# Brand Genetics > Decoding the DNA of human behaviour to unlock brand growth How are you looking to unlock growth? Our Latest Insights & Thought Leadership ## Pages - [Careers](https://brandgenetics.com/career/): Every member of our team has... Why Work Here A BoutiqueAgency QualitativeApproach InnovativeThinkers Cutting edgeAI GlobalSolutions TangibleGenerators Diversity is a... - [Latest Insight](https://brandgenetics.com/latest-insight/): Human-First Insight, Innovation and Provocations from Brand Genetics Filter our Insights Reports VIEW ALL Case Studies VIEW ALL DNA of Campaigns VIEW... - [Our DNA](https://brandgenetics.com/our-dna/): The Brand Genetics Difference We decode the Human, not just the Consumer When you label someone a “consumer”, you miss the 95% of... - [Discuss a project](https://brandgenetics.com/discuss-a-project/): Drop us a message If you’d like to learn more about how decoding the DNA of human behavior can reveal... - [Newsroom](https://brandgenetics.com/newsroom/): Newsroom Page Brand Genetics is a global boutique qualitative and mixed-methods strategy consultancy. We work with leading businesses across FMCG,... - [Accelerate Capabilities](https://brandgenetics.com/accelerate-capabilities/): ACCELERATE CAPABILITIES Teaching your team how to understand people – and turn that into advantage To win with consumers (and... - [Generate Solutions](https://brandgenetics.com/generate-solutions/): GENERATE SOLUTIONS Through BehaviourLed Innovation We define the critical behavioural levers to create a precise brief for innovation that drives... - [Maximise Impact](https://brandgenetics.com/maximise-impact/): MAXIMISE Impact By optimizing strategy andexecutions We fine-tune strategy and execution against the reality of human decision-making to bridge the gap between... - [Reveal Oportunity](https://brandgenetics.com/reveal-oportunity/): Reveal Oportunity Through Foundational Insight We decode real-world behaviour, context and cultural signals to reveal the hidden pathways to growth. Most foundational research tells... - [Decoding Growth](https://brandgenetics.com/decoding-growth/): Our approach is built on a single belief: Only when you understand why people behave a certain way can you influence... - [Website Under Construction](https://brandgenetics.com/website-under-construction/): Website Under Construction We’re working on something new. Subscribe to get the latest human-first thinking - [Home](https://brandgenetics.com/): Decoding the DNA of human behaviour to unlock brand growth How are you looking to unlock growth? Our Latest Insights... - [Brand Genetics Respondent Privacy Policy – July 2025](https://brandgenetics.com/brand-genetics-respondent-privacy-policy-july-2025/) - [What Men Want](https://brandgenetics.com/what-men-want/) - [The Brand Genetics Creative Manifesto](https://brandgenetics.com/the-brand-genetics-creative-manifesto/) - [Privacy Policy](https://brandgenetics.com/privacy-policy/): Privacy Statement This privacy policy sets out who we are, how we use and protect any information that you give... - [Financial Wellbeing](https://brandgenetics.com/financial-wellbeing/) - [El equipo de BG](https://brandgenetics.com/sobre/) - [Team BG](https://brandgenetics.com/team-bg/) - [Terms](https://brandgenetics.com/terms/) - [Contato](https://brandgenetics.com/contato/) - [Contacto](https://brandgenetics.com/contacto/) - [Contact](https://brandgenetics.com/contact/) - [Estudios de Caso](https://brandgenetics.com/case-studies/) - [Estudos de Caso](https://brandgenetics.com/case-studies/) - [Human Thinking](https://brandgenetics.com/human-thinking/) - [Time BG](https://brandgenetics.com/sobre/) - [O QUE FAZEMOS](https://brandgenetics.com/competencias/) - [QUÉ HACEMOS](https://brandgenetics.com/competencias/) - [What we do](https://brandgenetics.com/what-we-do/) - [Sample Page](https://brandgenetics.com/sample-page/): This is an example page. It’s different from a blog post because it will stay in one place and will... - [Home](https://brandgenetics.com/home-3/): testtesttesttesttest test test test test - [Home](https://brandgenetics.com/home-6/) - [Home](https://brandgenetics.com/home-7/): Cómo pensar en el Human-First lugar puede ayudar a resolver desafíos de negocios y revelar nuevas oportunidades de crecimiento ## Posts - [The Cognitive Life Raft: Why Consumers Are Outsourcing Their Agency](https://brandgenetics.com/the-cognitive-life-raft-why-consumers-are-outsourcing-their-agency/): 46% of consumers now trust AI more than a friend when making subjective shopping decisions. ” (Bloomreach, 2025) The Myth... - [The Shopper Schism: How to Win in the Business-to-Algorithm (B2A) Economy](https://brandgenetics.com/the-shopper-schism-how-to-win-in-the-business-to-algorithm-b2a-economy/): “By 2026, 40% of enterprise applications will embed autonomous AI agents, fundamentally shifting how products are searched, selected, and bought.... - [The New Psychological Literacy: Calibrating Automation Bias](https://brandgenetics.com/the-new-psychological-literacy-calibrating-automation-bias/): While 64% of consumers plan to use AI shopping assistants, 54% feel forced to ‘double-check’ the AI’s work, highlighting a... - [The Human Code Issue 4 // Decoding the DNA of the FIFA World Cup](https://brandgenetics.com/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... - [Stop Selling Joy: Decoding the Tension of the World Cup](https://brandgenetics.com/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... - [The Human Code Issue 3 // Decoding the DNA of the Sovereign Single](https://brandgenetics.com/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... - [Decoding the DNA of the ‘Sovereign Single’](https://brandgenetics.com/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... - [The Human Code Issue 2 // Decoding the DNA of the Value Paradox](https://brandgenetics.com/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... - [Decoding GLP-1: A Brand Genetics & Patientric Webinar](https://brandgenetics.com/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,... - [The ROI of Sanity: Why the £8 chocolate bar is an emotional bargain](https://brandgenetics.com/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... - [The Human Code Issue 1 // Decoding the DNA of the GLP-1 Revolution](https://brandgenetics.com/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... - [The world is still built for pairs - single women are paying the hidden penalty](https://brandgenetics.com/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.... - [Season's Greetings from Brand Genetics](https://brandgenetics.com/seasons-greetings-from-brand-genetics-4/): We always do things a bit differently at Brand Genetics, including our Christmas cards We don’t do boring, and we... - [Decoding the DNA of Hinge’s ‘No Ordinary Love’: Swiping right to the power of real stories](https://brandgenetics.com/decoding-the-dna-of-hinges-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... - [The Post-Appetite Consumer: A Brand Genetics Briefing](https://brandgenetics.com/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... - [Decoding the DNA of Pepsi Prebiotic Cola](https://brandgenetics.com/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... - [Decoding the DNA of weight loss drugs (GLP-1s)](https://brandgenetics.com/decoding-the-dna-of-weight-loss-drugs-glp-1s/): The end of impulse? How appetite drugs are redefining consumer choice GLP-1s are already having a profound impact on consumer... - [Decoding the DNA of ‘Grimy’ Havaianas: How they turned a meme into a masterclass in cultural fluency](https://brandgenetics.com/decoding-the-dna-of-grimy-havaianas-how-they-turned-a-meme-into-a-masterclass-in-cultural-fluency/): Since their launch in 1962, Havaianas has embodied Brazil’s spirit: casual, joyful, and unapologetically local. Originally designed as affordable footwear... - [Decoding the DNA of Rhode: How Hailey Bieber used sensorial marketing to glaze a million-dollar brand](https://brandgenetics.com/decoding-the-dna-of-rhode-how-hailey-bieber-used-sensorial-marketing-to-glaze-a-million-dollar-brand/): At Brand Genetics, we know that the best brands don’t just sell products, they sell experiences. Following our deep dives... - [The GLP-1 Effect: Rethinking demand spaces is no longer optional](https://brandgenetics.com/the-glp-1-effect-rethinking-demand-spaces-is-no-longer-optional/): GLP-1 is set to revolutionise the food and drink landscape, reshaping consumer motivations and altering routines, cravings, and nutritional needs.... - [Decoding the DNA of Duolingo: What Every Brand Can Learn from a Green Owl Gone Viral](https://brandgenetics.com/decoding-the-dna-of-duolingo-what-every-brand-can-learn-from-a-green-owl-gone-viral/): Once an app for earnest language learners, Duolingo has become an unlikely cultural icon. Today, its mischievous green owl is... - [Bar Convent Brooklyn '25: 4 Strategic Takeaways from the International Bar & Beverage Trade Show](https://brandgenetics.com/bar-convent-brooklyn-25-4-strategic-takeaways-from-the-international-bar-beverage-trade-show/): We came, we saw, we sipped. While BCB London (previously Imbibe) has been a staple for Brand Genetics for many... - [Decoding the DNA of Starbucks Protein Coffee: How Code-Switching Brewed a Breakthrough](https://brandgenetics.com/decoding-the-dna-of-starbucks-protein-coffee-how-code-switching-brewed-a-breakthrough/): In a market crowded with functional drinks and frothy claims, Starbucks has managed to stand out. Their Protein Coffee RTD... - [Seasons Greetings from Brand Genetics](https://brandgenetics.com/seasons-greetings-from-brand-genetics-3/): Let’s end 2024 with some Festive Fun! At Brand Genetics we don’t like boring Christmas Cards! A solitary robin on... - [What Men Want (and how to give it to them)](https://brandgenetics.com/what-men-want-and-how-to-give-it-to-them/): Here are some worrying facts for you: Did you know that only 7% of men globally relate to the depictions... - [Brand Genetics Announces Angel Investment in Synthsight Ltd](https://brandgenetics.com/brand-genetics-announces-angel-investment-in-synthsight-ltd/): We’re excited to announce our angel investment in Synthsight Ltd, a London-based AI startup specialising in research technology (Res-Tech SaaS).... - [Revealing The 'Why' Behind The Buy: 4 Steps to Catalyse Brand Growth](https://brandgenetics.com/revealing-the-why-behind-the-buy/): Why do people buy the things they do? It’s not always easy to know the true reasons why someone chooses... - [Cheers! 干杯! Alcohol Premiumisation in China: The Spirit Round](https://brandgenetics.com/cheers-%e5%b9%b2%e6%9d%af-alcohol-premiumisation-in-china-the-spirit-round/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Cheers! 干杯! Alcohol Premiumisation in China: The Beer Round](https://brandgenetics.com/cheers-%e5%b9%b2%e6%9d%af-alcohol-is-going-premium-in-china-the-beer-round/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Seasons Greetings from Brand Genetics](https://brandgenetics.com/seasons-greetings-from-brand-genetics-2/): At BG, we take the Festive Season very seriously! ! This year we were so determined to improve our Christmas... - [Traditional Chinese Medicine: Finding the perfect ‘qi’ for your health and wellness brand](https://brandgenetics.com/traditional-chinese-medicine-finding-the-perfect-qi-for-your-health-and-wellness-brand/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Rational Spending: China's Changing Middle Class](https://brandgenetics.com/rational-spending-china-changing-middle-class/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Live Webinar: Reassuringly Expensive - How to Win in Premium](https://brandgenetics.com/reassuringly-expensive-how-to-win-in-premium/): Is your brand looking to win with consumers in the competitive world of premium offerings? Sign up now for unique... - [Reassuringly Expensive: The Hidden Consumer Motivations Driving Premium Perceptions](https://brandgenetics.com/reassuringly-expensive-the-hidden-consumer-motivations-driving-premium-perceptions/): Want to understand what motivates consumers’ perceptions of premium? Despite economic uncertainty and a global pandemic, the premium market has... - [The Imbibe speed read 2023](https://brandgenetics.com/the-imbibe-speed-read-2023/): Imbibe continues to be one of the highlights of the UK alcohol innovation calendar. A prime chance to see new... - [The Rise of the Silver Economy](https://brandgenetics.com/the-rise-of-the-silver-economy/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [The Middle Kingdom: Collectivism in China](https://brandgenetics.com/collectivism-in-china/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Exploring China's City Tiers](https://brandgenetics.com/exploring-chinas-city-tiers/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Introduction to China's "Super Apps"](https://brandgenetics.com/introduction-to-chinas-super-apps/): Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle... - [Champions amidst crisis: 10 ways consumers respond to economic pressures - and what brands should do about it](https://brandgenetics.com/champions-amidst-crisis-10-ways-consumers-respond-to-economic-pressures-and-what-brands-should-do-about-it/): Rising costs, change and eroding consumer confidence. It’s not easy out there! The global pandemic rattled the world, and the... - [Winning with fans: How brands can harness the power of sports fan motivations](https://brandgenetics.com/winning-with-fans-how-brands-can-harness-the-power-of-sports-fan-motivations/): Over 1. 