HUMAN INNOVATION FOR FUTURE CULTURES We aim to shape consumer culture and reinvent businesses for the better. With a brighter future for humans and businesses in mind, we take every opportunity to carry out meaningful innovation.PracticesHow does STURM und DRANG work?We innovate and transform cultureProjectsWhat do we do for our clients?We explore cultural trends and phenomena and generate human-centric insights. These act as a building block of future branding experiences, which we create and develop in close collaboration with our clients.PeopleWho is STURM und DRANG?We are a collaborative network of strategists, experts and lead usersInnovation InsightsTrendletterFuture of Mobility: of Time and TrafficWith time being our most valuable good, how can autonomous driving revolutionize time consuming commuting? As fascinating concepts are developing around the world we take up the question: where is mobility headed in a system so deeply linked to cars. How does the equation change if we alter the most important variable?Sign of the TimesThe Black HoodieThe noble hoodie: an icon of youth and street culture that is likewise now emblematic of Silicon Valley. It is popular as both workwear and sportswear, protecting against cold and wind. But since the rioting at the G20 summit in Hamburg, the garment’s image has become problematic in Germany, especially in the color black. Our semiotic analysis shows: It's all about context.TrendletterRetail 2018: The Tensions Between Online & OfflineGoogle opens its first "Experience Store", Amazon enters the brick-and mortar bookstore and grocery business while German discount supermarket chains Aldi and Lidl successfully ignore digitalization. Is this the backlash of the analog? Or are online and offline rather two sides of the same coin? Our new Trendletter Retail shows how retailers combine the best of both worlds.Food Culture“Algae Could Feed Earth Sustainably”Food startup and artist collective Nonfood just launched the prototype of a new kind of nutrition bar: it’s dark green with a “raw, leafy flavor, floral, citrus, nutty and toasted nuances”. Its primary ingredient is algae. By redefining what’s food and what’s not, Nonfood tries to start a sustainable food revolution—and a debate around the aesthetic experience of food.Social Media Analysis5 Ideas for the Car of the FutureIt won’t be long until cars are driving themselves. But what happens to the enjoyable driving experience—the steering, shifting and cruising that give a feeling of being in control of one’s life? Conducting research on Instagram into what driving enjoyment means today, Visual Culture scientist Simon Bieling has developed five predictions about what the future of the car will look like.Inside SuDNewsBehind the STURM und DRANG curtain: Talks, press clippings, insights into our day-to-day work and the topics that occupy our minds.CasesWelthungerhilfeHow is it possible for an aid organization to develop new ideas and business models for fighting hunger within a single week? Simultaneously creating a new culture of innovation?Work CultureStartups: The Revolutionaries of our Time?Talented young individuals who used to gravitate toward Wall Street are today found gathered in improvised offices with stacked-up bamboo cups. On the last leg of our research expedition through Berlin’s startup jungle, Hans Rusinek observed surprising parallels between the entrepreneurial scene and Germany’s countercultural movement of 1968.SuD MagazineFuture CultureIn reports, photo stories, interviews, semiotic and cultural analyses we feature the trends and phenomena of today and tomorrow.