BEING A YOUNG ARTIST
Jeroen was a successful artist in the collective ARTGROUP DNA in the 1980s, with exhibitions in Berlin, London and Los Angeles. Afterward, he pursued a profession in the creative industry and made a name for himself in the world of advertising in the Netherlands, Spain, Germany and India.
 
GROWING UP, A LIMINAL SPACE


Contrary to what the name seems to imply Jeroen experienced the creative industry not so creative. Unlike being an artist, agency work was creating within boundaries. Boundaries are set by the questions of clients. Yet many of the solutions Jeroen worked on were answers to the question behind the question asked. The interesting space between the boundaries of the applied creativity at agencies and the often suffocating freedom of a blank canvas, This tension attracted him.

BECOMING A FOUNDING FATHER

As a young father, he was inspired by how creating for the youngest was hard, harder than what everybody said and thought. Jeroen became the founding father of Target Group Marketing, one of the biggest innovations in the marketing/ advertising world at that time.

 

CREATING FOR YOUTH (AS A TARGET GROUP) 


In 1998 he was the founding father of the first youth marketing agency in Europe: Keesie. Keesie produced high-profile campaigns for example Mars, Postbank, SoaAids, Nivra nova , Doritos, Trimbos, Unilever, NS, ANWB and KWF.

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BESTSELLER AUTHOR ABOUT YOUTH (& GENERATIONS)
Based on all his experience, Jeroen Boschma wrote the bestseller book 'Generation Einstein' with Inez Groen, which won the marketing literature prize in 2007 and was subsequently published in Spain and India, amongst others. It is still used as standard literature at many international universities, even though in the eyes of Jeroen it is rather outdated; it was written in the time that Mark Zuckerberg at the age of 23, became the world's youngest self-made billionaire and Hyves was bigger in Holland. Yet, it remains the main thread throughout Jeroen his work that helps firmly believes in the enormous potential of involving youth in creating beautiful products, services, and world

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CREATING WITH YOUTH IN SENIOR POSITIONS (TO BE MORE FUTURE READY)
Jeroen works writes and talks not only for and about, but especially with young people. For example, in 2012 he set up the telecom provider *Bliep, with an Advisory Board consisting entirely of young people aged 15-18 years. *Bliep became the start-up of the year in 2013.

GIVE CREATIVE DIRECTION TO YOUTH (TO KEEP A FRESH PERSPECTIVE)
At the start of what we now know as a true pandemic Jeroen with his team of young creative top talents was asked to design, build and bring POST-IC to market. A digital diary to prevent PICS (PTSS) for patients in ICUs. It won the DUTCH HEALTH INNOVATION AWARD a year later. Jeroen loves to mentor young talent and especially to learn from their fresh perspective on things.

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GUIDED BY YOUTH  ( TO MAKE A MORE SUSTAINABLE WORLD)
With the pivotal year 2030 on the horizon, Jeroen picked up his research once more to share a new chapter in 'generational thinking. This new study on the so-called Quantum Generation will be announced in early 2023; New social events and emerging technologies will shape a new generation that fundamentally sees, thinks, and acts differently about anything and everything. 

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