Generational shifts
Each generation brings a distinct perspective, shaped by the world they grew up in, the politics and policies that impact them and society, the technology they embrace, and the values they champion. Boomers, Gen X, Millennials, GenZ and GenA: understanding what impacts them isn’t just about demographics, it’s about cultural fluency. Brands that succeed don’t just market to generations, they move with them, evolving as that eras culture does.
Technology
Technology is the engine propelling us into the future, reshaping how we live, work, connect and communicate. As this accelerates, brands must navigate digital, virtual and AI landscapes thoughtfully and in the right way and format for their audiences.
Channels
The media landscape is more fragmented and fast-moving than ever, with conversations shifting in real-time across media, platforms, subcultures, and IRL/URL spaces. Our approach is built on deep listening, strategic agility, and collaboration with those shaping the now and next. By staying hyper-connected to sub and emerging culture, digital ecosystems, and cultural voices, we ensure that brands don’t just react, but actively and credibly participate.
Sport
Sport transcends the confines of the pitch, field, street, court, or track; it's a universal language that unites communities and ignites fan passion. In today's world, athletes and sports enthusiasts are influential voices driving attention, social change and embodying resilience.
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Music
Music is the heartbeat of culture, a powerful force that shapes narratives, celebrates identities and fosters connections across boundaries. In an era where genres blend and artists increasingly use their platforms for social commentary, brands need to understand how to be a credible partner and ensure they add value in an authentic way.
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Beauty
Beauty is no longer a monolith. It’s a kaleidoscope of identities, self-expression, and cultural storytelling. Traditional standards have been dismantled, making way for a fluid and inclusive landscape. New generations are not just consumers, they’re redefining beauty on their own terms while holding brands to a new non-negotiable standard.
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Sneakers & streetwear
Sneakers and streetwear are inseparable forces driving global cross culture. Rooted in sport and the street, this culture has evolved into a powerful form of innovation, self-expression and community connection. The brands that lead in this space understand the codes, respect the community, and push boundaries with purpose.
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Fashion
Fashion is a mirror reflecting societal shifts, a lens through which individuality and collective identities are expressed. Brands are being challenged to innovate responsibly, balancing style with purpose to meet the evolving expectations of conscious consumers.
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Lifestyle
Lifestyle encompasses the choices and habits that define how we live and perceive the world. Brands and products that enrich these daily experiences resonate profoundly with audiences.
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Food & Drink
Breaking bread is integral to cultural identity, storytelling, and community building. Drinks culture is more than just what’s in the glass, it's about ritual and connection. From food trucks to Michelin star restaurants, cocktails to no-and-low alcohol movements, the industry is evolving. These spaces are cultural hubs where music, fashion, and social movements converge.
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Luxury
We believe that luxury is not in a ‘category’, so brands should not have to ‘compete on price’ with each other here. In an age where consumers seek deeper meaning, luxury brands that emphasise their craft, heritage and personalised one-off experiences resonate with discerning audiences.
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Inclusivity
Inclusivity is the foundation of a just and vibrant society, ensuring diverse voices and perspectives are represented and valued. Brands that champion inclusivity as a core value contribute to meaningful societal progress, foster genuine connections with all communities and drives business growth.
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