22nd European Trend Day
25 March 2026
Reclaiming focus: How to stand out in a world of constant noise
Reclaiming focus: How to stand out in a world of constant noiseIntelligent systems are increasingly intruding into our everyday lives. Most of the time they go unnoticed, but they have a huge impact. They determine what we see, influence what we think about and manipulate our decisions. In the midst of the flood of digital services, the countless number of feeds and an ever-increasing volume of AI-generated content, many people lose their focus. Companies themselves fuel the flood of information and at the same time suffer from its impact, as messages get lost in the noise. Furthermore, democratic societies are struggling for control over the channels in which opinions are formed today. Attention becomes a scarce resource and distraction a constant companion.
On the 22nd European Trend Day, we will present the skills that people need to distinguish truth from falsehood and separate clarity from manipulation. At the same time, we will demonstrate how companies can stand out from the flood of information using content relevant to their target groups and achieve an impact instead of generating noise.
- How do we create authentic experiences in a world of artificial content?
- How can communication and marketing teams transform themselves when they themselves are co-creators of the flood of information?
- How can companies and institutions retain their ability to act when platforms and algorithms determine their visibility and the decisions being made?
- How can we create digital trust that maintains social expectations and values?
The leading trend conference will address these questions. "Reclaiming focus" means quality, trust and relevance instead of greater output and screen time. Based on the latest scientific findings, best practices and trends from innovative start-ups, we reveal concrete approaches to recapture attention as a competitive advantage. We provide strategies for decision-makers from a wide range of sectors such as marketing, media, retail, innovation and politics.
The European Trend Day will be held in German and English (with simultaneous translation).
Hashtag: #etd26
Speakers
The list of speakers will be updated continuously.
Cory Doctorow is an internationally renowned science fiction author, tech activist and journalist. In his latest nonfiction book “Enshittification: Why Everything Suddenly Got Worse and What to Do About It", he critically examines the power of digital platforms. Doctorow also wrote the novels “Walkaway” and “The Bezzle”, as well as the bestselling “Little Brother" series. In 2020, he was inducted into the Canadian Science Fiction and Fantasy Hall of Fame.
Moderation
The versatile and popular presenter Tama Vakeesan is known to audiences from various Swiss television and radio programmes. She currently presents the health programme ‘Puls’. Previously, she was present with her YouTube channel ‘Tama Gotcha!’, for which she was honoured with the prestigious European media award Civis in 2018. She began her television career in 2013 on the youth channel Joiz.
Programme
The programme will be updated continuously.
08.30
Welcome Coffee
09.00
Welcome
Jennifer Somm, CEO a.i., Gottlieb Duttweiler Institute
Tama Vakeesan, Moderator
Keynotes
10.35
Break
11.10
Keynotes
12.30
Lunch
14.00
Keynotes
15.30
Break
16.00
Keynotes
17.00
Networking Apéro
Date
25 March 2026
Venue
GDI Gottlieb Duttweiler Institute
Langhaldenstrasse 21
8803 Rüschlikon, Switzerland

Languages
German and English, with simultaneous interpretation.
Programme changes
The programme is subject to change. Should an event not take place, the participation fee will be refunded. Further claims are ruled out.
Cancellation
If you are unable to attend, please cancel your registration in writing. The participation fee will be refunded up to 30 days before the event. After that and up to five full working days before the event, we will charge 75%, and for cancellations after that we will charge the full amount. A substitute participant is always welcome.
Hotel reservation
We have an allotment of rooms in the following hotels. Please mention the code ETD2026 when booking your room.
Hotel Sedartis, Thalwil: info@sedartis.ch
Hotel Belvoir, Rüschlikon: info@hotel-belvoir.ch
Abreise
From Zurich Airport
A taxi will take you to the GDI and the partner hotels in around 45 minutes at around CHF 100, depending on traffic. The S-Bahn will take you quickly and conveniently to Zurich and Thalwil station.
From Thalwil train station
A free shuttle bus is available for transfers between Thalwil train station / Hotel Sedartis and the GDI. It waits on the lake side of the station. A member of staff will welcome you on the spot.
Thalwil station – GDI: 08.00 – 08.45, every 15 minutes
GDI – Thalwil station: 17.00 – 18.45, every 15 minutes
The Hotel Belvoir is within walking distance of the GDI.
Parking
The parking deck is located a five-minute walk from the GDI at Zürcherstrasse 4, 8803 Rüschlikon. You can obtain a free exit ticket at the GDI.
Image and video recording
Please note that images and video recordings will be made during the event, and may be published permanently on the Internet after the event. You consent with this procedure by participating in the event.
About the European Trend Day
The European Trend Day is a conference on digitalisation and society. With a changing focus topic, technological innovations and their impact on the economy and society are discussed. The speakers explore new possibilities of what is still unthinkable and unimaginable today. Participants include managers, entrepreneurs, academics and journalists from quality media.
Participants
Executes
Speakers
Funktionsstufe: 38 % der Teilnehmenden sind CEOs oder VRs.
50% sind Senior Management oder höher.
Functional level: 38% of participants are CEOs or board members. 50% are senior management or higher.









The European Trend Day was fascinating from start to finish — the program was diverse, and the high-caliber speakers were truly inspiring.
A fireworks display of fresh ideas — attending the Trend Day definitely broadened my horizons.
The Trend Day is always a highlight of the year for me and firmly marked in my calendar. I attend with great anticipation — and every time, I return with fresh impulses and new inspiration.
Once again, I’m returning home inspired and enriched with thoughts, ideas, and knowledge from a perfectly organized GDI event. The concentrated dose of insights, delivered by top-tier speakers, has impressed and inspired me once more in 2025.
Location
GDI Gottlieb Duttweiler Institute
8803 Rüschlikon
Switzerland

