Trendtag 09

5th European Consumer Trend Conference

HOPE - Why hope is better for business

HOPE - Why hope is better for business

Experts fear for the future – of the environment, the financial sector, consumption, the big western powers with their ageing populations. But fear is not what people want. They embrace anyone who offers hope at this time. It is hope that transformed an unknown American into the world’s most powerful man; hope drives sales of organic products; hope makes us donate money to good causes. Tomorrow’s markets do not belong to the fear-mongers but to the generators of hope – the dreamer is the true realist. Only those who think of others can do themselves good, because serving comes before earning. The change from predatory capitalism to the capitalism of hope has begun.

How you benefit
Up-to-date trend analyses and examples from best practice will give you an insight into a megatrend with market potential and you will gain inspiration and ideas for products, services and communication.

Key questions

  • How does hope arise?
  • What does hope mean in terms of economic capital?
  • What opportunities does this trend create?
  • What kind of hope is being marketed?
  • What products and services benefit from this trend?
  • How are virtuous rather than vicious circles created?

Forward-looking thinkers who understand trends in society and are in search of new business ideas: Marketing managers, product managers, brand managers, purchasing directors, communication managers, advertising agents, strategic planners, R&D directors, business development managers, consultants, etc.


PRE-CONFERENCE: Tuesday, 31st March 2009


19.00 - 22.00

  • Enjoy stimulating conversation and good food. For all conference participants and speakers who are already in Zurich.

CONFERENCE PROGRAM: Wednesday, 1 April 2009

Opening Speeches

Every Little Helps:

  • What We Can Still Get a Grip On, What Not
  • David Bosshart, Gottlieb Duttweiler Institute (CH)

The Solidarity of the Egoists:

  • What We Can Learn from Barack Obama
  • Peter Wippermann, Trendbüro Hamburg (DE)


Consumer Insight

Consumer Aspirations:

  • The New Differentiation Potential of the Future
  • Nicole Lüdi, Gottlieb Duttweiler Institute (CH)



How America Shops – the In Crisis Report

  • Wendy Liebmann, WSL Strategic Retail (USA)


Concepts to Watch

Rays of Retail Sunshine:

  • Creative Invention, Marketing Innovation and Recession Busting Concepts
  • Kate Ancketill, GDR Creative Intelligence (UK)

Closing Keynote

Training in Hope

  • Kreative Erfindungen, Marketing Innovation und Rezessionsresistente Konzepte
  • Norbert Bolz, Autor (DE)

Goodbye Drink

  • Followed by transfer to Thalwil train station
Kurt Aeschbacher

Kurt Aeschbacher

Trained economist, journalist, Swiss TV presenter. Since 1986, has developed and presented his own formats “Citytrends”, “Grell Pastell” and, since 2001, a talk show: “Aeschbacher”. He will guide you through the conference programme.

Kate Ancketill

Kate Ancketill

Managing director of GDR Creative Intelligence. Studied political sciences. Worked for Amnesty International before joining GDR in 1997. GDR specialises in design innovation, experimental marketing, trend analysis and forecasts.

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.

Wendy Liebmann

Wendy Liebmann

Founder and CEO of WSL Strategic Retail, a firm well known for studying and predicting consumer shopping behaviour. WSL combines astute observations of retail with consumer research to predict where shoppers will be shopping in the next few years.

Nicole Luedi

Nicole Lüdi

Senior Researcher at the GDI Gottlieb Duttweiler Institute. Focuses on consumer behaviour, sustainability, leisure and tourism. After graduating in political sciences, Nicole Lüdi worked as a project manager in the market research department.

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.


1 April 2009

1 participant CHF 1400.-
2 participants CHF 1050.-
3 or more participants CHF 840.-

The fee has to be paid in advance. The price depends on the number of participants registered together from the same firm. Any subsequent participants registered separately will also be billed separately. The conference fee includes all food and beverages and all conference documentation.

Conference languages

German/English (simultaneous translation)

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

Cancellations must be in writing and reach us by 2 March 2009 at the latest. After this date and until five full working days before the event begins, 75% of the fee will be charged. For later cancellations, the full fee will be charged. Substitute participants welcome.

There will be a free shuttle bus service between the GDI the hotels Sedartis and Alexander and Thalwil train station.

Hotel reservations
You will find a selection of nearby hotels at