mega trends, zeitgeist, consumer behaviour, design, fashion, food and interiors



At pej gruppen, we offer captivating keynotes on mega trends, zeitgeist, consumer behaviour, design, fashion, and interiors. Delve into the dynamic world of lifestyle and food trends, unravel the nuances of retail, e-tail, and omnichannel strategies, and much more. Embark on an extraordinary journey through the ever-evolving world of trends with us.



Trend mastery

Our team at pej gruppen comprises trend forecasters and keynote speakers, ready to present at both large-scale and intimate events in Danish, Scandinavian, or English. We deliver enlightening talks on a vast array of trends, from overarching macroeconomic societal shifts and consumption developments to specific fashion and interior trends. Discover the latest trends in retail, food, travel, and more.

If finding a conducive space for meetings, workshops, or lectures seems challenging, consider renting from us. We offer venues with or without our expert speakers included in the programme. Rest assured, we’ll happily tailor a package to suit your unique needs

Unparralleled communication

Our delivery of over 200 trend-centric keynotes and presentations annually attests to our commitment to relevance, contemporaneity, and top-tier communication.

At pej gruppen, we ensure that booking an engaging and relevant lecture is a breeze. Our trend keynotes serve as a remarkable source of fresh knowledge and inspiration. This platform provides an overview of our diverse speakers and topics, which can be customized to match various needs. Each presentation is finely tailored to align with your company and target audience, with prices agreed in advance.

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For your assurance, enquiring about a speaker comes with no obligation. If you require any guidance or have queries about the speaker best suited to your company’s needs, please don’t hesitate to contact us. We’re here to assist you.

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  • Zeitgeist, key values and consumer behaviour
  • Segmentation – past, present and future
  • Phases of life and consumption
  • Trend sociology – what is a trend?
  • The senior boom – the new senior citizens
  • Food trends and consumer needs
  • Scandinavian differences and similarities
  • The physical store of the future
  • Digital integration / Cross channel / Omnichannel
  • Luxury of the future: Time, sleep and health
  • The male and female consumer

We hold lectures on trends and the following topics...

The modern consumer

Qualitative segmentation provides new perspectives on understanding the consumer. Life consists of 17 distinct phases from birth through to death which can each be characterised by different motivations for consumption. The switch from one phase of life to the next is more critical for changes in terms of consumption than your age as stated on your birth certificate. With a description of the 17 phases of life, the fundamental motivation factors connected to each of them and examples of actual products, you will be well equipped to add an extra dimension to your segmentation.

Knowledge of the children of today, the young people of tomorrow and the major consumers of the future is already essential today, as this generation has acquired purchasing power earlier than any other generation – if you are able to offer what they want, that is. Get a unique insight into how their consumption will unfold, which conditions are critical in this regard, as well as how the next generation’s values and preferences can be met from a commercial perspective.

The senior boom is happening now! For the first time in history, half of the population is over the age of 50. But who are they, how do they wish to prioritise their future consumption and how do you interact with them? How do you develop products for them, how do you communicate with them and how do you sell to them? Gain insight into the experienced senior citizens of the future and make sure that you develop products, services and communication that reflect this market segment.

A complete picture of six generations, their characteristics and their needs and wishes. Hear about the young digital consumers from Generation Alpha and the attention-seeking older sister from Generation Z, the constantly zapping youngsters from Generation Y and the hard-working and stressed Generation X, as well as the newly-discovered Generation Jones, which is the first genuine welfare generation, and not least the happy Baby Boomers, who ignore the evidence of their birth certificate and party all the way to the care home. Furthermore, get an insight into the concept of Flat Age – a term and an approach in which generational differences and age are blurred.

Why do men shop with a basket and women with a trolley? And why does it take a long time for women to make a decision? Knowledge of the fundamental motivation factors for consumption exhibited by the two sexes is crucial when it comes to developing products, selling and communicating. The simple fact is that 70-80 percent of all household purchasing decisions are made by women, in addition to which ‘smummies’ (smart mummies) dominate consumption in small groups of women, whilst women have also assumed a number of what used to be male-dominated purchasing decisions. This is something of an eye-opener for most people. However, does that mean that men can just be ignored? No – men spend money in a completely different way, and if you manage to attract their attention in relation to a hobby or an interest, then price is no longer relevant. Do you know the sexes well enough?

