In a world of fragmented markets and evolving consumer expectations, translating a brand’s essence across borders demands more than surface-level adaptation. It requires a sharp, strategic lens and an ability to predict cultural shifts—qualities that Ariane van de Ven, a seasoned trend strategist, embodies effortlessly.

I first met Ariane when we were both at Telefonica in their Innovation team, where she created the company’s first Future Insights department, an initiative that integrated trend foresight with UX, new product development, and computer science. I have since hired her expertise at Red Bull, witnessing firsthand how she not only crafts compelling brand narratives but also defines products that resonate globally. So, I was excited to catch up with her to unpack what it truly means to create a brand and product strategy that stays authentic while adapting to diverse cultural contexts.

The Art of Anticipating Tomorrow

“I don’t deliver universal truths,” Ariane starts with characteristic clarity, “but I offer meaningful perspectives, adapted to each client.”

Her role is as much about intuition as it is about research. Drawing from macro-level trends—like aging populations or societal fragmentation—Ariane distills actionable insights tailored to industries as diverse as luxury, beauty and automotive innovation. Her work is not about following fads but about preparing brands for a future shaped by societal shifts.

“Take the concept of gated communities,” she explains. “It’s not just a housing trend; it’s a reflection of societal insecurity and fragmentation. For some brands, this trend is irrelevant. For others, it’s pivotal. My job is to connect these dots.”

Why Trends Need a Human Touch

Despite the buzz around AI and data, Ariane emphasizes the human element in her process. “I travel alone. I talk to taxi drivers, hotel staff, restaurant owners and draw on my network of local creative talents,” she shares. These micro-conversations often reveal nuances that big data misses.

Her unique perspective stems, in part, from her art history background, which she credits with shaping her ability to observe and interpret the world. “Studying art history teaches you how to interpret what you see,” Ariane reflects. “It’s about understanding the context, the story, and the emotions behind a piece.” This analytical framework influences how she dissects cultural nuances, enabling her to uncover insights that resonate deeply.

Her method combines desk research with these observations and validations from experts in niche fields—urban planners, sociologists, or even creative communities. This bespoke approach ensures that brands receive not just trends, but insights with implications relevant to their identity and market.

One example? A workshop she designed for Puig, a Spanish luxury fragrance group, that bridged the gap between their headquarters and the Latin American market. “We brought in experts from fashion, art, fragrance, retail and design to showcase regional uniqueness,” she says. “It transformed how Puig thought about localization, leading to collaborations that were authentic, not tokenistic.”

Tackling Brand Distinctiveness

One of Ariane’s core missions is helping brands rediscover their distinctiveness in an increasingly homogenous world. “Most brands claim values that aren’t credible,” she says bluntly. Her approach involves holding up a mirror: comparing brands not just to their direct competitors but to adjacent industries that set the bar higher.

“I often tell clients, ‘You can’t be everything.’ Instead, I guide them toward owning a niche that aligns with their authentic identity.”

For example, while many luxury brands focus on opulence, Ariane encourages a shift toward narratives that emphasize fantasy and emotion. “True luxury isn’t predictable,” she asserts. “It’s about creating moments of wonder that resonate deeply.”

Marketers, Step Outside the Box

Ariane is candid about the challenges she observes in today’s marketing landscape. “Too often, marketing teams are disconnected from the very products they’re promoting. They focus on tactics, not storytelling,” she laments. Her advice? Build stronger bridges between marketing, R&D, and creative teams.

“It’s about more than campaigns; it’s about understanding the soul of the product, and the intention behind it” she says. By facilitating cross-functional workshops and introducing teams to out-of-the-box inspirations—such as art installations, innovations or cultural movements—Ariane fosters collaboration that drives innovation.

Closing the Gap Between Brands and Audiences

When asked how marketers can improve, Ariane highlights a lack of genuine engagement with their audiences. “Stop obsessing over influencers and start engaging with real creators and existing credible communities ” she says. “Whether it’s a chef who embodies your brand’s values or a gerontologist offering insights on aging consumers, connect with experts who live and breathe the world your brand authentically touches.”

Her final piece of advice? Infuse more fantasy into your storytelling. “Marketing needs to surprise, delight, and inspire,” Ariane concludes. “Fantasy is what sets memorable brands apart.”

In Short…

For senior leaders navigating global markets, Ariane’s guidance is straightforward: immerse yourself. “Go to the markets - see how people live, work and shop, meet creatives, and understand the cultural context firsthand,” she advises. It’s a practice that not only builds empathy but also strengthens a brand’s ability to adapt authentically.

In a world where trends can overwhelm, Ariane Van de Ven proves that meaningful strategy starts with asking the right questions—and listening deeply for the answers.