1 billion people watched the last Fifa World Cup Final. Far eclipsing the 206 million daily twitter users... - [Speed Summary: Engaged - Designing for Behavior Change](https://brandgenetics.com/speed-summary-engaged-designing-for-behavior-change/): Engaged: Designing for Behavior Change Author: Amy Bucher Publisher: Rosenfeld Media Publication: 2020 What’s the secret to innovation success? Design for... - [Breaching the void: Trust in the age of mistrust](https://brandgenetics.com/breaching-the-void-trust-in-the-age-of-mistrust/): Advertising without trust is just noise. Innovation without trust is obsolete. A brand without trust is just a commodity. Yet... - [Speed Summary: World Happiness Report 2022](https://brandgenetics.com/speed-summary-world-happiness-report-2022/): World Happiness Report 2022 Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and... - [Bold, Brave and Behavioral Science Champion: the Human Face behind Brand Genetics North America](https://brandgenetics.com/bold-brave-and-behavioral-science-champion-the-human-face-behind-brand-genetics-north-america/): A good apple lands back in The Big Apple, as we open our doors to a new era and a... - [How to unlock brand growth using the hidden motives that drive consumer behaviour
](https://brandgenetics.com/how-to-unlock-brand-growth-using-the-hidden-motives-that-drive-consumer-behaviour%e2%80%a8/): Motivation is the drive that moves people to act. For brands, this means no motivation, no growth because no one... - [Must-Read Books for Brand Leaders](https://brandgenetics.com/our-must-read-books-for-brand-leaders/): Welcome to 2022! As we enter the new year, many are focusing on new goals and ambitions for themselves, their... - [It’s time to upgrade your innovations with the JTBD framework](https://brandgenetics.com/its-time-to-upgrade-your-innovations-with-the-jtbd-framework/): Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we... - [Marketing A Difference: A Brand Owner's Guide To Motivating Sustainable Choices](https://brandgenetics.com/marketing-a-difference-a-brand-owners-guide-to-motivating-sustainable-choices/): Encouraging buyers to put the planet first and make more sustainable choices has never been more important – yet often... - [Speed Summary: World Happiness Report 2021](https://brandgenetics.com/speed-summary-world-happiness-report-2021/): World Happiness Report 2021 Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and... - [Webinar: The Laws Of Human Nature Every Brand Needs To Know](https://brandgenetics.com/webinar-the-laws-of-human-nature-every-brand-needs-to-know/): Are you missing the big picture? Humans are hardwired to pay attention to the new, the different or the unusual,... - [Insight report: The Laws of Human Nature](https://brandgenetics.com/insight-report-the-laws-of-human-nature/): Humans are hardwired to pay attention to the new, the different or the unusual, so in turbulent times it’s tempting... - [10 seminal books (and their speed summaries) for a deep insight into human nature and consumer behaviour.](https://brandgenetics.com/10-seminal-books-and-their-speed-summaries-for-a-deep-insight-into-human-nature-and-consumer-behaviour/): During times that are uncertain and dynamic, it is tempting to focus on what’s changed and what’s changing. But counter-intuitively... - [Three steps to thinking human-first for Tech Service Designers](https://brandgenetics.com/three-steps-to-thinking-human-first-for-tech-service-designers/): “We don’t just use a digital product or service, we feel it. More and more, in moments of frustration, joy,... - [AISLAMIENTO SOCIAL... PRIVILEGIO DE POCOS](https://brandgenetics.com/aislamiento-social-privilegio-de-pocos/): Las semanas van pasando y la estrategia sigue siendo la misma: mientras persista la amenaza de la COVID-19, el aislamiento... - [Self Isolation ... a privilege many can't afford](https://brandgenetics.com/self-isolation-a-privilege-many-cant-afford/): We’re told uncategorically that staying at home and self-isolating is the only way to protect yourself and others from Covid-19.... - [ISOLAMENTO SOCIAL... UM PRIVILÉGIO PARA POUCOS](https://brandgenetics.com/isolamento-social-um-privilegio-para-poucos/): As semanas passam e a estratégia é a mesma: enquanto o Covid-19 for uma ameaça, o isolamento social é a... - [Insights de consumo LatAm no mundo pós-Covid-19](https://brandgenetics.com/latam-consumer-insights-en-covid-19/): Nas últimas semanas vimos a América Latina tornar-se o novo epicentro do Covid-19. Segundo a Organização Pan-Americana da Saúde (Opas),... - [LatAm Consumer Insights on Covid 19](https://brandgenetics.com/latam-consumer-insights-on-covid-19/): In recent weeks we have seen Latin America become the new epicenter of Covid-19. According to the Pan American Health... - [Insights de consumo LatAm no mundo pós-Covid-19](https://brandgenetics.com/latam-consumer-insights-en-covid-19/): Durante las últimas semanas, fuimos testigos de cómo América Latina se transformó en el nuevo epicentro de la COVID-19. De... - [Enfrentar riscos & questionar as regras: Conheça Camila Marcondes - a perspectiva humana por trás da Brand Genetics LatAm](https://brandgenetics.com/enfrentar-riscos-questionar-as-regras-conheca-camila-marcondes-a-perspectiva-humana-por-tras-da-brand-genetics-latam/): A primeira impressão já é boa, mas não é só isso que fica. Camila Marcondes tem um charme e uma... - [Enfrentar riesgos y cuestionar reglas Presentamos a Camila Marcondes, la perspectiva humana detrás de Brand Genetics LatAm](https://brandgenetics.com/enfrentar-riesgos-y-cuestionar-reglas-presentamos-a-camila-marcondes-la-perspectiva-humana-detras-de-brand-genetics-latam/): La primera impresión es muy buena, pero no es solo esta la que cuenta. Camila Marcondes tiene un encanto y... - [The HIVE roundup, a summary of our 12-part series](https://brandgenetics.com/the-hive-roundup-a-summary-of-our-12-part-blog-series/): Over the last 12 weeks the world has changed almost unrecognisably, something which continues to impact many parts of the... - [What Human-first means for the business of content creation](https://brandgenetics.com/what-human-first-mean-for-the-business-of-content-creation/): The business of content was already a hot 2020 topic way before you mention the recent global events that have... - [How crisis can help you fuel growth: Applying Post-Traumatic Growth to Business](https://brandgenetics.com/how-crisis-can-help-you-fuel-growth-applying-post-traumatic-growth-to-business/): As we look ahead to reigniting growth in a post pandemic world we’ve been looking to understand how some people... - [How to Run Engaging Virtual Workshops: The Brand Genetics Masterclass](https://brandgenetics.com/how-to-run-engaging-virtual-workshops-the-brand-genetics-masterclass/): Struggling to get engagement, efficiency and efficacy with your online workshops and meetings? This masterclass is for you. Workshops, group... - [The currency of ‘health’ in a world of shifting values](https://brandgenetics.com/the-currency-of-health-in-a-world-of-shifting-values/): The Covid-19 crisis has brought the fragility of the human condition to the fore. We’re seeing a renewed appreciation for... - [What do consumers want in a COVID-19? Catch up on our webinar series.](https://brandgenetics.com/catch-up-on-our-webinar-series/): There is no doubt that understanding how COVID-19 is changing consumer behaviour now and in the future will be critical... - [Welcome to The HIVE](https://brandgenetics.com/welcome-to-the-hive/): Welcome to The HIVE We’re living in times of great difficulty and uncertainty. And as businesses we’re all facing significant... - [Empathy-Based Research: The Empathy Generator Play](https://brandgenetics.com/empathy-based-research-the-empathy-generator-play/): This week we highlight how passing on empathy to others can fuel business success, with the focus on our 8th... - [Empathy-Based Research: The Empathy Map Play](https://brandgenetics.com/empathy-based-research-the-empathy-map-play/): This week, in our penultimate blog of this series, we highlight how you can map the world from another’s perspective,... - [Empathy-Based Research: The Empathy Interview Play](https://brandgenetics.com/empathy-based-research-the-empathy-interview-play/): This week we highlight how using interviews can fuel business success, with play 6 from our brand-new Empathy Playbook. As... - [Positive Innovation](https://brandgenetics.com/positive-innovation/): At Brand Genetics we believe in “positive innovation”, which means innovating with people’s happiness and wellbeing in mind. By making... - [Speed Summary: The Human Brand](https://brandgenetics.com/speed-summary-the-human-brand/): The Human Brand Author: Chris Malone and Susan T. Fiske Publisher: John Wiley & Sons Publication: (2013) As humans, we... - [Empathy-Based Research: The Empathy Hire Play](https://brandgenetics.com/empathy-based-research-the-empathy-hire-play/): This week we highlight play 5 out of 8 from our brand-new Empathy Playbook, the Empathy Hire Play. As a... - [Empathy-Based Research: The Projection Play](https://brandgenetics.com/empathy-based-research-the-projection-play/): This week we highlight the 4th play from our brand-new Empathy Playbook, the Projection Play. As a reminder, as innovation... - [Empathy-Based Research: The Immersion Play](https://brandgenetics.com/empathy-based-research-the-immersion-play/): This week we highlight play 3 of 8 from our brand-new Empathy Playbook, the Immersion Play. As a reminder, as... - [How brands can build empathy by liberating qualitative research from qualitative researchers](https://brandgenetics.com/how-brands-can-build-empathy-by-liberating-qualitative-research-from-qualitative-researchers/): How can brands build empathy, that is, a capacity for emotional insight? One option is to train your insights department... - [Empathy-Based Research: The Word Association Play](https://brandgenetics.com/empathy-based-research-the-word-association-play/): As innovation and research becomes increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever... - [Empathy-Based Research: The E.M.P.A.T.H.Y. Play](https://brandgenetics.com/empathy-based-research-the-e-m-p-a-t-h-y-play/): As innovation and research becomes increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever... - [Step into their shoes - our Empathy-Based research Playbook](https://brandgenetics.com/step-into-their-shoes-our-empathy-based-esearch-playbook/): EMPATHY IS NOT ONLY AN AMAZING HUMAN ABILITY, IT’S ALSO THE FUTURE OF CONSUMER INSIGHT Empathy is a remarkable human... - [2019 – Brand Genetics scales new heights!](https://brandgenetics.com/2019-brand-genetics-scales-new-heights/): As we sign-off 2019, concluding another year, and also a decade, it’s both exciting and also rewarding to be celebrating... - [Navigating Gen Z insight: honesty, kindness and fairness](https://brandgenetics.com/navigating-gen-z-insight-honesty-kindness-and-fairness/): A quick dose of fact-checking reveals many Gen Z claims you may have seen published to be little more than... - [Navigating Gen Z insight: Physical wellness](https://brandgenetics.com/navigating-gen-z-insight-physical-wellness/): This week we continue with our series of blogs, highlighting the insights from our latest report, which aims to help... - [Navigating Gen Z insight: Emotional Wellbeing](https://brandgenetics.com/navigating-gen-z-insight-emotional-wellbeing/): What do you know about the cohort of 2 billion teens, tweens and young adults born between 1997 and 2012?... - [Empathy stats and facts for business](https://brandgenetics.com/empathy-statistics-for-business/): At Brand Genetics, we use empathy as a technique to help clients make better decisions. Empathy is a mental ability... - [Empathy Quotes in Business](https://brandgenetics.com/empathy-quotes-in-business/): At Brand Genetics, we use empathy as a research technique to understand the emotional worlds of consumers. Empathy research helps... - [Empathy defined (list of definitions)](https://brandgenetics.com/list-of-empathy-definitions/): At Brand Genetics, we use empathy as a qualitative research technique to help our clients understand their consumers. Applied empathy... - [Beyond