Femke van Loon





+39 33 420 823 22

Femke is a natural initiator who loves to be involved in new adventures. She grew up in the Netherlands and at the age of 18 she decided to move to Italy. She co-created a café while studying Languages and Literature at the University of Rome. Her curiosity has taken her across the world both as a researcher and as an active tourist. Different cultures as well as different value systems and the different behavioral codes that come with them have always fascinated her, and getting to know them has given her a way of empathizing with people from all walks of life. Femke started her career at Censydiam as a qualitative researcher. In 2007, she co-founded Innate Motion. She is passionate about helping brands to be more relevant in people’s lives and taking a cultural leadership role. Ever since she was very young, Femke has loved to speak her mind, challenging the status quo and authority, and she often dreamt of changing the world. Today, she uses these qualities to contribute to cultural branding and visioning journeys in a refreshing way. She is keen on voicing her intuition, helping teams co-create, get inspired, and find a shared purposeful direction forward.

The female Hero of tomorrow accepts instincts and sensitivity as a powerful force. Strong and full of power when needed, but not shying away from character traits that could be seen as vulnerable. A female hero is not afraid to learn from past failures and defeats “enemies” not only with force, but also with empathy.

Prove value through brave and courageous actions
Make empathy the hero’s skill
Turning heroes into weak characters/psychologists