17 phases of life, 37 family types, 6 generations, multiple identities and countless situations make segmentation an almost impossible task. What do you do then? The pursuit of the eternal truth concerning consumers and their attitudes, behaviour, habits and susceptibility is deeply rooted in anyone who is employed in product development and marketing. The pursuit of the truth has evolved from simple models with a handful of segments to more recent models comprising one-to-one recognition of the individual consumer across channels and media. Big data is ‘big bucks’– especially for those who believe they can find the holy grail. But big data is also ‘big complexity’ – which risks losing the very essence of segmentation: simplicity and action. Perhaps it is time to stop and reflect?

Although reference is often made to a single Scandinavian culture, major differences exist between the countries of Scandinavia – and you ignore these at your peril! Many product launches and acquisitions across national borders have failed due to a lack of knowledge of values, culture, lifestyle, preferences in terms of housing, fashion and food, in addition to which the structure of the retail industry is very different. Get to know your neighbour and make sure you hit your mark.

What will the consumer of tomorrow look like? Times change – and so do consumer values. Values and emotions control consumer behaviour and willingness to buy. Get an update on the consumer of tomorrow, what you as a business need to be aware of and what is ‘in’ right now and in the longer term. Hear about the 10 most important consumer trends and be equipped for the future.

Retail and etail

In many ways, retail trade has become an unforgiving and demanding discipline. Demographic and geographic shifts, the new economy, matter-of-fact consumers, numerous sales channels, liberal legislation and technological developments have all had a radical effect on retail trade. Consumers are ruthless in their choice and appraisal of a store, and are not afraid to share their experiences and opinions on the internet. Learn how changes in consumer behaviour and strict demands have altered the rules of the game for retail trade.

The many trends that characterise the retail trade can be compiled into three megatrends:
1. Curating; 2. Cross channel; and 3. Digital integration. These three trends are not necessarily mutually exclusive, but trying to accommodate all three at once can be a real handful. Target group, concept and competencies determine which of these it is worth focusing on. Hear more about the three trends and see examples of how they are executed within the different sectors and in different degrees of innovation. Even the most extreme examples can be instructive.

An important parameter in terms of meeting consumer demand is having both online and offline presence – and not least ensuring that online and offline are consistent – also referred to as cross channel. Consumers are channel-indifferent and expect the same product range, price and level of service in all channels. Each channel has its strengths and weaknesses – and the strengths must be made even stronger in the future. Those stores that choose to operate across the various channels can look forward to an exciting period. New opportunities will open up, and things will be a lot more interesting than has been the case during the last 30 years, which were characterised by centralisation, shopping centres and monotony.

The internet has changed the way in which we do our shopping – and within a very short space of time. Consumers love freedom of choice: there is nothing better than being able to shop all over the world whenever you want; to have access to greater choice and better prices; to be able to shop from the comfort of your home and have the goods delivered to your door. This does not mean that physical stores will disappear, however. There is still a great need for service, knowledge, inspiration and experiences. And as 90 percent of all purchasing decisions are not rational, in all likelihood the physical store will survive. However, there is a need to rethink the position and setup of sales channels – and quickly. There is no room for mediocrity and poorly thought-through concepts; consumers are much too impatient and demanding in terms of their choices.

Trends - the basics

For most people, trends are an obscure and unruly concept – primarily because trends cannot be quantified or documented. But there is method in the madness; knowledge of trends can ensure that you launch the right product at the right time with the right communication and in the right packaging. Learn about the differences between gigatrends, megatrends, microtrends and one-hit wonders. Get a box of tools that enable you to spot trends, classify them and react in time.