Fake News - Navigating Gen Z insight](https://brandgenetics.com/beyond-fake-news-navigating-gen-z-insight/): What do you know about the cohort of 2 billion teens, tweens and young adults born between 1997 and 2012?... - [Startup Stories: ESKA yoga](https://brandgenetics.com/startup-stories-eska-yoga/): Combining her love for design and Yoga, Shivani Nirula founded ESKA in June 2014. A graduate of National Institute of... - [Startup Stories: Doc Abode](https://brandgenetics.com/startup-stories-doc-abode/): In this week’s blog, we speak to Doc Abode’s CEO, Dr Taz Aldawoud – a practising GP, and a former... - [Function and format steal the show at Imbibe Live 2019](https://brandgenetics.com/function-and-format-steal-the-show-at-imbibe-live-2019/): The movement of mindfulness was under the spotlight at this year’s Imbibe Live- Europe’s largest beverage trade show. As always,... - [Startup Stories: Hop King Pale Ale](https://brandgenetics.com/startup-stories-hop-king-pale-ale/): In this week’s blog, we speak to Ben and Ludi Hopkinson, founders of Hop King beer, a disruptive start-up centred... - [Flavourful Function](https://brandgenetics.com/flavourful-function/): This week we explore the final trend from our Middle Eastern food report . The report provides a cross-cultural viewpoint... - [Middle Eastern, not Mediterranean](https://brandgenetics.com/middle-eastern-not-mediterranean/): Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are... - [Happily Halal](https://brandgenetics.com/happily-halal/): Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are... - [Middle Eastern Influencers](https://brandgenetics.com/middle-eastern-influencers/): Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are... - [Dinner time diaspora](https://brandgenetics.com/dinner-time-diaspora/): The first in a series of blogs from our latest report - that provides a cross-cultural viewpoint as to how... - [5 Key Middle Eastern Food trends changing the Western market](https://brandgenetics.com/5-key-middle-eastern-food-trends-changing-the-western-market/): Western and indeed global food culture has undergone immense transformations over the past few decades. We now have a much... - [How can the Alcohol Industry become a positive force for gender identity?](https://brandgenetics.com/how-can-the-alcohol-industry-become-a-positive-force-for-gender-identity/): From climate change to sexual harassment, the ways of the world are changing. One area these changes are particularly pronounced... - [Identity, gender and the future of FMCG branding](https://brandgenetics.com/identity-gender-and-the-future-of-fmcg-branding/): At a time when fundamental assumptions about human identity are being called into question, we have embarked on an insight... ## Reports - [Revealing The ‘Why’ Behind The Buy: 4 Steps to Catalyse Brand Growth](https://brandgenetics.com/reports/revealing-the-why-behind-the-buy-4-steps-to-catalyse-brand-growth-2/): Why do people buy the things they do? t’s not always easy to know the true reasons why someone chooses brand A over... ## Careers ## My Testimonials - [Kenvue](https://brandgenetics.com/wpt-testimonial/kenvue/): Thank you for your invaluable help. I’m so glad we have you to consult with to accelerate the process - [James Hardie](https://brandgenetics.com/wpt-testimonial/james-hardie/): This campaign is performing better than any other we have done, not just for James Hardie but for the whole... - [ABI](https://brandgenetics.com/wpt-testimonial/abi/): We are very happy with the results your delivery is outstanding – nothing missing. congratulations indeed - [Pepsi](https://brandgenetics.com/wpt-testimonial/pepsi/): “The North Star workshop was a great way to gather vision input from key stakeholders early on and align expectations;... # # Detailed Content ## Pages - Published: 2026-07-03 - Modified: 2026-07-29 - URL: https://brandgenetics.com/career/ Every member of our team has... https://vimeo. com/756862947? fl=pl&fe=sh Why Work Here A BoutiqueAgency QualitativeApproach InnovativeThinkers Cutting edgeAI GlobalSolutions TangibleGenerators Diversity is a Lens, Not a Checkbox We believe in diversity and inclusion – but we don’t view it as a corporate obligation; we view it as a competitive advantage! We see two key benefits: Cognitive Diversity We build our teams to ensure we have different eyes on the problem. We value friction, debate and the clash of different perspectives (internally and with our clients and partners) because that is where the breakthrough thinking happens. Representative Reach To truly decode human behaviour, you have to be willing to look at all of it. We go beyond the “average” consumer to include the voices often ignored by standard research — because the future of your category is happening at the rough edges, not in the cosy middle. Groupthink and homogeneity are the enemies of insight – so we push for diversity to ensure our insight reflects the real world. Current job openings Senior Consultant at Brand Genetics London Full-time SPAIN View Position Senior Consultant at Brand Genetics Rio de Janeiro Full-time Rio de Janeiro View Position Senior Consultant at Brand Genetics New York Full-time New York View Position We are always on the lookoutfor exceptional candidates SEND YOUR CV Send your CV PLEASE Inform your data - Published: 2026-07-03 - Modified: 2026-07-16 - URL: https://brandgenetics.com/latest-insight/ Human-First Insight, Innovation and Provocations from Brand Genetics Filter our Insights Reports VIEW ALL Case Studies VIEW ALL DNA of Campaigns VIEW ALL - Published: 2026-06-26 - Modified: 2026-07-29 - URL: https://brandgenetics.com/our-dna/ The Brand Genetics Difference  We decode the Human, not just the Consumer When you label someone a "consumer", you miss the 95% of their reality.  Our DNA Framework reveals the messy, irrational "whys" behind the "what" - because to truly influence someone’s choices, you have to understand the whole human. We uncover Richer, Universal Truths We start by leveraging behavioural science and academic insight to bypass the obvious and get straight to the profound.  Then we identify the human insights deep enough to travel across borders – these are what you can build a strategy on (while reflecting the critical local nuances).   We don’t just report Insight;we architect Action Knowledge without action is just noise. While others stop at the "insight," we translate behavioural truth into actionable strategies and roadmaps. We don’t just hand you a report; we hand you the 'So What' and the 'What Next'. We are Future Focused While most research only tells you what people did yesterday, we decode the hidden drivers of behaviour to tell you how they will behave tomorrow — giving you the predictive power to be proactive, not reactive.   We are Partners with a Point of View  In a world of automated answers, independent thought is priceless.  We use AI to accelerate our thinking, never to replace it.  We don't just validate your thinking; we stretch it. We challenge the consensus and provoke fresh perspectives—giving your stakeholders the clarity to make bold moves that deliver growth.   And one more thing... The Experience  Working with us feels different because we are different. We believe serious strategic work can be fun and bring a contagious energy and optimism to every challenge, building relationships grounded in empathy, debate and genuine partnership. We are fully... - Published: 2026-06-25 - Modified: 2026-07-22 - URL: https://brandgenetics.com/discuss-a-project/ Drop us a message If you’d like to learn more about how decoding the DNA of human behavior can reveal hidden pathways to brand growth for your business, please get in touch. Please note that we don’t accept unsolicited writing contributors or link exchanges. Also, we don’t actually work with genetics so we have no need for medical equipment either. Our Offices Global HQ 58 Bloomsbury Street, London North America 26 Broadway, New York, NY Latin America Rua do Passeio, 38, Centro, Rio de Janeiro – RJ - Published: 2026-06-21 - Modified: 2026-07-21 - URL: https://brandgenetics.com/newsroom/ Newsroom Page Brand Genetics is a global boutique qualitative and mixed-methods strategy consultancy. We work with leading businesses across FMCG, CPG, Health & Wellness, Technology, Pharmaceuticals, Sports and Financial Services to decode the DNA of human behaviour and reveal hidden commercial growth opportunities. Our deepest category heritage is in FMCG and CPG, and our behavioural methods translate directly into any sector where understanding real human decision-making is the difference between growth and stagnation. Leadership Bios Andrew Christophers Chairman & Co-founder At Brand Genetics since the start-up days in 1998, specialising in food, drinks and FMCG, plus running both insight & innovation projects and training. Previously had 15 years client-side experience across Cadbury on their food brands portfolio, as head of marketing for Guinness’s lagers, and as head of innovation for KP Foods (United Biscuits). TopBGDownloadTopBGDOWNLOAD BIOS TopBGDownloadTopBGDOWNLOAD PHOTOS Tom Ellis CEO At Brand Genetics since the start-up days in 1998, specialising in food, drinks and FMCG, plus running both insight & innovation projects and training. Previously had 15 years client-side experience across Cadbury on their food brands portfolio, as head of marketing for Guinness’s lagers, and as head of innovation for KP Foods (United Biscuits). TopBGDownloadTopBGDOWNLOAD BIOS TopBGDownloadTopBGDOWNLOAD PHOTOS Brand Genetics Brand Kit At Brand Genetics since the start-up days in 1998, specialising in food, drinks and FMCG, plus running both insight & innovation projects and training. Previously had 15 years client-side experience across Cadbury on their food brands portfolio, as head of marketing for Guinness’s lagers, and as head... - Published: 2026-06-16 - Modified: 2026-07-29 - URL: https://brandgenetics.com/accelerate-capabilities/ ACCELERATE CAPABILITIES Teaching your team how to understand people - and turn that into advantage To win with consumers (and stakeholders), you have to understand them. Most teams have plenty of data, but little understanding. They know what’s happening, but are guessing at why. We change that. Through our tailored training programmes, we teach your team the science of human behaviour and motivation. We move them from simply tracking spreadsheets to understanding the people behind those numbers – and turn that understanding into profit. The way we apply our capabilities We use our science backed, evidence-based DNA Framework to structure our training, ensuring your team masters the three critical levers of behaviour change. Radical Empathy Moving from “consumer centricity” as a buzzword to true perspective-taking. We teach you how to leave corporate biases at the door and see (and feel) the world the way your consumer actually sees it. You stop guessing, and start knowing. Decoding Behavior Moving from knowing what happened tounderstanding why. Using our DNA Framework and the Motivational Matrix,we teach you how to strip away surface behavior and reveal the psychological and contextual drivers underneath. When you can explain behavior, you can predict it. And when you can predict it, you can influence it with precision. Crafting the Insight Moving from interesting information to commercialammunition. We teach the rigorous craft of insight articulation – how to write insights that are clear, sharp, and undeniable. We help you turn vague “observations” into sharp commercial tools. The Creative Leap Moving from a static truth... - Published: 2026-06-16 - Modified: 2026-07-29 - URL: https://brandgenetics.com/generate-solutions/ GENERATE SOLUTIONS Through BehaviourLed Innovation We define the critical behavioural levers to create a precise brief for innovation that drives real change. Evidence shows a lack of genuine human understanding and real behavioural insight is a primary cause of innovation failure. At Brand Genetics, we avoid the obsession with features, formats and functionality. Instead, we obsess over how human decisions are actually made — driven by emotion, identity and the search for meaning.   