In the age of AI: Why more insights are not leading to better decisions
AI is transforming Consumer & Market Insights, but more data does not always mean better decisions. This article explores why cultural intelligence is now essential for turning AI insights into relevance, helping brands interpret weak signals, human behaviour, and emerging change in real-world context.
THE FUTURE OF HAIRCARE: How Science, Identity and Cultural Systems Are Reshaping the Category
Haircare is no longer just about shine. It is a cultural system shaped by science, identity and ritual. From scalp health to texture pride, brands now compete through routines, not products. This piece explores how global markets, from Japan to Brazil, are redefining haircare through wellness, clinical repair and cultural intelligence, and what it means for the future of beauty brands.
From cultural insight to brand strategy: How Multicultural Marketing shapes modern touchpoints
Multicultural marketing is no longer a niche strategy. In a world where the idea of a single “general market” no longer applies, brands must translate cultural insight into the way they design identities, campaigns and product experiences. This article explores how cultural intelligence moves from theory to practice and how brands can build communication systems that remain coherent globally while resonating authentically within diverse cultural communities.
Pets: From feeding and grooming to a new Culture of Care
Petcare is no longer just about feeding and grooming. It is evolving into a complex system of health, emotion and identity shaped by culture and context. From functional nutrition to connected care and grooming ecosystems, this article explores how petcare trends are redefining what it means to care and what brands must do to stay relevant.
From audience segments to cultural systems: Why Multicultural Marketing matters more than ever
For decades, brands built campaigns around the idea of a “general market.” That assumption no longer reflects reality. Today’s consumers move across overlapping cultural systems shaped by heritage, generation, passions and digital communities. For brands, multicultural marketing is no longer about reaching niche audiences but understanding how culture itself operates. Discover why cultural intelligence has become a strategic advantage and why the general market is fading.