Let’s say the quiet part out loud. Most companies have a shockingly weak understanding of their ideal customers. Not vague.…
Consumer Insights
Brand-building is an infinite game. Advantage is hard to come by. At least the sustainable kind. First you work hard…
Are you ready to look at how culture and values are changing for 2026 and beyond? I thought so.Here’s the…
In BriefThe U.S. bottled water market is now valued at $47.4 billion and projected to reach $66.4 billion by 2030.…
Marketers have been chasing youth like it’s the only currency left. Gen Z gets the hype, the headlines, and most…
How Boomers Became the Bank of Everything In Brief They were the first debt generation.Now they’re the last dependable balance…
In Brief For Boomers, the new luxury isn’t longevity — it’s mobility, clarity, and control.They’ve redefined aging as a competitive…
Why the Next Status Symbol Is Having Less, Living Slower, and Choosing Wisely In Brief For fifty years, progress meant…
Why “Sustainable” Is No Longer Enough In Brief Boomers built the consumer world — and now they’re rebuilding it to…
In a post-trust economy, credibility has become a competitive weapon.For Boomers — and increasingly every generation following — marketing theater…
In BriefShrinkflation isn’t new—but 2025 made it personal. As brands quietly reduce pack sizes or reformulate recipes to protect margins,…
Executive Summary Gen Z doesn’t care about your legacy, your logo, or your loyalty program. The signal: the most brand-savvy…
How a 100-Year Life Will Rewrite Business, Design, and Desire In Brief The 20th century promised a longer life.The 21st…
In Brief Flawless is out. Transparent is in.After a decade of filtered perfection and corporate performance, consumers now prize raw…
Gen Z already flipped the script on brand loyalty — ruthless in sniffing out inauthenticity, quick to cancel, fast to…
The nuclear family is splintering, and the extended family is back. Rising housing costs, caregiving demands, and cultural norms are…