New Citizen Design

Jan Willen de Laive

Museumpark 25
3015 CB Rotterdam


010 843 6843


We define the new citizen as a metropolitan person, internationally oriented, more often educated but not of a specific social class or generation. The new citizen is self-confident and has great trust in the future, you can see this in our New Citizen Design products.

He is curious for what’s new and agile to change. It may not surprise you that the new citizen is an early adopter or belongs to the early majority of innovation followers. New citizens have different expectations from life in that they expect ‘things to last as long as they last’. They do not design their life-path but take it more as it comes. New citizens enjoy contributing to a better society and a better world. Well-being to them is more important than prosperity.

New Citizen Design takes the new citizen as a starting point for the curation of New citizen design products in their portfolio. Our design thinking strategy consulting takes off from what drives and moves people; with a special focus on new citizens.