Founded 2025 in Munich, about waves emerged from a belief that in today's world consumer brands and organizations require more than outstanding products to stand out from the crowd. It demands cultural relevance, strategic clarity, insights on market & consumer behavior and a strong leadership team.

Kirsten Patzki built her reputation based on her own strong operational expertise in consumer markets. She has successfully led companies through complex transformations, shifting from traditional to digital-first.

From heading strategy of the 4BN media company P7S1 Media SE and transforming a multi-million company as CEO to advising numerous consumer brands from startup to DAX client on future-readiness strategies.

Her approach is rooted on identifying early signals in changing consumer behavior, neuroscience and psychology.