We live in a world which continues to develop and which becomes more complex by the day. Taking an overall perspective, there are a number of megatrends that drive us forward and which influence everything in our lives: all the way from where and how we live to how we work, share knowledge and interact with each other. Some of these trends are inevitable – such as urbanisation, and in this case it is basically a question of reaction and adaptation in time. Other trends are more open to influence on our part and changes to the process, such as how we cope with life, technology, stress, etc. Get a picture of the biggest trends as we head towards 2020, and learn to distinguish between hard and soft megatrends.

What is a trend? How does it develop? How does a trend forecaster work? Extrapolations, forecasts and scenarios – what is the difference? How do trend forecasters move forward from these elements of the trend process and how is each aspect exploited in your business? How do you and your business get the greatest possible value from trend forecasting? These questions are addressed in a lecture that looks beyond the work of a trend forecaster, defines trend types and trend development graphs, reviews the phases in trend forecasting and gives a unique insight into methods, processes and tools.

The time is ripe to rediscover the value of inspiring and unique trend material in the creative process. The analogue working process is important and cannot be completely replaced by the digital process. For 40 years, pej gruppen has been an agent for the best and most inspiring international trend materials and has published unique materials throughout this entire period. Knowledge of what the different trend houses have to offer, how you interpret and use their material and get the most out of it are important. We provide concrete guidance as to how you can work with physical trend products as a supplement to digital solutions. Whether it is in your design process, in branding or in terms of sales, you and your colleagues now have the chance to get a new perspective on how to tackle your processes.

Food trends

A lecture on the most important food and consumer trends with commercial weight and relevance for all areas of the food industry. Hear about the most relevant megatrends and microtrends in the short term and about those trends that will shape the future. All trends are presented with underlying themes, storytelling and lots of examples that can be used for further inspiration.

The multifunctional kitchen, which can provide the setting at the end of a hectic working day where simplicity and speed are of the essence, as well as relaxed weekends with a focus on taking your time and exercising care, is developing all the time. Times change and despite the great prevalence of the streamlined white kitchen bereft of handles or knobs, new aspects of design, expression, material and function are all on the way. Kitchen design often takes its inspiration from the most attractive and most inspiring restaurants – hear all about the biggest restaurant trends, which range all the way from amazing luxury experiences to mobile interaction.

Consumer behaviour

Constructive optimism lies ahead, but this does not automatically mean that classic boom sectors and physical retail trade will once again enjoy the benefits of the huge volume of funds that have been saved up. The home is the obvious consumer universe, but here a shift is currently underway in terms of which rooms of the house are being invested in, as well as the fact that the experience, leisure and health industries look like being sure-fire winners in the future. The question is therefore what will happen to the sectors that have traditionally enjoyed the power of fascination and consumer spending: design, fashion and interior? Can they regain their number one status, or have technology and smart gadgets gained a strong foothold in the market.

The unruly nature of zeitgeist dictates more than just the values and attitudes that prevail at any given time. It comes to the fore through political dialogue, through the topic of conversation at the workplace, at the dinner table at home and in the things that consume our everyday lives. Through an understanding of the time in which we are living, it is easier to define a strategic direction for your business and to adjust communication and products accordingly.

We see a more constructive and optimistic spirit of the time ahead of us, whereby it will once again be possible to develop and sell new and exciting products and services. But what does the consumer want exactly? What will be the luxury of the future? And how can products and services be sold to a consumer that basically lacks for nothing? A key concept is loss values, which reflect that which we are most afraid to lose or feel that we have lost control of. As a point of departure, loss values are intangible, but can also manifest themselves as tangible products.

The freedom of modern life and the many choices available to us lead to a shortage of time. Working life and leisure time become fused together. They become elastic, no longer being able to be measured and leave no capacity for ‘personal time’. How do we cope with this? And how should solutions or products that provide answers to this challenge – either directly or indirectly – be tailored? Hear about products and services for the optimisation and streamlining of time – as well as the opposite: products and services that make time stand still.

