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 InsightsHow does culture influence our notions of health?In sickness and healthHealth is one of the megatrends of our modern society. It shapes what we see as a good life, how we perceive ourselves and what we demand from the state, medicine and technology. Our idea of what we see as sick or healthy is deeply rooted in culture.Decoding human behaviour with ethnographic methods at STURM und DRANGDiscovering the unconsciousWithout consciously realizing it, we carry areas of tension within us that lead to a great difference between what we say, think - and how we ultimately act. Ethnographic approaches help us to understand these areas of tension and to develop appropriate "human strategies".Lead User Recruitment with Sturm und DrangA Beautiful Mind(set)At STURM and DRANG, perhaps each department would emphasize different aspects when it comes to which variable ultimately leads to the success of a project. But for our Collaboration Management team, it is clear: Our international network of experts and innovators as well as the precise recruitment of lead users and specialists is one of the central success factors.Trendletter FoodThe future on your plateIn our networked, globalized present, food is no longer just food. What we eat not only serves to satisfy our appetite - our behaviour in selecting and preparing a dish or drink is today more than ever a balancing of the most diverse factors.The Kitchen of the Future“As long as it doesn’t look like a f***ing spaceship”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.On the real ‘guiding cultures’ in GermanyThe New Promises of HappinessIf business is about making a bet about people's future behavior, then how can we best predict the ways in which people experience and behave? As cultural consumer researchers, we firmly believe that context must always be taken into account. For as contexts change, the attitudes and behavior of people change as well.SuD MagazineFuture CultureIn reports, photo stories, interviews, semiotic and cultural analyses we feature the trends and phenomena of today and tomorrow.