BONSAI FUTURE

Giving presentations at brand, marketing, and market research conferences—for some colleagues at Bonsai , this may not be part of their daily routine, but it certainly feels like part of their monthly routine. But for a city to take an interest in futures research, organize a business forum with around 150 participants, and invite Jasmin Pampuch (Head of Shopper Research & Behavioral Analytics) and CEO Jens Krüger to speak… that’s truly something special. And it’s making headlines in the region’s media.

At the Week of Market Research (#WdM25), we presented Bonsai Future's trend and future research. With a case about Munich Airport, which shows what the airport will have to offer in 2035 in order to be relevant for visitors. The presentation by Kim Haußer, Head of Bonsai Future, is now available on our YouTube channel.

The sixth Week of Market Research (#WdM25) starts this year on May 19 and runs until May 27, 2025. We are represented at WdM25 with three great topics. Our Qual researchers from Bonsai Lab are all about Decoding Culture. Our colleagues from Bonsai Strategy are at the start with the topic of Mental Availiability and Bonsai Future with the topic "Values. Change. Growth", which is all about how companies can shape the future on the basis of research.

The Values Index, the largest long-term social media study on social change, was published last month with the new issue 1/25. Jens Krüger (Managing Director of Bonsai) and Kim Haußer (Head of Bonsai Future) explain in Markenartikel, the magazine for brand management, why the current change in values is so challenging for marketing, but also offers opportunities - and what brand values, real-time data and AI technology have to do with it.

Kim Haußer, Head of Bonsai Future, in an interview with NRW handelt: How we at Bonsai research global social trends and change and use qualitative and quantitative research, paired with AI-based observation of behavioral data, to identify early signs of emerging trends and anticipate future consumer behavior.

In February, Bonsai was awarded a TOCii in two categories at the new industry award "Top Of Class Insights Industry", or TOCii for short: Bonsai Health received the TOCii in the pharmaceutical and healthcare research category; Bonsai Future in the trend and future research category. On April 9 and 10, 2025, together with the other winners of the categories, we will be able to show why we received the award - and what Bonsai Health and Bonsai Future can do for companies.

The new industry award “Top Of Class Insights Industry”, or TOCii for short, was just presented at the Succeet market research fair in Wiesbaden. If you missed the ceremony, click here for the interview with the winners Bettina Mertens-Danowski ( Bonsai Health) and Kim Haußer.

Bonsai Research is the winner of the new industry award "Top Of Class Insights Industry", TOCii for short: on February 13, we will be honored in two of a total of five categories at the Succeet market research trade fair in Wiesbaden: Bonsai Health will receive the TOCii in the Pharmaceutical and Healthcare Research category; Bonsai Future in the Trend and Future Research category. "We have significantly expanded both Bonsai Health and Bonsai Future in terms of content and personnel in recent years. We are delighted that the jury has now recognized this work," emphasizes Bonsai Jens Krüger.

At the premiere of the Top Of Class Insights Industry award, TOCii for short, Bonsai Future will be honored as the top institute for trend and future research at the Succeet 2025 industry trade fair on Wednesday. Kim Haußer, Head of Bonsai Future, outlines the recipe for success that has now been recognized by the award as follows: "Bonsai Future takes a proactive approach that goes beyond mere prediction. We offer certainty of direction in rapidly developing and changing markets and support companies in making qualified decisions about opportunities and challenges."

On behalf of Rotkäppchen-Mumm, the trend experts at Bonsai Future examined the culture of enjoyment in Germany. Here are some of the findings: the growing relevance of freedom and self-determination in society is influencing the way we enjoy ourselves. At the same time, the need for experiences with memorable value is increasing, particularly among young adults, i.e. moments that want to be experienced together, on the go, free from conventions and "in real life".

The industry portal marktforschung.de, in cooperation with the industry trade fair succeet GmbH, will be honoring the best providers in the insights industry in various areas every year. The award is called: Top Of Class Insights Industry, or TOCii for short. At the premiere, the readers of marktforschung.de nominated Bonsai in three of the five categories: Customer Journey & Touchpoint Analysis, Pharma and Healthcare Research and Trend and Future Research. Many thanks to the marktforschung.de users who nominated us!

A major interview in the magazine Markenartikel with Kim Haußer, Prof. Peter Wippermann (both Bonsai Future) and Dr. Hannes Fernow (GIM) deals with the question of how brands can deal with the rapid changes of today - and how trend and future research can support them in doing so.