We live in a world in which everything moves along at great pace, where your diary is fully booked 24/7, and you therefore wish there were 30 hours in a day. The demands from the world around you and indeed from you yourself are always on the increase, and therefore many of us turn to technology that in many ways can make everything more straightforward. Unfortunately, the opposite effect can also be seen: when the use of digital devices spirals out of control and simply creates even more noise. All of this has resulted in a greater need for peace and quiet on the part of consumers. They need to pull the plug – they need a digital detox. What the term ¬digital detox covers, how it affects consumers and the way in which they live, and how businesses can profit from this trend will all be answered in this lecture.

A tour de force of the modern consumer: complex, uncompromising and demanding. What drives the modern consumer? What will the consumer spend time and money on right now and in the near future? How do you cope with a consumer who wants it all, who optimises their own economy and their own life, who flits between different identities, who refuses to accept poor service or mediocre choices, and who loves solidarity as long as they feel the benefits for themselves?

Highlights from pej gruppen’s 360-degree analysis of the future. We cover every aspect – all the way from macroeconomics, through zeitgeist, society and demography to design, consumption, marketing and more. You will be equipped to face the future with a lecture which describes the present and immediate future and which ensures that you hit the spot with respect to products, services and communication.

Design, fashion and interior

Be guided through one or more seasons within lifestyle, fashion and interior – or just one of these sectors. Regardless of where you are in the process, we are at your disposal with knowledge concerning colours, shapes and consumer mentality two years into the future. We provide the overall description of the season and trend themes featuring colours, colour combinations, materials, print, etc. The presentation is spiced with film and references to designers, musicians, stores and other inspirational material that you can use in your work. The foundation is provided by pej gruppen’s own trend materials for the season and can be based on the season 6, 12 or 18 months from now.

The expression, functions and applications of the home are constantly changing in order to reflect the needs of consumers – and in particular in line with demographic, urban and technological development. One of the most important future changes in the home is the need for elasticity, which should be understood here as the potential for the home to change character and function on an ongoing basis. Technology paves the way for this tendency, but solution-oriented design, which provides space for mobility, elasticity and multi-functionality, will become a key aspect in the future.

I alle brancher spiller bæredygtigheden efterhånden en rolle. Det kan være i materialevalg, produktion, butiksindretning eller i kommunikation. Men hvad er det for en størrelse, og er det kommet for at blive? Er bæredygtighed en reel indsats eller blot et smart pr-stunt? Vi kaster lys over bæredygtighedens mange facetter og gør et ellers meget luftigt begreb meget konkret og anvendeligt.

Do you need a wide-ranging and varied insight into what is going on in the creative field? It is rarely enough to look exclusively at your own line of business to find inspiration for collection development, concept renewal, marketing campaigns, lookbook, etc. Input is often required from completely different areas that can kick-start creative ideas in different ways. Hear about who you need to keep an eye on right now. Who are the hottest designers and musicians? Which retail stores are breaking new ground? And which exhibitions are addressing themes that are highly relevant in the context of the spirit of the time? A lecture in which you get tangible and more abstract inspiration adapted to work with design, fashion and interior.

Skil dig ud. Forbliv relevant. Vær eksplicit! Ellers kan det være svært for et brand og dets produkter at overleve i en branche af overflod. Verden er blevet mindre, og konkurrencen større. Det er den rene dødsdom, hvis man nøjes med at træde vande, for det gør forbrugerne absolut ikke. De vil have konstant forandring og fornyelse. Det er ikke tilstrækkeligt blot at holde sig i overfladen for ikke at drukne i mængden af designoverflod. Der skal større svømmetag til; avantgarden og rebellerne skal på banen, for det er blandt dem, man bedst finder ny inspiration. Dette foredrag er sprængfyldt med ideer og inspiration, der kan sætte skub i fremtidig produkt- og konceptudvikling. Hvilke designere skal man holde øje med – hvem er rebellerne, der tør bryde grænserne, og som kommer til at præge morgendagens form-, farve- og materialevalg?


Fremtidsforsker Louise Byg Kongsholm

Louise Byg Kongsholm

Louise, the owner and CEO of pej gruppen, is a respected keynote speaker, trend researcher, editor-in-chief, consultant, and board member.

She holds an MSc in Economics with a focus on strategy and management and is an acclaimed expert in consumer behaviour, retail and e-tail, food trends, and trend research in general.