The way we apply our capabilities We use our science backed, evidence-based DNA Framework to decode the human operating system behind market performance. This informs the different ways we tackle your foundational challenges, innovation opportunities and optimise market impact, including: Opportunity Definition We identify white spaces based on real human behaviour, not just market gaps, to develop robust, behaviourally-informed innovation platforms  Growth Workshops We deliver inspiring sessions to help teams unlock new opportunities – from helping create Northstar Visions to guide strategic innovation to applying the science of creativity to develop ideas  HybridCreativity We blend enhanced AI-led creativity with deep human expertise to generate high-quality ideas that address real needs; then co-create with early adopters and experts to get further, faster. Innovation Blueprints & Concept Crafting We translate raw ideas into compelling concepts that people intuitively understand, want and choose; then create consumer-centric briefs ready to brief teams. Behavioural Optimisation We use behavioural science to learn fast —identifying what actually drives preference versus what is merely "nice to have" — without killing good ideas prematurely. We have already Generated Solutions for these companies Transforming a local star into a global icon PepsiCo’s energy drink Sting had strong success in Asia but needed to fuel growth across new markets. We created a distinctive innovation platform rooted in Sting’s brand DNA, supported by immersive workshops and global stakeholder engagement.... - Published: 2026-06-16 - Modified: 2026-07-29 - URL: https://brandgenetics.com/maximise-impact/ MAXIMISE Impact By optimizing strategy andexecutions We fine-tune strategy and execution against the reality of human decision-making to bridge the gap between intent and action.   Great strategy often fails in execution. Why? Because marketing is too often designed for Homo Economicus — assuming people are rational, attentive, and waiting to hear your message. At Brand Genetics, we design for Homo Sapiens — distracted, emotional and cognitive misers. We ensure your work lands in the real world, not just the boardroom.   The way we apply our capabilities We use our science backed, evidence-based DNA Framework to decode the human operating system behind market performance. This informs the different ways we tackle your foundational challenges, innovation opportunities and optimise market impact, including: Behavioural Brand Audits Standard audits measure what consumers say; we reveal the unconscious beliefs and mental shortcuts that dictate how they act.  We deliver a ‘Behavioral Blueprint’ – mapping the hidden levers for growth and identifying how to shift perceptions to win the moment of choice. Creative Exploration We use insight to sharpen creative work without smoothing away the edges that make it magic.  Moving beyond rational feedback loops that kill distinctiveness, we measure real, visceral reactions and identify the behavioural hooks that stop the scroll and drive action.   Innovation Optimisation We use behavioural science to distinguish between what consumers say they want (features) and what actually drives value (benefits). We help you refine the proposition to maximize preference without stripping away the core innovation potential. Packaging Development We evaluate packaging not just as design, but as a decisive behavioural trigger. We assess shelf standout, cognitive fluency and value signalling to ensure your pack acts as an effective "silent salesman" that closes the deal at the... - Published: 2026-06-13 - Modified: 2026-07-27 - URL: https://brandgenetics.com/reveal-oportunity/ Reveal Oportunity Through Foundational Insight We decode real-world behaviour, context and cultural signals to reveal the hidden pathways to growth.   Most foundational research tells you what is happening with a category, a brand or a target audience.  At Brand Genetics, we tell you why. And more importantly, what to do about it. The way we apply our capabilities We use our science-backed, evidence-based DNA Framework to decode the human operating system behind market performance. This informs the different ways we tackle your foundational challenges, innovation opportunities and optimise market impact, including: AudienceDecoding We move beyond demographics to understand audiences through their behaviours. We use journey mapping and deep-dive ethnography to reveal how your brand can win in their real lives.   CategoryForensics We identify the critical drivers, barriers and beliefs that shape category behaviour, revealing the entry points competitors have missed.   Behavioural Brand Strategy We shape brand positioning and architecture that is grounded not just in market dynamics, but in a rigorous understanding of human motivation.   EmpathyEngines We close the gap between the boardroom and the living room - bringing clients together with their target audiences to gather rich emotional insight and build the "radical empathy" required for growth. StrategicForesight We use our 'Anticipatory Thinking' toolkit to map behavioural trends and future scenarios, ensuring your strategy is resilient enough to meet the human needs of tomorrow. We already Revealed Opportunities for these companies Codifying the category barriers to future-proof the strategy The goal was to fill data gaps and develop a deeper understanding of strategic potential across consumer profiles, determining 'where to fight' and 'how to win' to drive further... - Published: 2026-06-12 - Modified: 2026-07-08 - URL: https://brandgenetics.com/decoding-growth/ Our approach is built on a single belief:  Only when you understand why people behave a certain way can you influence what they do next. Most research only tells you what is happening. We decode the DNA of human behaviour revealing the what, why, and what’s next - so you can see what competitors don’t. Our framework is a behaviouralscience-backed, evidence-based approach This works across every stage of the growth journey: - Published: 2026-06-09 - Modified: 2026-06-09 - URL: https://brandgenetics.com/website-under-construction/ Website Under Construction We're working on something new. Subscribe to get the latest human-first thinking - Published: 2026-05-27 - Modified: 2026-07-29 - URL: https://brandgenetics.com/ Decoding the DNA of human behaviour to unlock brand growth How are you looking to unlock growth? We reveal the hidden forces driving what people do, why they do it and where the opportunities lie. Snack Developed the concept for an innovation launch which became the UK’s #1 NPD in Sweet Snacking Volume & Revenues Deep foundational insight guided strategy that enabled our client’s brand to double in volume and value Revenues Mapping an emergent product category to identify new growth opportunities that helped our client triple revenues in this space Volume Growth Identifying the core insight and creative route for a campaign that drove huge brand engagement and growth Brand Extension Shaped and refined the concept and comms for a brand extension now worth $40 million Our Latest Insights & Thought Leadership - Published: 2022-06-24 - Modified: 2026-07-09 - URL: https://brandgenetics.com/privacy-policy/ Privacy Statement This privacy policy sets out who we are, how we use and protect any information that you give us when you use this website, if you are the subject of any of the personal data concerned, what rights you have and how to get in touch with us if you need to. Who are we? We are Brand Genetics.  Our contact and other details are set out at the end of this policy. We are the controller in relation to the personal data processed in accordance with this policy (except where this policy explains otherwise).  Brand Genetics is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement. What we collect
 What we collect We may process personal data relating to you if you fall into one of the following categories: You are one of our customers, or you work for one of our customers You work for a potential customer You use our products or services (including any of our websites) You are a Market Research respondent – please follow this link to the specific privacy notice {  Privacy policy Respondents – July 2025. docx } We may collect the following information during any registration to our newsletter which you will be aware of as you optionally fill in the forms. Your personal details Your name Your job... - Published: 2019-10-28 - Modified: 2019-10-28 - URL: https://brandgenetics.com/sample-page/ This is an example page. It's different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this: Hi there! I'm a bike messenger by day, aspiring actor by night, and this is my website. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin' caught in the rain. ) ... or something like this: The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community. As a new WordPress user, you should go to your dashboard to delete this page and create new pages for your content. Have fun! - Published: 2019-10-28 - Modified: 2026-06-09 - URL: https://brandgenetics.com/home-3/ testtesttesttesttest test test test test - Published: 2019-10-28 - Modified: 2026-06-22 - URL: https://brandgenetics.com/home-7/ Cómo pensar en el Human-First lugar puede ayudar a resolver desafíos de negocios y revelar nuevas oportunidades de crecimiento ## Posts - Published: 2026-07-07 - Modified: 2026-07-08 - URL: https://brandgenetics.com/the-cognitive-life-raft-why-consumers-are-outsourcing-their-agency/ - Categories: Thought Leadership - Tags: Brand Genetics, human-centred innovation, Innovation, Insight, Market Research 46% of consumers now trust AI more than a friend when making subjective shopping decisions. ” (Bloomreach, 2025) The Myth of Infinite Choice For decades, the foundational logic of marketing was simple: more is better. Give the consumer more variety, more shelf space, and more customisation, and they will reward you with their loyalty. This is now a fallacy. When a modern shopper attempts to buy a seemingly simple product—a laptop, a prebiotic soda, a moisturiser—they are confronted with a digital environment containing millions of SKUs, thousands of conflicting reviews, and an endless array of sponsored ads. Not even online forums, like Reddit, which used to be a safe-haven for unbiased opinion, are safe from bots and ads these days Rather than feeling empowered, the human brain short-circuits. Recent data from Attentive (2026) reveals that 70% of online shoppers report feeling overwhelmed by options, leading a staggering 21% to abandon their carts completely . Humans are wired to conserve mental energy. When the cognitive friction of comparing 50 different variations of a product outweighs the perceived reward of the purchase, the brain exits. Enter the AI shopping agent. The motivation driving the mass adoption of AI in commerce is not the pursuit of a "better" product. It is the urgent need for Cognitive Offloading - the outsourcing of mental effort to a machine. Algorithmic Appreciation To understand this behavioural shift, we must look at how our psychological relationship with technology is rewiring. Historically, we didn't trust machines to understand human... - Published: 2026-07-07 - Modified: 2026-07-08 - URL: https://brandgenetics.com/the-shopper-schism-how-to-win-in-the-business-to-algorithm-b2a-economy/ - Categories: Thought Leadership - Tags: Brand Genetics, human-centred innovation, Innovation, Insight, Market Research “By 2026, 40% of enterprise applications will embed autonomous AI agents, fundamentally shifting how products are searched, selected, and bought. ” (Gartner, 2026) The Death of the 'Eye-Level' Shelf In behavioural science, we know that Motivation alone does not change behaviour. You need the physical Opportunity (the environment) to enable it. For decades, the retail environment - a physical supermarket aisle or a digital e-commerce grid - was designed as a "hypernudge. " The architecture was built to catch the human eye. Brands spent billions fighting for the eye-level shelf, the end-cap display, and the top-of-page sponsored banner, relying on visual cues, packaging, and emotional brand promises to trigger a purchase. That environment is disappearing. We are witnessing the "Shopper Schism" - the separation of the Consumer (the entity who uses the product) from the Shopper (the entity who seeks out that product). As a result, the digital environment has transitioned from a Business-to-Consumer (B2C) model to a Business-to-Algorithm (B2A) model. In a B2A environment, human attention is no longer the first thing you are competing for. An AI shopping agent does not care about your artsy advertisement, your playful font or your packaging redesign. It operates on structured logic, performance history, and API compatibility. If your product cannot be "read" by an algorithm, your brand is functionally invisible. From Search to Goal-Oriented Commerce To understand this new structure, look at the evolution of retail search bars. Historically, consumers searched by keyword ("tortilla chips"). This required them to manually compare... - Published: 2026-07-07 - Modified: 2026-07-08 - URL: https://brandgenetics.com/the-new-psychological-literacy-calibrating-automation-bias/ - Categories: Thought Leadership - Tags: Behavioural Science, Brand Genetics, human-centred innovation, Innovation, Insight, Market Research While 64% of consumers plan to use AI shopping assistants, 54% feel forced to ‘double-check’ the