Trends Studies are a growing business and academic enterprise. They look to the complex dynamics and objects/phenomena that are changing the socio-cultural landscape. For this, they look to the past and the present to find patterns and cultural innovations capable of generating insights. They work together with a strategic cultural analysis. This management and analysis of cultural data provides a much needed compass for strategic development in areas like communication and branding in general. Our online “Trends and Culture Management Colloquium: new beginnings” will tackle these matters.