Joerg Jelden is a senior trend analyst at Trendbuero – Consultancy for Social Change, in Hamburg and Beijing. At Trendbuero, Joerg advises companies like eBay, Deutsche Post, O2, OTTO or ECCO about the opportunities of social change. His main field of interest is centered around Network Economy: How will the rise of the internet change our society? How will consumer behavior change? How will we do business tomorrow? What will be new business models to answer the changes? Together with Prof. Peter Wippermann he produces the Trend Day. Every year in May 600 decision makers come together to discuss the most important topic with international acclaimed speakers like Muhammad Yunus, Richard Florida, Daniel Nissanoff, Howard Rheingold, Jimmy Wales etc. In cooperation with Interone Worldwide Joerg established InsightBench, a semantic research tool to analyse digitally published opinions and texts. He will present first results in January 2009. During his stay at Trendbuero´s Asia-Pacific office in Beijing Joerg examined The Future of Fake. He tried to find out, why fakes are so succesful, what they do differently and what brands can learn from the fake industry. The project will be published in early 2009.