Who I am and what I do

Who I am

I’m Elina Sarén – a Finnish writer, communicator, and observer of cultural undercurrents. My background blends marketing, communication, future thinking and design. I’ve worked in creative agencies as a copywriter, led trend-focused insight work, and completed studies in Futures Studies at the University of Turku.

What drives me is curiosity: Why do people behave the way they do? How do values shift? Where is our culture headed? These questions guide everything I do.

What I do

I turn observations and weak signals into insights and insights into action.
In recent years, I’ve focused on:

  • Foresight and trend analysis: I founded and developed a Phenomena Team within a marketing agency, which identified and analyzed weak signals to support client work. Read more here.

  • Content design and communication: With a background in writing and strategic content creation, I specialize in making the complex understandable and compelling.

  • Multi-disciplinary thinking: I combine perspectives from sociology, design, and business, allowing me to connect dots across fields.

My approach

I’m not keen on buzzwords or surface-level trends. I dig deeper: What does a signal tell us about the future of work, cities, or human behavior? I believe foresight is most powerful when it’s made relevant – and when it supports real decisions.

Let’s connect

I’m based in Turku, Finland, and open to international employment opportunities – from insight-driven content to research and foresight collaboration.

If you’re looking for someone with sharp analytical thinking, creative communication skills, and a strong future-facing mindset, I’d love to hear from you.

Elina Sarén