An inspiring podcast on everything you need to know about color!
Our next podcast is with Ramy Elnagar on his holistic approach to human health to address our emotional, psychological, spiritual and physical wellbeing through what he calls “experience as medicine.” intentional design. Out March 31st!
S7E02 Beyond Trend Stuffification with Louise Byg Kongsholm
Louise Byg Kongsholm explains in this episode that companies must navigate "trend stuffification" by distinguishing between short-term noise and long-term strategic patterns that address fundamental human needs. She advocates for life stage segmentation over traditional demographics and warns that AI should be treated as a tool rather than a business strategy to protect the essential human "creative spark".
Louise Byg Kongsholm is CEO of pej gruppen – scandinavian trend institute, a company with more than 50 years of experience in decoding trends and making them actionable for Scandinavian companies.
She works as a trend researcher, author, speaker and advisor across Scandinavia. She is also editor-in-chief of three professional magazines and has written several books on topics such as trend sociology, the future of retail, life stage segmentation and creativity. She is known for translating complex societal and cultural shifts into clear strategic insight.
Her work centres on zeitgeist analysis, megatrends and consumer behaviour, with a strong focus on how uncertainty, values and cultural change shape markets and everyday decision-making. Rather than treating trends as isolated phenomena, she analyses patterns, signals and underlying drivers. From this perspective, colour is not a discipline in itself, but a visible expression of deeper cultural moods and collective states of mind.
Unleashing your Creative Self with Marta Aymerich
Such a joy to speak to my energetic friend Marta Aymerich who talks about how she unleashes creativity as a lifestyle coach using of course color. She will explain in detail the methodology she uses in innovation workshops with her clients but also how important enjoying the journey in creative processes truly is in a world where people and businesses are so focused on the end result. Marta unveils her life vision, the societal trends she sees and how happiness is a choice. She wakes up in the morning and draws her to-do lists in color, dresses in the color that best represents her emotions that very day. The biggest purpose in life she says, is to be you, to be yourself.
Marta Aymerich was born in Barcelona where she currently still lives and works. She is an open-minded graphic designer with multidisciplinary skills with more than 30 years of experience, she applies an holistic vision and a sustainable attitude to all her projects. Her inspiration and motivation comes from sharing her passion for art, colour, design and lifestyle, by helping her clients solve challenges in a creative yet practical approach.
Currently she is specialised in creativity and innovation processes as a creative coach.
“Excellent series about color. It’s a complex topic and Judith approaches it from a variety of angles with her guests. Always entertaining and insightful. I look forward to listening to each episode and learning something new about color and the visionaries in the color world.”
— Review Apple Podcast