One morning, while listening to a Spotify playlist, I stumbled upon "Buka Semangat Baru," a song by Indonesian artists. It had always been...
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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...
Love looks different in Asia now, and so should Valentine’s messaging
The last few decades have seen a fundamental demographic shift across Asia Pacific and China. By 2019, APAC had the highest absolute number of...
From faux-gras to faux-mage: how plant-based brands are putting a twist on French food traditions
"Like wine, steak is, in France, a basic element, nationalized even more than socialized; it figures in all the settings of food life." Roland...
Performance vs. branding? You’re asking the wrong question
In today's fast-paced market, performance marketing beckons like a siren—promising instant results and quick returns. Many businesses, especially...
Changing face of beauty and body image in the age of Ozempic
Beauty and fashion change with the tides. They are inevitably linked, with fashion representing an extension of beauty, and beauty forming the base...
