Decoding GLP-1: A Brand Genetics & Patientric Webinar
This article is part of our series on Winning in the post-appetite environment: GLP-1. You can view the full series or download the report.
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 moving past the early days of GLP-1 speculation. The initial shockwave—the sudden drop in appetite—has happened. Now, we are entering the second phase of the GLP-1 consumer journey: Reinvention Mode.
Brand Genetics and Patientric are hosting a first-of-its-kind webinar (sign-up here) that merges hard, proprietary pharmacy tracking data with elite motivational psychology. We’re moving beyond the hype to show you exactly how the convergence of biology and behaviour is reshaping the consumer landscape.
Patients are no longer just shedding weight; they are shedding old identities and adopting new ones. Their goals are shifting from the scales to entirely new aspirations, fundamentally impacting their choices in fashion, beauty, fitness, and beyond.
But understanding how and why this happens requires more than just listening to what consumers say. It requires looking at what they actually do, and decoding the motives driving them.
What You Will Learn
Join us for an exclusive briefing where we will unpack the real-world behaviours of the GLP-1 consumer across 5 “killer insight” territories. Moving beyond the hype, we will cover:
- Shattering the Income Myth: The assumption that GLP-1 is a premium niche is dead. We’ll reveal how the deep psychological drive to silence “food noise” is pushing lower-income demographics to sacrifice other essentials, and why brands must stop treating this as a luxury behavior.
- The Care Gap & The Side-Effect Minefield: Side effects are the number one reason patients quit. We explore the anxiety surrounding muscle loss and “Ozempic face,” and the massive white-space opportunity for “Companion Brands” and “Transformation Kits” to formulate for tolerance and symptom-management, rather than just taste.
- The “Dopamine Domino” Effect: GLP-1s don’t just dull the appetite; they dull the brain’s reward circuits. We’ll look at the “collateral benefits” causing users to lose their taste for alcohol, smoking, and compulsive shopping, marking a fundamental shift from habitual to intentional consumption.
- Reinvention Mode & The Micro-Dosing Movement: Patients aren’t just aiming for maximum weight loss; they are optimizing for quality of life. We’ll uncover how users are micro-dosing to keep their Friday night dinners, and how their goals are evolving from purely metric targets (e.g., losing 10kg) to identity-driven lifestyle shifts – creating new allies in fashion, beauty, and fitness.
- The Holiday Pause: Uncovering the profound social friction of appetite suppression. We’ll use hard data to reveal the “Christmas Drop-Off”; why the deep human need for connection and shared indulgence temporarily outweighs biological rewiring during key cultural moments.
The Expertise Behind the Insight
Tom Ellis – Brand Genetics CEO & Webinar Host
An experienced innovator & brand strategist, Tom heads up the Brand Genetics ship, with a focus on bringing a human-first lens to insight and innovation. Having previously been MD of Big Green Door and Director of Strategy & Research at 1HQ, Tom has extensive experience innovating with brands around the world and across categories.
Ines Martins – Patientric Head of Product & Panelist
Ines leads product at Patientric, focusing on building a data platform that connects validated patient data with real-world behaviour. With extensive experience in data and adtech, Ines has developed audience targeting and analytics solutions at scale, powered by billions of data events. Her background spans behavioural and contextual targeting, audience insights, and reporting, bringing complex data products to life.
Paul Marsden – Brand Genetics Consumer Psychologist & Panelist
Paul is a chartered psychologist specialising in consumer motivation and wellbeing. He has a PhD in media influence, researching psychology of wearable tech at the London College of Fashion, and applies psychological techniques to uncover new insights and opportunities for brands. He is the author of Connected Marketing and The Social Commerce Handbook.
Event Information
Whether you sit in FMCG, healthcare, or retail, understanding this convergence of biology and behaviour is critical to your strategy for 2026 and beyond. Join us to gain a holistic, evidence-based view of the transformed consumer, and learn how to ensure your brand remains a vital part of their new life.
- Date: Wednesday 22nd April 2026
- Time: 2:00PM BST
- Location: Online Briefing
Who we are
About Brand Genetics
We are a global insight and innovation agency specialising in human-centred research and consumer psychology. We believe that true insight lives in decoding human motivation, not just observing behaviour. By combining established psychological frameworks with real-world data, we uncover the hidden why behind consumer choices, translating human complexity into clear, actionable strategies for growth.
About Patientric
Patientric is a data and insights company focused on understanding real-world patient journeys through verified healthcare data. They combine clinically validated patient-level information, captured through healthcare professional interactions, with a longitudinal view of behaviour over time.
By linking this to detailed market data at product and location level, Patientric enables a deeper understanding of how treatment, health outcomes, and real-world behaviour evolve together. Their approach closes the gap between what people say, what they are treated for, and what actually happens over time.
The Power of Patientric’s Data
Patientric data is gathered through a network of healthcare professionals, where patient information is captured and clinically validated during in-person consultations. This includes detailed treatment, health, and outcome data, tracked longitudinally over time.
Building on this foundation, they are introducing panel research capabilities that enable us to answer specific questions through direct feedback from verified patients, complementing and enhancing the core data.
