The Human Code | A Brand Genetics Newsletter The Human Code Issue 3 // Decoding the DNA of the FIFA World Cup

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 ...

2nd June 2026   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read

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   |   3 minute read