Renowned for her expertise on trends, Louise is often cited in the media and is a sought-after keynote speaker. She is the author of several books, including:

  • ‘Retail Mega Mag #2’ (2023)
  • ‘Retail Mega Mag #1’ (DK, 2022)
  • ‘From cradle to grave – lifestage consumption’ (DK, 2020)
  • ‘Total Ret@il’ (DK, 2018)
  • ‘Cross Channel 2’ (DK, 2016)
  • ‘Trend Sociology 2.0’ (ENG, 2016)
  • ‘Cross Channel’ (DK, 2014)
  • ‘17 life stage and consumption’ (DK, 2007)
  • ‘Trend Sociology’ (DK, 2005)

She is the editor-in-chief for zeitgeist magazines ‘TID & tendenser’ and trade magazines ‘365DESIGN’ and ‘TØJ – Fashion & Business Trends’, she writes for various external publications and frequently delivers lectures in Denmark and Norway.

Before joining pej gruppen in 2007, Louise was a strategic consultant at Lego. She took ownership of the company in 2011 and has been its sole proprietor since then

Jill Hawkins

Jill Hawkins

For over 15 years Jill has been researching people, making sense of our shifts in attitudes, needs, values and quirks. She’s worked for some of the world’s biggest brands, helping Nike, LEGO, Arla, IKEA and Diageo ensure their purpose, product and communication are relevant and adaptable for the future. Her experience spans categories including fashion, newspapers, wine, toys, chocolate milk, shoes, tampons, paint and even painkillers (you name it, she’s probably worked on it).

Jill’s value lies in her diverse skillset – she trained as a fashion designer and marketer, works with human insight and she’s a lecturer. But she is also a personal trainer, a group exercise instructor and studying to become a psychologist. Polymath? Maybe. Mad? Quite possibly. Curious, imaginative and inspiring future thinker? Definitely!

Jill runs her own business “The Future Thief” combining her expertise in zeitgeist and human behaviour with physical training and future skills. She guides and motivates individuals and businesses to become the strongest, most creative version of themselves, ready and adaptable for the future. Jill writes for pej gruppen’s publications and contributes to the seasonal trend panels. She is British, living in Denmark.

Luisa Elvira Traina

Luisa Elvira

Luisa is a creative consultant and teaches Trend Forecasting and Fashion Communication at the Scandinavian Academy of Fashion & Design in Copenhagen. She holds a Master’s in Fashion Communication from the London College of Fashion and has been working in trends and fashion on an international level for 20 years.

Luisa has worked as a trend forecaster in trend agencies such as WGSN, Stylesight, Fashion Snoops, and Stylus in London, Milan, and Copenhagen for over 10 years. There, she was responsible for trend reports for upcoming seasons, conducted research alongside other teams, covered fashion weeks, fairs, designer and retail interviews, and held specific trend workshops for the agencies’ clients. Luisa has collaborated with major brands such as Dolce & Gabbana, Versace, H&M, Gap, Barilla Pasta, Nokia, and more.

She has served as a design director at Esprit in Düsseldorf and at Vero Moda, as well as a creative director at Mini-A-ture. Later, she worked as a trend director at Bestseller, overseeing brands like Vero Moda, Mamalicious, Minimize, Noisy May, and Junarose.

Today, Luisa runs her own trend consultancy, LUISA ELVIRA, where she conducts trend workshops tailored to clients’ needs. The workshops cover a range of topics, including upcoming season’s macro trends, consumer trends, brand books, lookbooks, and more. The focus is also on new colors, fabrics, silhouettes, and mood board building in collaboration with designers for their collections. Additionally, strategic planning is done for large collections to ensure coherence in global fast fashion retail stores. Some of her clients include Zalando, Birger Christensen, Mads Nørgaard, Walt Disney, Mark Kenly Domino Tan, Paula Cademartori, Noisy May, Y.A.S, Only, Studio, Postyr, Name It, and WGSN, to name a few.

Luisa gives lectures and conducts workshops in both Danish and English.

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