10. ETD

10th European Trend Day

Polarised markets: Consumption in the next society

Polarised markets: Consumption in the next society

10th European Trend Day, together with the 18. German Trend Day

Poor versus rich, large families versus childlessness, educated versus uneducated – polarities are shaping our lives as never before.

And the divisions in both economy and society – between religions, systems of government, generations, genders and ethnic groups – are steadily widening and proliferating. Some call for transparency, others for universal surveillance. There's growth here, excessive indebtedness there. There's online versus offline.

While the 20th century with its focus on national interests was driven by the population explosion, the builder economy and lifestyles, the major trends of the 21st century are social overageing, the replenishment economy and deathstyles.

From these multipolar tensions – with us right in the middle, locked into a variety of such conflicts – a new society is emerging. How will it function? What markets will it generate? What sort of business models will evolve from the battle zones?

The 10th European Trend Day will guide you through the age of polarisation's new patterns of consumption. And it will show you what this megatrend means for consumers, citizens and entrepreneurs.

It's an opportunity to learn from the experience of start-ups and technology experts, trend researchers and marketing strategists, social-change campaign professionals – and rock bands!


Wednesday, 19 March 2013, 09.00 – 17.30

Welcome Coffee

David Bosshart (CH), GDI Gottlieb Duttweiler Institute
Polarization: Mapping the new world

Chrystia Freeland (US), author of “Plutocrats”
The rise of the new plutocrats

Peter Wippermann (D), Trendbüro
Life without secrets: How privacy is becoming a commodity


Cornelius Kölblin (D), BMW i
Next generation mobility

Paula Hanneman (D), change.org
Changing the world: One petition at a time


Maren Neubacher (CH), eBay
Customer 2020: The personalization of retail

Ståle Økland, author of "Trendmania"
Think like a rock star: Secrets of successful brand innovation


Jon Matonis (CH), Bitcoin Foundation
The future of money I: Why we need a nonpolitical currency

Akseli Virtanen (FIN), Robin Hood Minor Asset Management
The future of money II: Asset management for the 99 percent

Venkatesh Rao, author of "Tempo"
New marketing models for the age of technology

Norbert Bolz (D), Technische Universität Berlin
To be linked or not to be linked, that is the question

David Bosshart (CH), GDI Gottlieb Duttweiler Institute

from 17.45
Shuttle to Thalwil station

Chrystia Freeland

Chrystia Freeland

Journalist, author, politician. She worked for the "Financial Times", "The Washington Post" and "The Economist". Her book "Plutocrats: The Rise of the New Global Super-Rich and the Fall of Everyone Else" is an international best-seller. Freeland is a Member of Parliament for Canada's Liberal Party.

Jon Matonis

Jon Matonis

Executive Director and member of the Board of Directors for Bitcoin Foundation. His career includes senior posts at Sumitomo Bank, VISA, and VeriSign. Matonis is a contributor at “Forbes Magazine” and edits “The Monetary Future”, a blog on free banking, cryptography, and digital currency.

Maren Neubacher

Maren Neubacher

Director EU CRM Operations & Strategic Initiatives at eBay. Her focus in marketing lies at creating emotional brand worlds and brand communication. Neubacher also had marketing posts at Wella and Procter & Gamble.

Cornelius Kölblin

Cornelius Kölblin

Global Head of Communication and Media Strategy at BMW i, the car manufacturer's subdivision for visionary electric cars and innovative mobility services. Prior to that, Kölblin was responsible for national expansion and funding strategy at an NGO. 

Paula Hannemann

Paula Hannemann

Managing Director Germany at the campaign platform Change.org. Hannemann was responsible for social media and online campaigning at WWF. She lectured at the Institut für Marketing und Kommunikation (IMK) and consulted start-ups on branding and innovation.

Venkatesh Rao

Venkatesh Rao

Author of “Tempo”, a book on decision-making, and the widely read “Ribbonfarm” blog. As a researcher he focuses on long-term historical trends in technology and social evolution. Rao is also a consultant for organization development. He has a PhD in Aerospace Engineering.

Stale Okland

Ståle Økland

Oslo, Norway

Ståle Økland is a Scandinavian trend expert, globetrotter, writer, thinker and public speaker. He has experience and distinctive insight across a wide range of strategic, technological and specialist disciplines. Ståle has written four books. One of his suggestions: learn from rockstars!

Akseli Virtanen

Akseli Virtanen

Organizational activist and theorist of new political economy. Virtanen is the co-founder of Robin Hood Asset Management Cooperative and research director of Future Art Base in Helsinki. He is also the author of “Critique of Biopolitical Economy”.

Norbert Bolz

Norbert Bolz

Professor of Media Studies at the Technical University of Berlin, zeitgeistphilosopher and trend analyst. Bolz is an important thinker on cultural development and author of numerous publications on media, marketing and communication.

Peter Wippermann

Peter Wippermann

Founder of Trendbüro, Hamburg. Peter Wippermann was a Professor of Communication Design at Folkwang University of the Arts, Essen, he is a specialist in trend-based brand management, and the author of numerous publications.

David Bosshart

David Bosshart

Author, Speaker, Executive Advisor

Dr. David Bosshart was CEO of the GDI Gottlieb Duttweiler Institute for consumption, economic and social studies from 1999 to 2020. Since 2020 he has been President of the Gottlieb and Adele Duttweiler Foundation.


19 March 2014


CHF 900.- (early-bird rate until 31.01.2014)

The conference fee includes all food and beverages (including VAT). Participants registering less than two weeks before the event can pay by credit card only.

Changes to the programme
The programme is subject to change. If an event does not take place, fees will be refunded. Further claims are ruled out.


If you are unable to attend, please let us have your cancellation in writing. The fee will be reimbursed on cancellation thirty or more days before the event. After this term and until five full working days prior to the event we will charge 75% of the fee. In the event of later cancellations we will charge the full participation fee. Substitute participants welcome.

Hotel reservation
To profit from the special pricings, please use the following email adresses and refer to the following code: ETD_2014

Hotel Belvoir, Ruschlikon: info@hotel-belvoir.ch

Hotel Sedartis, Thalwil: info@sedartis.ch

Hotel Alexander, Thalwil: info@alexander-am-zuerichsee.ch

More hotels can be found at www.zuerich.com

There will be a free shuttle bus service between the GDI and the hotels Sedartis and Alexander in Thalwil as well as Belvoir in Rüschlikon.

Event location
GDI Gottlieb Duttweiler Institute
Langhaldenstrasse 21
8803 Rüschlikon


German / English (simultaneous translation)