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 InsightsUnderstanding and Leveraging Customer Decision-MakingBehavioral Economics – How Your Customers Make DecisionsThe relationship between man and business is complex. In the business world, rational decision-making and compelling argumentation are valued and the goal is to make numbers bigger and bigger. But there is more to human beings than the rational side. How can companies and brands benefit from consumer irrationality?Siegeszug im FarbregalNeuer Anstrich für eine altbekannte Marke: Alpina – bisher im Wandfarbenmarkt als weißer Riese mit starker Deckkraft bekannt – kann jetzt auch Farbe und Lifestyle. Wie die Marke als Pionier das neue „Masstige“-Segment für Farben besetzte, und was die STURM und DRANG-Methoden damit zu tun haben, berichtet Alpina-Geschäftsführer Martin Rösler im Interview.Peace, love, Wi-Fi and contemporary dating behaviorHow on earth did we end up here?The heterosexual mating game has changed a lot over time. Culture and technology have always been the main influences on relationships. Let’s take a look at why Millenials struggle with love and commitment.Future of WorkThe new search for purposeTrendletterFuture 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?Inside SuDNewsBehind the STURM und DRANG curtain: Talks, press clippings, insights into our day-to-day work and the topics that occupy our minds.CasesAlpina – expanding into colorA new coat of paint for a well-known brand: Alpina – heretofore known in the interior paint market as the white giant for wall covering – is suddenly showing its colors now and moving into the lifestyle segment. In an interview, Alpina executive Martin Rösler talks about what led up to this move and what the methods employed by Sturm und Drang had to do with it.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.SuD MagazineFuture CultureIn reports, photo stories, interviews, semiotic and cultural analyses we feature the trends and phenomena of today and tomorrow.