Sports Fan Motivations Stop Selling Joy: Decoding the Tension of the World Cup

The Elephant in the Room It’s summer and yet the global mood is undeniably heavy. Geopolitical instability and the relentless hum of a polycrisis have left us in a state of distress — the America...

21st May 2026   |   A Brand Genetics Newsletter

The Human Code | A Brand Genetics Newsletter The Human Code Issue 3 // Decoding the DNA of the Sovereign Single

Most business strategy relies on flawless logic, which is precisely why it fails in a real world governed by delightfully irrational human behaviour. Brand Genetics’ The Human Code is the antidote ...

6th May 2026   |   A Brand Genetics Newsletter

Thought Leadership

Decoding the DNA of the ‘Sovereign Single’

For decades, brands have treated singlehood as a waiting room; a transitional 'pre-family' phase defined largely by what a consumer lacks. The reality is entirely different. Driven by evolving social...

4th May 2026   |   A Brand Genetics Newsletter

The Human Code | A Brand Genetics Newsletter The Human Code Issue 2 // Decoding the DNA of the Value Paradox

Most business strategy relies on flawless logic, which is precisely why it fails in a real world governed by delightfully irrational human behaviour. Brand Genetics’ The Human Code is the antidote ...

7th April 2026   |   A Brand Genetics Newsletter

Winning in the post-appetite environment: GLP-1 Decoding GLP-1: A Brand Genetics & Patientric Webinar

True insight requires both the what and the why. For months, the market has speculated about the impact of GLP-1s, relying on anecdotal evidence and generalised trends. That changes now. We are mov...

2nd April 2026   |   A Brand Genetics Newsletter

Thought Leadership

The ROI of Sanity: Why the £8 chocolate bar is an emotional bargain

Welcome to the era of the split-personality shopper Right now, consumers are ruthlessly optimizing their grocery carts. They are pre-planning their aisles, trading down to standard private labels, an...

1st April 2026   |   A Brand Genetics Newsletter

The Human Code | A Brand Genetics Newsletter The Human Code Issue 1 // Decoding the DNA of the GLP-1 Revolution

Meet The Human Code, a new monthly newsletter from Brand Genetics. Most business strategy relies on flawless logic, which is precisely why it fails in a real world governed by delightfully irrational...

25th March 2026   |   A Brand Genetics Newsletter

Thought Leadership

The world is still built for pairs – single women are paying the hidden penalty

More women are choosing to build full, self-directed lives outside of traditional couplehood — and many are happier for it. Mintel reports that 61% of UK single women say they are happy being singl...

8th March 2026   |   A Brand Genetics Newsletter

DNA of Campaigns Decoding the DNA of Hinge’s ‘No Ordinary Love’: Swiping right to the power of real stories

People love love – or at least, we’re told we should. It’s everywhere: in our feeds, in our films, and inevitably in the questions from relatives (anyone looking forward to dinners with the exte...

9th December 2025   |   A Brand Genetics Newsletter

News

Season’s Greetings from Brand Genetics

We always do things a bit differently at Brand Genetics, including our Christmas cards We don't do boring, and we believe that strategy, like life, should have a bit of a spectacle and be a little mo...

9th December 2025   |   A Brand Genetics Newsletter

Winning in the post-appetite environment: GLP-1 The Post-Appetite Consumer: A Brand Genetics Briefing

How hungry brands can win in a new context   SIGN-UP HERE TODAY GLP-1s are not just a diet trend, they are a biological rewiring of your customer. The era of "volume-based growth" with thi...

21st November 2025   |   A Brand Genetics Newsletter

DNA of Campaigns Decoding the DNA of Pepsi Prebiotic Cola

Alert: commotion in the beverage aisle! Something’s brewing in the functional beverage category… PepsiCo has announced the launch of Pepsi Prebiotic Cola in early 2026. This follows its big acq...

4th November 2025   |   A Brand Genetics Newsletter