Strategic Business Developers, Brand Managers, Marketing Managers, Account Directors, Creative Directors, Strategists, Innovation Managers and truly anyone else deeply into trends and innovation, with a meaningful twist.

B2C brands, agencies, and universities.

We offer a wide range of training solutions, from team access to the course at a discounted price to custom workshops. Check out all options.


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Meet your online instructor, Nathania Christy...

Nathania is our Head of Academy as well as one of our lead Trend Analysts. She'll guide you through all content, in 27 pre-recorded videos, which you can watch and act upon at your own pace. 

To date, Nia has delivered 100+ consumer trend keynotes, webinars and innovation workshops for future-focused global brands (and start-ups, too), from Stockholm to Singapore.

... and the Academy Facilitators.

Academy is staffed by our Global Trend Analyst Team – meaning that as you go through all the sessions at your own pace, you can always reach out to them with any question you may have.

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What participants are saying

"I would highly recommend this course to anyone..." 

Emeka Obia

Lead Strategy & Planning,
Leo Burnett 🇳🇬

"I’ve binge-watched the Purpose-Driven Innovation Academy..."

Antonello Schiavo,
EMEA Vendor Manager,
YouTube 🇪🇺

"A very soul-filling must for any believer in social change..."

Maria Camila Alarcón,
Freelance Strategist 🇨🇴

"The framework that the course provides is a valuable addition to any planner's toolkit..."

Sasha Zaprudska,
Partner and Head of Planning,
LP/AD 🇨🇦

"I now genuinely feel empowered to guide my clients toward more meaningful business ideas..."

Laura Bonelli,
Senior Creative & Copywriter,
Wundermann Thompson 🇺🇸

"We need a mindset shift, and this course is the rally cry for a movement our world craves..."

Stacy Neier Beran,
Senior Lecturer,
Loyola University Chicago 🇺🇸

After completion you will be able to:


emerging consumer trends and opportunities.


core trends, insights and innovations.


innovation ideas that are sustainable and purposeful.


your own trend insight and research department.


a purpose-driven culture in your company.


your own strategy and ideation workshop in your company.

Plus you will be:

🏆 Certified

in our Purpose-Driven Innovation (PDI) methodology, empowering you to run workshops and spearhead innovation efforts across projects, teams and companies.

🌍 A member

of a network of fellow participants for ongoing peer learning and support. Oh, and all tools and materials remain available for downloading post-course, too!

About TrendWatching

is when we were founded and since we've become a leading global consumer trend firm.

clients work with us, from the world’s biggest brands all the way to small purpose-driven organizations.

business professionals around the world read Our Free Trend Updates – including Innovation of the Day and Make→Shift.

of spotters (811 to be precise) in 65+ countries form our research network, in addition to our core teams based in Amsterdam, Berlin, London, Singapore and New York.


What is Purpose-Driven Innovation (PDI)?

PDI is our analytical framework and methodology designed to guide professionals and the wider world in identifying and acting on meaningful business opportunities. We have been using the core elements of this framework for over 10 years at leading brands worldwide and published an acclaimed book on Trend-Driven Innovation in 2015 (Wiley, New York). Our latest latest round of work, expanding the methodology to include a deeper 'why' of trends, together with Business of Purpose, guarantees it will continue to push the envelope in 2021, if not until 2030 😉.


Why did you make this course?

We believe purpose to be the trend-of-all-trends and that teaching purpose-driven innovation – our methodology and trend framework – is the key to fulfilling our mission of empowering more professionals to bring more sustainable and impactful innovations to market.


Does the course include any 'live' elements?

No. The full course is self-paced and pre-recorded, meaning you can go through all the modules whenever it fits you, all by yourself.

We advise about five weeks of studying in total, but again, this is fully up to you. Throughout the modules you are of course more than welcome to reach out to any of our Trend Analysts who will be available to answer any questions you may have.


How much time will it take me to complete the course?

By being completely pre-recorded, the course is suitable for professionals who need to balance their busy schedules with self-paced learning. We recommend users take a week per module (there are five modules), studying for about two hours each working day.
This means a minimum learning requirement for the entire course would be 5 weeks x 5 working days x 2 hours = approx. 50 hours

I'm an organization, do you have team or group discount options? Or workshops?

Absolutely, we offer package deals as well as customised workshops, for a wide range of companies and institutions. Check out all options.

Do you offer a money-back guarantee?

Yes! We offer a no-risk guarantee. If, after purchasing, you feel Academy is not for you, just let us know within four weeks of your purchase and we will refund in full.

I'm a TrendWatching Premium user, do I get access to Academy?

Yes! Users on our Pro plans are entitled to Academy access free of charge, while Essential plan users will receive a discount. To arrange for access as a Premium client, please email Lucy Goodman, Head of Customer Success. 


What language(s) is Academy delivered in?

🇧🇷🇪🇸Academy's videos are in English but now come with optional Spanish and Portuguese subtitles, too!
All corresponding instructions and bonus materials are in English.
Video subtitles in other languages (including French and Korean) will be added later this year.


Get started today

  • Learn how to run with and apply our Purpose-Driven Innovation methodology with a curriculum of expansive lessons, tools and content.

  • Empower your skillset with our 10+ years of extensive knowledge and experience in identifying, strategizing and acting on key consumer trends.

  • Get a recognized certification

  • Digitally delivered, on-demand and self-paced. For individuals or teams.

  • Only US$ 249 (or the equivalent in your local currency). Full no-risk guarantee!

Enroll now


Let's talk

Any questions? Talk to Qian Hong, our Academy Coordinator 🗣
Your message will go straight into her inbox and will be replied to asap.