AI’s work, highlighting a profound crisis of trust. ” (Gartner, 2026) The Capability to Constrain We have established that consumers are motivated to escape Choice Overload, and the digital environment has obliged by providing AI shopping agents. But a new behavioural tension has emerged. When you delegate a decision to a machine, you surrender your agency. If a consumer simply tells an AI, “buy the cheapest paper towels,” the AI will ruthlessly optimise for price. It won't care if the brand is environmentally unethical or if the paper is uncomfortably thin. This leads to a psychological trap known as Automation Bias - the tendency to blindly trust the machine's output because the alternative (thinking for yourself) is too exhausting. When Automation Bias takes over, the consumer doesn't just lose their preference; the brand loses its premium. If the AI is only optimising for logic, premium features like "sustainability" or "brand heritage" are stripped out of the equation. But consumers, particularly Gen Z, are fighting back. They are developing a new psychological Capability to survive the algorithm. They are learning to prompt for preference (Managed Agency). Navigating the Trust Cliff The modern consumer is highly paradoxical. They want the AI to do the heavy lifting of evaluation, but they are deeply suspicious of its motives. They are standing on the edge of the "AI Trust Cliff" - the sudden drop in consumer confidence that occurs... - Published: 2026-06-02 - Modified: 2026-07-04 - URL: https://brandgenetics.com/the-human-code-issue-3-decoding-the-dna-of-the-fifa-world-cup/ - Categories: Human Experience, Thought Leadership 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 to spreadsheet-think, dedicated to revealing the human motivations that unlock brand growth. Every month, we take a fresh look at a major behavioural shift and decode the psychology driving it. For our fourth edition, we are decoding the DNA of the FIFA World Cup and the new era of choosing stress. With the World Cup starting in a little over a week's time, marketers are already dusting off their traditional playbooks of "joy," "unity," and "celebration. " But the psychological reality of 2026 is very different. We are currently living through a state of chronic macro-stress; a messy, isolating "me-distress" that we cannot switch off. Ironically, rather than tuning out to relax, billions of fans will voluntarily opt in to the exhilarating, high-stakes tension of the tournament. Why? Because it offers a guaranteed resolution. Consumers are engaging in "benign masochism" – micro-dosing chosen stress in a safe environment to build resilience. If your brand is still trying to dampen the tension to sell joy, you will miss the underlying motive. The most successful brands recognise sport as an essential psychological relief valve and are looking for ways to facilitate the scream. Are you ready? Read below to find out... - Published: 2026-05-21 - Modified: 2026-05-21 - URL: https://brandgenetics.com/stop-selling-joy-decoding-the-tension-of-the-world-cup/ - Categories: Thought Leadership 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 American Psychological Association found that nearly three-quarters (73%) of adults are simply overwhelmed by the number of crises facing the world right now. So, when the FIFA World Cup (FWC) kicks off across North America in a few days time, why are we expected to sit back and enjoy a month of even more tension? Why would a stressed-out population opt into a tournament defined by jeopardy and last-minute heartbreak? The answer is counter-intuitive: In an unpredictable world, we seek out "Chosen Stress" to save our sanity. When we think of stress, it often carries a negative connotation. Work Stress, school stress, relationship stress. But from a psychological perspective, these are all examples of what we call distress. However, there is such a thing as positive stress and the FWC is the perfect eNabler of it. The Infrastructure of Intensity The FWC 2026 is not just another tournament. With 48 teams and a record 104 matches, the 2026 environment is an always-on "Tension Engine. " Yet, unlike the messy, open-ended distress of our daily lives, the World Cup is a catalyst for Eustress — positive, constructive stress. It is what makes sports so enjoyable to watch. It is time-bound, with clear rules and guaranteed resolution. When we watch, we experience a psychological "tunnel vision" that naturally... - Published: 2026-05-06 - Modified: 2026-05-06 - URL: https://brandgenetics.com/the-human-code-issue-3-decoding-the-dna-of-the-sovereign-single/ - Categories: Thought Leadership 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 to spreadsheet-think, dedicated to revealing the human motivations that unlock brand growth. Every month, we take a fresh look at a major behavioural shift and decode the psychology driving it. For our third edition, we are decoding the era of the uncompromised consumer. By 2030, almost half of all working-age women (25–44) will be single and childless. For decades, singlehood was viewed as a deficit; a temporary "waiting room" before the real milestones of marriage and mortgages. But that demographic conveyor belt is officially broken. We are witnessing a fundamental reorganization of how life is run. The impact is profound. We have entered the era of the 'Sovereign Single'. These consumers operate as the sole CEO, CFO, and COO of their own lives. They control 100% of their disposable income, but they also carry 100% of the cognitive and administrative load. If your brand treats them as just a demographic checkbox rather than a complex motivational reality, you will miss the mark. Are you ready? Read below to find out... - Published: 2026-05-04 - Modified: 2026-05-06 - URL: https://brandgenetics.com/decoding-the-dna-of-the-sovereign-single/ - Categories: Thought Leadership - Tags: Behavioural Science, human behaviour, human-centred innovation, Innovation, Insight, Market Research 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 norms and a refusal to compromise, being 'single' has evolved from being just a ‘phase’ to a new operating model for life. The shift is staggering, with 100 million more singles globally than expected. Yet, despite their growing numbers and zero-dependent wealth, the ‘Sovereign Single’ remains largely ignored by the industry. Brands are still marketing to a state of deficit, while these consumers are designing for a triumph of autonomy. To help brands move beyond the demographic tick-box, our latest report applies our proprietary DNA framework to decode the underlying psychology of the Sovereign Single. We reveal four core behavioural shifts every brand needs to understand: Zero-Compromise Consumption: Unlocking the ‘partner budget’ to self-gift without shame Scaffolding Independence: Using tech, tools, and UX to master the logistics of solo life Engineering Comfort: Curating the sanctuary for unapologetic ease and radical self-acceptance Unbundling Intimacy: Redistributing emotional needs across a trusted, 'chosen family' network Want to know what the rise of the Sovereign Single means for your brand? To explore how, and start creating a strategy for future-proofed growth, download the report below. Download our report here!   Get in touch today at hello@brandgenetics. com to find out how to win the most autonomous, uncompromising consumer in history, or sign-up below to get more of our latest thinking!   - Published: 2026-04-07 - Modified: 2026-04-07 - URL: https://brandgenetics.com/the-human-code-issue-2-decoding-the-dna-of-the-value-paradox/ - Categories: Thought Leadership 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 to spreadsheet-think, dedicated to revealing the human motivations that unlock brand growth. Every month, we take a fresh look at a major behavioural shift and decode the psychology driving it. For our second edition, we are decoding the era of split-personality spending. Right now, 84% of consumers rigorously pre-plan their shopping to stick to private-label basics, yet simultaneously over 1 in 4 admit to willingly sacrificing long-term goals to fund premium daily treats. The impact is profound. We have entered a true 'barbell economy' where consumers flock to the extremes of ultra-value and ultra-premium. If your brand relies on impulse or sits in the murky middle, the rules just changed. Are you ready? Read below to find out or click here to download the PDF... - Published: 2026-04-02 - Modified: 2026-04-02 - URL: https://brandgenetics.com/decoding-glp-1-a-brand-genetics-patientric-webinar/ - Categories: Thought Leadership 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... - Published: 2026-04-01 - Modified: 2026-04-01 - URL: https://brandgenetics.com/the-roi-of-sanity-why-the-8-chocolate-bar-is-an-emotional-bargain/ - Categories: Thought Leadership 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, and shaving pennies off their weekly essentials. Yet, in the exact same breath, these highly disciplined shoppers won’t hesitate to drop £8 on an artisanal chocolate bar or $4 on a premium functional soda. To a classical economist, this looks like madness. But at Brand Genetics we know this isn't irrational at all. It is a highly calculated response to a fundamental shift in human motivation. Historically, marketers have viewed "impulse buying" as a failure of willpower – a momentary lapse at the checkout till. But as we navigate 2026, the spontaneous impulse buy is dying out. In its place, we are seeing the rise of planned indulgence. While a modernized retail environment is eNabling easier trading down and consumers Ability to master their strict budgeting increases, the real story is what is Driving them. What is the deep psychological motivation pushing people to aggressively cut back in one aisle only to splurge in the next? The answer: Emotional survival. The Driver: The Search for Agency in a Polycrisis We are living through a period of chronic macro-stress. Inflation fatigue, geopolitical instability, and an always-on digital culture have left consumers emotionally depleted. When major life milestones – like buying a house, taking a lavish vacation, or securing a comfortable retirement – feel increasingly out of reach, the human brain seeks out immediate,... - Published: 2026-03-25 - Modified: 2026-03-25 - URL: https://brandgenetics.com/the-human-code-issue-1-decoding-the-dna-of-the-glp-1-revolution/ - Categories: Thought Leadership, Uncategorised 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 human behaviour. Welcome to the new Brand Genetics Newsletter - your monthly antidote to spreadsheet-think, dedicated to revealing the true human motivations that unlock brand growth. Every month, we will be taking a fresh look at a major behavioural shift and decode the psychology driving it, revealing the human motivations you need to unlock brand growth. Our first edition shares our expertise on GLP-1 (weight-loss drugs) . These act as a biological circuit breaker that chemically switches off the reward centres that drive craving. They allow users to bypass the ‘impulse’ phase of consumption entirely, making them much more than just the latest fad. The impact is already profound. Not only do people eat less food, they actively desire less dopamine-driven gratification. If your brand relies on volume, impulse, or indulgence, the rules just changed, and the ripple effects will hit every sector from healthcare to travel. Are you ready? Read below to find out, and click here for the high res version...     - Published: 2026-03-08 - Modified: 2026-03-09 - URL: https://brandgenetics.com/the-world-is-still-built-for-pairs-single-women-are-paying-the-hidden-penalty/ - Categories: Thought Leadership 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 single, and 75% haven’t actively tried to find a partner in the last 12 months. In other words: for many women, singlehood is no longer a waiting room for “real life” - it is real life. We’ve been exploring the psychology of this rise in singlehood which will be outlined in our upcoming report — The Sovereign Single: The Rise of the Uncompromised Consumer. Sign up below to be one of the first to receive it. But while culture is changing, many systems still aren’t. Across policy, finance, housing and everyday services, modern life still quietly assumes a household of two: shared income, shared labour, shared admin, shared backup. That leaves single women paying a hidden penalty and not just financially, but in mental load and emotional strain too. This social issue is a growing design blind spot for brands. It makes it expensive to be single – the big-ticket moments and the everyday ones too, for example: Many government policies still favour married couples in taxation, inheritance and benefits structures, effectively rewarding household coupling and shared risk. Mortgage underwriting and lending systems often favour dual-income households, meaning a single high earner may still be treated as a riskier proposition than a couple with the same combined income. In the UK, ONS analysis found that people living... - Published: 2025-12-09 - Modified: 2025-12-09 - URL: https://brandgenetics.com/seasons-greetings-from-brand-genetics-4/ - Categories: News 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 more human. To mark another year of decoding human behaviour, we've traded the office for the Big Top for our annual Where's Waldo-style explosion of colour, chaos and celebration. Hidden in the carnival bedlam are the members of the Brand Genetics team and the names of our wonderful clients who make the show possible. So grab a mince pie (or some popcorn) and see who you can spot amidst our winter extravaganza below! From everyone at Brand Genetics, we wish you a wonderful, restful festive break filled with a little bit of magic; and all the best for 2026! Download the high-res version here (And if you get stuck, the answers can be found here) - Published: 2025-12-09 - Modified: 2025-12-12 - URL: https://brandgenetics.com/decoding-the-dna-of-hinges-no-ordinary-love-swiping-right-to-the-power-of-real-stories/ - Categories: Thought Leadership, Uncategorised 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 extended family this holiday? ). We’re promised that technology will help us connect more easily than ever before. But for Gen Z, the reality looks very different. Over the past few years, young adults have shown less interest in dating and are spending far less on it than previous generations. And the very platforms designed to help them meet people aren’t inspiring any love stories either. Dating apps – once hailed as the frictionless path to your happily-ever-after – are now synonymous with fatigue. With 90% of Gen Z daters reportedly frustrated by endless swiping (Financial Times), and 80% of US college students foregoing them altogether (Wired), dissatisfaction has never been higher. All this, and the dating app marketing is still expected to go from $8. 5B to $17B in the next five years. The gap between market projection and young user’s sentiment has never been wider. Which brings us to Hinge – the star of today’s instalment of our Decoding the DNA of... series. Our Insights, Innovation & Strategy Consultant Karam Hansen uses the DNA model to explore how Hinge positions itself as the antidote to ‘swipe culture’ – tapping into daters’ desire for a slower, more intentional, more human connection in a world overwhelmed by fast-paced, profit-driven intentions. Swipe right for something real Hinge has... - Published: 2025-11-21 - Modified: 2025-11-24 - URL: https://brandgenetics.com/the-post-appetite-consumer-a-brand-genetics-briefing/ - Categories: Thought Leadership 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 this expanding audience is over. The Tsunami is Here For decades, the industry has operated on a simple premise: sell more. That model is breaking. The rapid adoption of GLP-1 medication is fundamentally rewiring the rules of consumption. This is a seismic shift that is projected to erase billions from balance sheets by 2030. But where there is disruption, there is opportunity. The consumer isn’t disappearing, but evolving, empowered by control, confidence and transformation. After undertaking proprietary research that puts real human experiences at the heart of the story, we have distilled the insight into a blueprint for success that is grounded in the Drivers, eNablers and Abilities of behaviour. What You Will Learn In this 60-minute briefing, we will be cutting through the media noise and shotgun statistics to shine a light on the development within deep human motivations that are driving this shift. We will provide a clear, honest look at the changing landscape and a practical guide to navigating it. To do so, this session will provide: The Casualty Report: A brutally honest audit of the landscape, and identifiers of which categories facing existential threats and which are primed for growth. Meet the “Revisionist”: Why your new customer is rejecting “healthier” tweaks to old products and demanding products that support their new identity. The... - Published: 2025-11-04 - Modified: 2025-11-04 - URL: https://brandgenetics.com/decoding-the-dna-of-pepsi-prebiotic-cola/ - Categories: Thought Leadership, Uncategorised 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 acquisition of Poppi, a prebiotic soda brand, for US$1. 95 bn in March 2025. The compound annual growth rate for this category has jumped from 5% in 2015-2020 to 8% between 2021-2025. The market, currently valued at US$150 billion, is projected to reach US$250 billion by 2030. So, what’s driving this surge? As people become increasingly health-conscious, they are making smarter choices about what they drink. They’re shifting away from classics like Pepsi Cola and gravitating toward beverages that do more for the body – whether that’s RTD protein drinks, CBD beverages, or options that support digestive health. In this instalment of our Decoding the DNA of... series, Associate Director Peter Sainthouse explores why PepsiCo’s bold leap into prebiotic beverages is such a landmark moment in the market... And why it makes perfect sense. A giant joins the prebiotic drinks category PepsiCo’s dive into prebiotic beverages is its first major cola innovation in 20 years, so a big change on the cola shelf. But it’s more than just a milestone; it comes at a moment when younger consumers are seeking healthier choices without compromising their lifestyle. How? They’ll get the best of both worlds: the classic Pepsi taste, paired with added gut health benefits. This prebiotic (not probiotic) cola is designed to support the good bacteria already in your body, with just 30 calories,... - Published: 2025-10-28 - Modified: 2025-11-21 - URL: https://brandgenetics.com/decoding-the-dna-of-weight-loss-drugs-glp-1s/ - Categories: Thought Leadership The end of impulse? How appetite drugs are redefining consumer choice GLP-1s are already having a profound impact on consumer behaviours, and it is a question of how - not if - they will continue to shape the market. By 2030 it is estimated that GLP-1 with have between 30-70 million global users, and 9% of the US population, who are consuming 15-40% fewer calories a day. This disrupts not only what people eat, but why and how. Good headway has been made for brands trying to navigate this evolving scenario from the quant perspective. However, at Brand Genetics we believed there was a real need for qualitative depth to ensure the human side of the story wasn't being forgotten. The result? 6 months of hard work has given us the deepest, richest and most human-centric lens of how the rise of GLP-1 is impacting the way people think about their relationship with consumption. Harnessing our proprietary DNA framework shone a light on the creation of a consumer mindset where self-control is the default and traditional cues for indulgence are failing. To learn more, download our snack-sized report!   Download   Want to know what the implications of GLP-1 could be for your brand? Or interested to know more about its current impact on the food & snacking, flavoured beverages or alcohol categories? Get in touch today! - Published: 2025-10-07 - Modified: 2026-06-19 - URL: https://brandgenetics.com/decoding-the-dna-of-grimy-havaianas-how-they-turned-a-meme-into-a-masterclass-in-cultural-fluency/ - Categories: DNA of Campaigns, Thought Leadership Since their launch in 1962, Havaianas has embodied Brazil’s spirit: casual, joyful, and unapologetically local. Originally designed as affordable footwear for the working class, their simple design and durable rubber soles became a staple across Brazilian society. Over time, Havaianas transcended class and geography, becoming a global fashion item while remaining deeply rooted in Brazilian identity, celebrating the country’s easy-going lifestyle, vibrant colours, and cultural pride. That same cultural authenticity continues to shape how the brand connects with its audience; recently proven through a playful renaming of a product that captured the internet’s attention. In the latest instalment of our Decoding the DNA of... series, we spoke to Lara Machado, Innovation and Insights Consultant at Brand Genetics in Brazil, to explore how Havaianas turned local humour into a viral triumph, leveraging cultural fluency, emotional resonance, and brand agility to deepen its connection with Brazilian consumers. The Background: From Footwear to Folklore In 2025, Havaianas did something that elevated their cultural relevance even further than before. They listened, adapted, and responded to a single joke. When the brand released to the public a buttercream-coloured flip-flop, Brazilian consumers didn’t see it as “neutral” or “trendy” as a global audience might... They saw something inherently familiar. They saw a resemblance to the colour of worn-out white sandals that turn grimy with use; a recognised item in their country, where flip-flops are made to last and often put to full use. Instead of resisting this comparison, Havaianas embraced and utilised it. They renamed the... - Published: 2025-08-14 - Modified: 2025-08-14 - URL: https://brandgenetics.com/decoding-the-dna-of-rhode-how-hailey-bieber-used-sensorial-marketing-to-glaze-a-million-dollar-brand/ - Categories: Thought Leadership At Brand Genetics, we know that the best brands don’t just sell products, they sell experiences. Following our deep dives into Starbuck’s code-switching success and Duolingo’s viral mischief, we’re now turning our lenses on Hailey Bieber’s skincare brand, Rhode. With playful sensorial marketing, Rhode has whipped up a storm in the beauty industry and beyond. In this piece, Rafaella Dhelomme, consultant at Brand Genetics, explores the DNA of Rhode’s branding success so far. From glazed donut skin to ‘strawberry’ girl aesthetics, Rhode stands out with emotional branding, food code storytelling, and sensorial seduction, in a skincare market ruled by science-backed claims and lab coats. It’s no surprise that E. L. F purchased the brand last month in a deal worth US$1 billion. Rhode’s sweet spot In the past few years, celebrities have been launching skincare brands left-right-and-centre. But what made Rhode such a success? The answer is sensorial marketing: they have leveraged food to relay to customers the feelings, experience, and association of the products – bringing skincare out of the lab and onto the menu. They ‘anchored’ the products to items we consume on a regular basis, such as a croissant, a latte, or a bowl of ice cream, to create associations. By adopting the visual language, emotional associations and sensory cues of desserts and sweets, Rhode has made skincare feel indulgent, comforting and craveable. They have crafted a brand experience that is emotionally seductive and visually delicious. They have product names like ‘Glazing Milk’ and ‘Vanilla Cake Tint’,... - Published: 2025-07-24 - Modified: 2025-07-24 - URL: https://brandgenetics.com/the-glp-1-effect-rethinking-demand-spaces-is-no-longer-optional/ - Categories: Thought Leadership GLP-1 is set to revolutionise the food and drink landscape, reshaping consumer motivations and altering routines, cravings, and nutritional needs. This seismic shift challenges traditional demand spaces, but also unlocks a golden opportunity for brands to gain a competitive edge by embracing fresh, innovative thinking. Discover how in this insightful article by our CEO, Tom Ellis, in collaboration with Quirks. - Published: 2025-07-02 - Modified: 2025-08-20 - URL: https://brandgenetics.com/decoding-the-dna-of-duolingo-what-every-brand-can-learn-from-a-green-owl-gone-viral/ - Categories: Thought Leadership Once an app for earnest language learners, Duolingo has become an unlikely cultural icon. Today, its mischievous green owl is more meme than mascot—popping up on TikTok, attending Charli XCX gigs, and even faking his own death (yes, really). That “Death of Duo” campaign racked up over 1. 