CONSUMER BEHAVIOUR

Consumers are not simply spending less. They are becoming more precise about what deserves a place in their lives. In a period shaped by financial pressure, uncertainty, climate concern and information overload, people are not abandoning consumption. They are editing it. They are making quieter, sharper decisions about what stays, what gets delayed, what gets reduced and what continues to matter. This is the shift captured in Mintel’s The Connection Economy. British consumers

The brands we remember most are no longer defined only by what they sell. They are defined by the world they build around what they sell. Art, design, gastronomy, architecture and culture have become the language through which some brands express who they are. This is no coincidence. It’s a strategy. Integrating culture into marketing is not simply about sponsoring an exhibition or collaborating with an artist. It means understanding which cultural movements align with the br

A brand’s presence is not built in one moment. It is shaped through repeated, considered experiences that help people understand what the brand stands for and remember how it made them feel. For lifestyle brands, events are one of the most powerful ways to create those experiences. Not only because they generate awareness or content, but because they create something more lasting: brand equity, community, and a sense of connection that continues after the room empties. What b

More and more founders are choosing to become the face of what they build. That decision is powerful, and it changes everything about how a brand grows, scales, and survives. THE SHIFT There is a meaningful difference between a brand that happens to have a founder, and a founder who consciously decides to become the face of it. The latter is a strategic choice — one that fundamentally reshapes how consumers discover, trust, and buy from that brand. When a founder steps into t

A generation raised online is now paying — in real money — for the one thing the internet never delivered. We have spent fifteen years building the most connected infrastructure in human history. Every relationship, every experience, every moment of boredom — wired, streamed, and optimised. And yet, something quietly broke along the way. Generation Z — the first generation to grow up entirely inside the digital world — is the loneliest generation ever recorded. Not despite th

Storytelling has always been powerful, helping brands show who they are, what they do, and why they matter. But behavior shows something interesting: people don’t act just because they understand a story, they act because they feel it. This is where storyfeeling comes in: creating stories people don’t just read, but experience — stories that connect with emotions, reflect identity, and let them see themselves in the message. Liline Jacquemus — the very first Jacquemus Bran

A profound shift in Customer Behaviour is the rejection of the "static persona." In a landscape where consumers increasingly demand transparency, the "Recognition Fallacy" has become a liability. Fame is no longer a shortcut to trust; it is merely an invitation to be scrutinized. A strategic perspective for founders navigating the transparency economy. The Persona Is Losing Power For decades, celebrity branding relied on distance. Fame acted as a shortcut to trust. Visibilit

How Human Value Becomes the New Growth Engine. A strategic foresight report for brands navigating the next era of consumer behaviour. The world consumers inhabit in 2026 is defined by acceleration of technology, uncertainty, and cultural change. AI is no longer experimental; it is infrastructural. Economic volatility is reshaping what people value. Geopolitical tension is reframing trust, identity, and belonging. Against this backdrop, consumers are not simply adapting, they