Perspectives
We are a curious and eclectic group and our clients rely on us to share different viewpoints.
Publications
Pulse
Webinars
Conferences
Resources
Micro Ingredients, Macro Expectations
From DIY rituals to ingredient-led science, a generation is rewriting the beauty playbook - and brands must keep up. My younger brother, an...
Active Belonging: How Brands Win When Consumers Step Into the Story
Representation in marketing is about resonance, how people see themselves reflected, and how they feel when their lives are mirrored in something...
The anti-algorithm movement: Authenticity as our new imperative
In an era where our lives are increasingly curated by invisible algorithms, a cultural countermovement is gaining momentum. Across platforms and...
Gen Z: The new conservative
We know the world has changed. The world Gen Z was born into has not remained the same. At first, technology was booming, and society was learning...
The Power of Sound: Why Music Remains a Timeless Branding Tool
One morning, while listening to a Spotify playlist, I stumbled upon "Buka Semangat Baru," a song by Indonesian artists. It had always been...
From dreams to solutions: The new purpose of brands
For decades, brands have operated under a singular belief: consumer behaviour can be shaped, nudged, and even dictated through carefully...
Beyond the Individual: Unlocking The Power of Community Ethnography
From academia to action: bridging traditional ethnography and consumer insights Trained academically in social anthropology, I thought I understood...
Beyond the Exotic Aisle: The Evolution of Ethnic Foods
Ethnic food moves past monolithic with a new wave of seasonings, spices and condiments that are as big in personality as in taste In the...
The Screen Trap: How Technology Connects and Confines Us
Screens bring us together. Our brightly glowing desk or pocket boxes are our teachers, translators, and front-row seats to every gig, premiere, and...
Why more brands are finally ditching the perfect-family trope
The theme of home and family in brand communication is often conveyed in a heartwarming tone. A common portrayal features a “complete” family...
Influencer Marketing Evolves: From Endorsements to Authenticity and Live Experiences
Marketing through influence has always been about forging aspirational connections. From the Spice Girls and the demigods of 90s cinema to...
Is Gen Alpha growing up too quickly or is their idea of play just evolving?
Generation Alpha represents the newest demographic group, comprising individuals born approximately between 2010 and the present. The oldest members...