7 billion impressions, equivalent to three high-performing Super Bowl spots. It had everyone talking—from celebrities to rival brands—and yet, it never lost sight of its real purpose: promoting daily language learning. For all its viral chaos, the campaign still pulled back to the product. With a passion for brands that break the mold Karam Hansen, our Insight, Innovation & Strategy Consultant, wanted to decode how Duolingo went from app to internet icon. “If you had told me five years ago that a little green bird would represent the gold standard in modern social media management, I would have been confused” says Karam “But today, Duolingo has mastered the art of capturing the public’s attention and continually generating viral moments across multiple platforms. In a marketing and advertising landscape flooded with content it’s refreshing to see a brand willing to have a unique voice. So, I wanted to take a closer look into Duolingo’s social media strategy and what other brands can learn from it. ” The Viral Bird with Bite: What Makes Duolingo Fly? By putting full trust in their social media team, finding a consistently authentic brand voice and centering, Duolingo carved a niche that keeps them top-of-mind. Engagement: When Flaws... - Published: 2025-07-02 - Modified: 2025-07-24 - URL: https://brandgenetics.com/bar-convent-brooklyn-25-4-strategic-takeaways-from-the-international-bar-beverage-trade-show/ - Categories: Forward Thinking, Thought Leadership We came, we saw, we sipped. While BCB London (previously Imbibe) has been a staple for Brand Genetics for many years, this year we headed to the cocktail capital of the world to get to the cutting edge! Long story short, you will have heard musings on an alcohol industry in decline, but what we found was a period of evolution and adaptation. A global representation of spirit brands, non-alcoholic alternatives, mixer beverages and bar staff made it out to Industry City in the warming Brooklyn June weather, and the lively atmosphere was just short of being its own party - the future is bright! Here are 4 key takeaways we learned from our trip to Bar Convent Brooklyn 2025. Furthering Flavor Horizons The most striking takeaway from the day was just how expansive flavor has become. On both demand (increasing consumer interest/ openness) and supply side (thank you Cannabis for catalyzing flavor extraction innovation) the door has been kicked wide open! Non-alcoholic brands like Curious Elixirs and Three Spirit are leading the charge with complex flavor profiles meant to satisfy those sitting out a round of cocktails. These brands have shaken up the sector by offering intricate flavor experiences that are decoupled from anchoring themselves in an alcoholic counterpart. Expect less anchoring in the known (e. g. alcohol free XYZ) and more proudly stand-alone flavor profiles! For example, Three Spirit offers products that ground themselves in moods—their “Livener” range combines watermelon, pomegranate, adaptogenic berries and different types of acidic... - Published: 2025-06-02 - Modified: 2025-08-20 - URL: https://brandgenetics.com/decoding-the-dna-of-starbucks-protein-coffee-how-code-switching-brewed-a-breakthrough/ - Categories: Thought Leadership In a market crowded with functional drinks and frothy claims, Starbucks has managed to stand out. Their Protein Coffee RTD (Ready-to-Drink) is more than just a new SKU; it’s a case study in brand evolution, behavioural insight, and smart innovation. Welcome to the first in our Decoding the DNA of... series – where we break down the behavioural science behind brands, innovations and campaigns that spark our curiosity. One of our Associate Directors, Peter Sainthouse, had his interest piqued by Starbucks’ Protein Coffee because: “from a Brand Genetics’ perspective, I was intrigued by how well Starbucks brought their Seattle roots into a whole new category. I also drink it, and I like it. So, the question is: what can other brands learn from this? ” Cracking the Code-Switching Launched in the UK in 2024, in collaboration with Arla, and expanded across EMEA in 2025, Starbucks’ Protein Coffee entered the growing RTD category as a beverage that blends Starbucks signature brew with 20g of protein, low-fat milk, and no added sugar. It comes in three flavours and caters to an audience seeking health benefits without sacrificing the ritual or caffeine rush. What makes it work? Code-switching: the strategic choice where a brand adopts the visual language, tone, or conventions of another category – without losing its core identity – to connect with a new audience or enter a new space. Starbucks has borrowed design cues, functional expectations, and category norms from the protein drink space – and overlaid its brand equity... - Published: 2024-12-12 - Modified: 2024-12-12 - URL: https://brandgenetics.com/seasons-greetings-from-brand-genetics-3/ - Categories: News Let's end 2024 with some Festive Fun! At Brand Genetics we don’t like boring Christmas Cards! A solitary robin on a holly branch - yawn! A snowman with a carrot for a nose - jog on! An unshaven overweight dude in red PJs - no thanks! What we like is a Where’s Waldo-style image showing a maximum amount of Christmas carnage. So grab a cuppa and a cookie and take a moment to see if you can spot your favourite BGers - and perhaps a few famous brands - amidst our Winter Wonderland scene below. From the whole Brand Genetics Team; we wish you an amazing festive break and all the very best for 2025! Download the pdf version here or the jpeg here. (and if you get stuck, the answers can be found here) - Published: 2024-11-29 - Modified: 2024-11-29 - URL: https://brandgenetics.com/what-men-want-and-how-to-give-it-to-them/ - Categories: Thought Leadership Here are some worrying facts for you: Did you know that only 7% of men globally relate to the depictions of masculinity they see in the media? (1) Equally, 80% of men agree that adverts influence gender stereotypes. (2) Put those two things together, and a picture emerges of brands promoting and propagating a negative and socially damaging depiction of men and masculinity. (3) However, when brands get it right, they reap the rewards and have a positive impact. For example, Dove Men+Care’s focus on self-care led to a 35% increase in market share within the men's grooming category. In the words of the Unstereotype Alliance: “Brands who portray men in a positive way significantly improve their results in brand equity, short-term sales and advertising impact” So, how can brands pivot their portrayals of men so they are more relatable and desirable? Our latest report, What Men Want, answers those questions and gives a practical approach that any brand can follow to make the necessary changes. Click here to access the report Campaign Asia – Changing masculinity: Is advertising doing enough to represent modern men Macho Survey Islentyeva, Anna & Zimmermann, Elisabeth. (2023). “Tall, Dark and Tasty”: Masculinity in Food and Beverage Advertising. Zeitschrift für Anglistik und Amerikanistik. 71. 265-292. 10. 1515/zaa-2023-2032. - Published: 2024-08-06 - Modified: 2024-12-06 - URL: https://brandgenetics.com/brand-genetics-announces-angel-investment-in-synthsight-ltd/ - Categories: News We’re excited to announce our angel investment in Synthsight Ltd, a London-based AI startup specialising in research technology (Res-Tech SaaS). Brand Genetics has committed substantial seed funding in exchange for a significant equity stake in Synthsight Ltd. This investment will support Synthsight’s mission to develop AI digital workers, or “Synths,” for the research industry. These Synths, with expert research skills, are designed to work as salaried research assistants alongside human researchers. Synthsight’s vision is to become the “Manpower of AI”, leading the new global market in staffing ‘AI employees’ for organisations. With early prototypes already placed in industry, and a collaboration with a top university planned, Synthsight hopes to transform the research industry. As part of this agreement, Brand Genetics CEO Tom Ellis will join Synthsight’s board as a director, providing strategic guidance as they prepare for their initial launch and commercialisation. We are proud to support Synthsight in their journey to redefine the future of research with AI. Stay tuned for updates! - Published: 2024-04-15 - Modified: 2024-05-17 - URL: https://brandgenetics.com/revealing-the-why-behind-the-buy/ - Categories: Thought Leadership - Tags: premium Why do people buy the things they do? It’s not always easy to know the true reasons why someone chooses brand A over brand B. Is it price or the position on the shelf? Is it a specific feature or a memorable advertisement? Or is it something else, something the person isn’t even aware of? 95% of motivation is subconscious yet studies show that when brands match the motivations of consumers, they are more likely to grow. So how do you tap into something that people aren’t aware of? In our new report “Revealing the ‘Why’ Behind the Buy” we show to catalyse brand growth through motive-matching and reveal consumers’ hidden motivations. With over 25 years of experience in consumer research and behavioural science, we are experts in the consumer motivations that can drive purchase decisions. This report will: Outline the principles and science behind motive matching Show the importance of the subconscious in our decision making process Show you 4 steps brands can follow to reveal consumers' hidden motivations Show you how to "supercharge" the process by using Lexi - BG's very own AI psychoanalyst So, is your brand to get to the 'why' behind the buy and catalyse growth? Download our report today! - Published: 2024-01-26 - Modified: 2024-04-15 - URL: https://brandgenetics.com/cheers-%e5%b9%b2%e6%9d%af-alcohol-premiumisation-in-china-the-spirit-round/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. Cheers! 干杯! Alcohol is going premium in China: Spirits State of Play - Spirits Like beer , the spirits category is changing rapidly in China, albeit in a different context. Baijiu, a liquor distilled from sorghum, has strong cultural significance in China, and remains the most popular spirit in the market. The liquor is often synonymous with the luxury baijiu brands Kweichow Moutai and Wuliangye which consistently rank highly in the world’s most valuable spirits owing to the reputation of the brands as opulent gifts consumed in the most formal occasions such as business dinners and state banquets. It’s worth noting many perceive baijiu to be a men’s drink, given these consumptions occasions as well as its high ABV (typically between 35% and 60%) and resulting strong taste. In recent years, this prestigious image of baijiu has only fuelled the desire for lighter and more modern spirits that remain premium... - Published: 2024-01-19 - Modified: 2024-01-19 - URL: https://brandgenetics.com/cheers-%e5%b9%b2%e6%9d%af-alcohol-is-going-premium-in-china-the-beer-round/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. Cheers! 干杯! Alcohol is going premium in China: The Beer Round If you’ve read any of our Middle Kingdom pieces, you’ll know by now that China’s middle class is growing rapidly, and their consumption habits are becoming ever-more discerning (read more on Rational Spending here). As the largest beer market in the world, it’s no surprise to see increased spending power translate into a desire for unique and premium propositions across beer in China. State of Play - Beer Domestic ‘macro’-producers CR Snow and Tsingtao currently hold the most market share with 23. 2% and 16. 4% respectively with the regional arm of AB InBev, Budweiser APAC (and its 50 brands) following closely behind at 16. 