Kim Haußer and Prof. Peter Wippermann (both formerly of Trendbüro) are continuing the successful Bonsai future studies at Bonsai Future and launching new projects. To this end, Bonsai Research has founded its own unit, Bonsai Future, and is further expanding its foresight division. This news was widely reported in the trade press this week. What's behind it ...

Around 50 company and press representatives gathered online for the presentation of the Values Index 1/2024, the largest social media study on social change - around a dozen were guests at Bonsai Research in Hamburg. In addition to the exciting results, the main focus was on how companies need to react to the most important manifestations of the change in values - using best practices, of course.

The preliminary coverage of the largest social media study on changing values was enormous: daily newspapers, the trade press and several news portals reported on the Value Index 2024/1: how society is drifting apart and the tone in social media is becoming harsher. On January 17 at 11 a.m., we will show what companies and institutions can learn from the results of the value index from Bonsai and Trendbüro. We cordially invite you to attend the presentation in person in Hamburg or online:

Exciting challenges for the agriculture of the future result in an exciting project for Bonsai. We tackled this topic of innovation in the agricultural sector in a co-creation workshop with the Forum Moderne Landwirtschaft at the end of November. The background: In 2050, agriculture will have to feed ten billion people, while operating in the most climate-friendly way possible, promoting animal welfare and biodiversity and adapting to changing consumer habits.

For the sixth time, the Trendbüro presents the study on ethical consumption, which is initiated and published by the Otto Group and for which Bonsai Research has taken over the market research part.One important result in advance: Ethical consumer behavior remains capable of gaining majority support. For 62 percent of people, it is an integral part of their purchasing considerations - although the value has fallen by eight percentage points in view of the crises.

We had already informed you about the "new" values index. According to it, health, freedom and family are the values that people are most concerned about. Today we summarise what the media are reporting about the largest social media study on social change. And how the values index can be used operationally in companies.

Values Index Update 2022/1 - Project Confidence. Jens Krüger and Alisa Heinl (Bonsai), Ulrich Köhler and Fiorella Frank (Trendbüro) and Björn Welzel and Jonas Michels (Fritz Classen) present the new Values Index - more up-to-date, faster and bigger than ever before. The largest social media study on social change shows: Health, freedom and family are the values that people are most concerned about.

Under the title "Values Index Update 2022/1 - Project Confidence", the new evaluation of the largest social media study on social developments will be published on 7.4.2022. Jens Krüger, CEO of Bonsai Research, reveals today what is in the new Values Index - and what you can expect from the study.

... this is the headline of the article by Bonsai CEO Jens Krüger in the new issue of the cult magazine Max: "Climate change, poverty, fear of war, pandemic, social divisions - a better future seems ever more distant, the problems of humanity are building up like the devastating Omicron wave. The world seems to be undergoing a single transformation. Are the consequences foreseeable?"

The home is becoming a multifunctional control centre, the technology largely invisible. Hybrid forms of work are gaining ground. While robots are taking over everyday tasks, do-it-yourself is becoming a meaningful counter-trend. These are just some of the keywords of the QVC future study "Next Home - How will Germany live the day after tomorrow", which is now available for download.

The pandemic has accelerated the change to virtual everyday life as if in fast motion. This is also changing our homes. The QVC future study "Next Home - How will Germany live the day after tomorrow?" shows that many things will remain and change in the way we live in the future. Because in 2040, our home will be an all-rounder, a place for retreat and departure in equal measure.

Ethical consumption has arrived in the middle of society: For more than two thirds of Germans, ethical criteria play an important role in their purchasing decisions. This is a result of the 5th Trend Study on Ethical Consumption by the Otto Group and the Trend Bureau (market research: Bonsai).

In its new white paper, the Sparkassen Innovation Hub highlights eleven current trends and theses on the changing understanding of values and the resulting opportunities and challenges for savings banks and banks. It is based on the Values Index 2020 and other studies by Trendbüro, Bonsai Research, Kantar and measury.

2020 Values Index Corona Update: The Covid 19 crisis is accelerating changes in consumer values. In the new social media study, Trendbüro, Bonsai Research and Kantar show what implications this has for companies. 5 Trends.

Together with QVC, the world's number one in video commerce, Trendbüro and Bonsai publish the current study "New Normal: How does Germany live in the post-Corona world? It shows five theses for life after the Covid 19 crisis.

The Values Index 2020 is not a feel-good index. How can companies respond to the advancing individualisation and other signs of changing values?