2% (2021). These producers predominantly brew the light lagers that have long been the preferred flavour profile in China. As the market matures and consumers search for novel drinking experiences, producers have begun turning... - Published: 2023-12-14 - Modified: 2023-12-14 - URL: https://brandgenetics.com/seasons-greetings-from-brand-genetics-2/ - Categories: News At BG, we take the Festive Season very seriously! ! This year we were so determined to improve our Christmas card effort that we started planning in February! ! As a distraction from year-end deadlines and festive hangovers, see if you can find your favourite BG team members - and perhaps a few famous brands - amidst our Where’s Wally/Waldo-style Olympic scene below. Warning: Clients have missed deadlines as a result of playing this game, so guidance is advised! Have an amazing festive break and all the very best for 2024 Download the pdf here or the jpeg here (and if you get stuck, the answers can be found here) - Published: 2023-11-10 - Modified: 2023-11-13 - URL: https://brandgenetics.com/traditional-chinese-medicine-finding-the-perfect-qi-for-your-health-and-wellness-brand/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. The Power of Traditional Chinese Medicine Modern medicine has long been established in China but the influence of Traditional Chinese Medicine (TCM) remains ingrained in Chinese culture and has even become a powerful export to the West - Guasha anyone? The foundational principles of TCM are based on maintaining ‘qi’ (loosely translated as ‘life energy’ or ‘life force’) by ensuring balance within the body between the two opposing energies that make up all of life - Yin and Yang. Yin energy comes from the Earth and is moist and cooling, whereas Yang energy comes down from the sky is warm and invigorating. According to these principles, illness is caused by poor qi i. e. an internal imbalance of Yin and Yang. TCM focuses on restoring the balance from within, targeting the root cause of illness and encompassing overall wellbeing compared to “symptom-focused” modern medicine. Historically, restoring the internal balance of... - Published: 2023-09-20 - Modified: 2023-11-10 - URL: https://brandgenetics.com/rational-spending-china-changing-middle-class/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. The Drive for Better Value and Quality Among China’s Rising Middle Class China’s middle class is expanding, with the population expected to reach 500 million by 2030 according to a 2021 report by Bain & Company. While their disposable income and purchasing power are increasing, economic pressure and living through COVID has impacted consumer behaviour – spending money frivolously is no longer considered a marker for rising quality of life. Instead, middle-class consumers are becoming more critical and thoughtful with their purchases by putting more time and effort into finding better quality and better value products and getting smarter about where they buy. This trend of more rational spending is not about getting the cheapest product but ensuring that when shoppers do spend money, it’s worth it! While international brands were previously perceived as higher quality due to more stringent regulatory standards in foreign markets (particularly for FMCG and cosmetics),... - Published: 2023-09-15 - Modified: 2023-09-18 - URL: https://brandgenetics.com/reassuringly-expensive-how-to-win-in-premium/ - Categories: Forward Thinking Is your brand looking to win with consumers in the competitive world of premium offerings? Sign up now for unique and evidence-based insight from brand leaders who have built and sustained premium brands. Hosted by our CEO and premium guru Tom Ellis, we will be joined by Tim Ovadia (VP Stella Artois) and Kate Berski (Author and Co-founder Curlsmith). With consumers' appetite for those elevated products and experiences stronger than ever, brands across the globe are increasingly competing to win (or defend) their share of the premium dollar. Yet perceptions of premium are changing, therefore having your finger on the pulse of this evolving landscape is key to brand success. Easy to say, but very hard to do! This session will deliver tangible insight, and bring to life: Behavioural science foundations – unpacking the underlying motivations that brands should be tapping into to drive behaviour, alongside best-in-class examples New and emerging codes – how has the premium landscape changed, what are the new dynamics & expressions that brand managers need to be aware of Watchouts and lessons learnt – what advice does our panel have for other brands looking to thrive in this space Q&A – an opportunity to put your question directly to our panel of experts Join us for a live conversation between three leaders who have operated across the premium landscape, from maintaining a premium global brand to creating and scaling one. Sign up today to supercharge your insight into what it takes to win in premium!... - Published: 2023-08-15 - Modified: 2024-04-15 - URL: https://brandgenetics.com/reassuringly-expensive-the-hidden-consumer-motivations-driving-premium-perceptions/ - Categories: Thought Leadership - Tags: premium Want to understand what motivates consumers' perceptions of premium? Despite economic uncertainty and a global pandemic, the premium market has not just bucked the trend, but continued to grow! Premium purchases consistently make it to the top of consumer wish lists and consumption habits, from big-ticket items to up-trading on everyday purchases. Opportunities within the premium landscape have never been more lucrative, so understanding consumers' motivations is vital to executing your premium strategy with rigour and success. With over 25 years of experience, we have unearthed 5 hidden consumer motivations that drive premium perceptions. This report will: Outline the 5 consumer motivations that drive premium perceptions Unpack what they could mean for your brand Deliver best-in-class examples (both dominant and disruptive) of brands that are winning in premium – so that you can learn from the best! So, is your brand looking to win within the premium landscape? Download our report today! - Published: 2023-07-19 - Modified: 2023-07-19 - URL: https://brandgenetics.com/the-imbibe-speed-read-2023/ - Categories: Uncategorised Imbibe continues to be one of the highlights of the UK alcohol innovation calendar. A prime chance to see new arrivals and the focus of importers, distributors, and brands alike. Couldn’t make it? Fear not, as always, Brand Genetics was on the ground trend hunting and here is the speed read of the hottest picks of the day: Functionality continues to evolve as a spectrum. Consumers continue to seek more flexibility & variety in drinking moments (both elevation and relaxation). So what? On one hand, this can bring success doubling down on owning a single moment – trading versatility for optimisation. For example, Sollasa focusing on “the perfect partnership with Indian Cuisine” On the other, this has created further opportunities for no/ low and alt – where producers are waking up to the fact that, to win, it is about a lot more than stripping out the booze! Cue a raft of ‘mood management’ innovations. CBD brands such as Mola have seen growth in both boosting no/low & supercharging full strength cocktails (no wonder with a +14. 9% yoy rise in the value of cocktails according to CGA). Finally, alongside the buzz of CBD, nootropic brands such as impossibrew and Sentia remain hot topic for alternative kicks with fewer downsides the next day. Premium isn’t the full party As both consumers and the trade try to adapt to the ongoing cost of living pressures by ‘rationalising drinks ranges’ the rush to premiumisation seems to have calmed a little. Who is... - Published: 2023-06-06 - Modified: 2023-11-10 - URL: https://brandgenetics.com/the-rise-of-the-silver-economy/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. The Rise of the Silver Economy In the late 1980s, China’s infamous ‘one-child policy’ was implemented in a bid to slow population growth, boost the national economy, and improve people’s standard of living. With China now a global superpower, there is little argument against the policy achieving its objectives, however, the country is now facing a declining and rapidly ageing population. By 2050, the number of over 60s is expected to rise to more than 485 million, making up almost 35% of the Chinese population. Social and economic challenges aside, the growing ‘silver generation’ presents a whole new set of distinct purchase behaviours for brands to tap into – with an expected purchasing power of RMB 61 trillion by 2050. In 2020, the Chinese government published its 14th Five-Year Plan that included a section prioritising the well-being of elderly people by ‘vigorously developing the silver economy. ’ Large investments are... - Published: 2023-03-17 - Modified: 2023-11-10 - URL: https://brandgenetics.com/collectivism-in-china/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. Understanding China: Collectivism vs Individualism There may be a huge opportunity for international brands in China but investment in this competitive market doesn’t come without risk and a lack of cultural understanding is a surefire way to fail. With hundreds of competitors vying for a piece of the pie, the market is fast, and the consumers are quick to criticise so it’s essential to get familiar with the Chinese way of thinking and adapt your brand, products & comms to the Chinese audience. One of the first steps to understanding Chinese consumers is understanding the collectivism that drives their behaviour. Contrary to the West, where society is focused on individual gain, modern Chinese culture has developed from Confucianism (among other philosophies) which places the gains of the group - be it family, society, or country - ahead of the individual. Through the lens of collectivism, we as individualistic Westerners can... - Published: 2023-03-17 - Modified: 2023-11-10 - URL: https://brandgenetics.com/exploring-chinas-city-tiers/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. Exploring China’s different city tiers China is a vast country covering an area of approximately 9. 6 million sq km and harbouring a population of 1. 402 billion people (2021). Given this immense scale and the diversity within it, it is impossible to approach the country as a single unified market. The city-tier classification is one tool that businesses, analysts and even Chinese people themselves use to navigate the 613 cities that exist in China. It's worth noting that the tier system is not officially recognised by the Chinese government (unlike city clusters), therefore there are no official criteria that determine which city fits into which tier. However, the consensus is that the classification of a city into four different tiers is based on three factors: GDP, population & political administration. See below for a breakdown of the different tiers: If we were to classify some British cities by the... - Published: 2023-03-17 - Modified: 2023-11-10 - URL: https://brandgenetics.com/introduction-to-chinas-super-apps/ - Categories: Country Insights Welcome to the Middle Kindom The Chinese name of China is 中国 (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in relative isolation from the rest of the world, separated by the Himalayan mountains in the southwest, the Gobi Desert to the north and the Pacific Ocean to the east. As such, Chinese people assumed they were at the centre of the world, and aptly named their country the ‘Middle Kingdom. ’ Our goal in this blog is to provide everyone with bite-sized insights into China’s Culture, Customs, and Consumers. The Great Firewall The internet has been censored in China since its arrival in the country in 1994. The ‘Great Firewall’ (nicknamed in reference to the real Great Wall of China) is arguably the most sophisticated censorship system in the world, controlling internet access for more than 1 billion Chinese netizens (internet citizens). Several of the foreign websites and content providers international brands use to interact with their customers in the rest of the world are blocked in China, replaced by a whole set of alternative Chinese websites, apps & behaviours that international brands need to familiarise themselves with if they want to get in front of the Chinese consumer. See below for a non-exhaustive list of blocked sites in China: It’s worth mentioning that as of Dec 2022, internet penetration in China is 75. 6% of the population (a whopping 1,067 million people), with 99. 6% of internet users... - Published: 2023-03-03 - Modified: 2024-04-15 - URL: https://brandgenetics.com/champions-amidst-crisis-10-ways-consumers-respond-to-economic-pressures-and-what-brands-should-do-about-it/ - Categories: Thought Leadership Rising costs, change and eroding consumer confidence. It’s not easy out there! The global pandemic rattled the world, and the economic aftermath continues to batter consumers. Combined with a year of strikes, shortages and war, many countries are facing a cost-of-living crisis. This can be just as challenging for producers, product owners and businesses as it is for customers. Brands can quickly become heroes or villains as consumers look for support in these times of need. Ultimately, how businesses and brands navigate this period will be a defining factor in market dynamics and ongoing success. Your secret weapon? Behavioural science. In this report you will learn: The 10 consumer behaviours that past shocks suggest you are likely to see more of in 2023 The ‘so what’ for brands trying to navigate the turbulence. Click here to download today and start to shape your future strategy for becoming a champion admits crisis! - Published: 2023-02-17 - Modified: 2023-02-20 - URL: https://brandgenetics.com/winning-with-fans-how-brands-can-harness-the-power-of-sports-fan-motivations/ - Categories: Forward Thinking Over 1. 1 billion people watched the last Fifa World Cup Final. Far eclipsing the 206 million daily twitter users or 530 million who watched man's first step on the moon. This creates a significant challenge for business – with record audiences, comes record levels of noise, competition, and barriers to cut through. The World Cup holds almost as much focus, promise and appeal for brands as it does for players. So how can companies cut-through the noise to land meaningful interactions with fans around the world? During last year's 2022 tournament, we ran an independent, global research study to find out the answer! Our latest report contains: A rich understanding of the motivations driving sports fan behaviour An in-depth look at how these motivations came to life throughout the build-up, in-the-moment of match day and post-match. A series of best-in-class highlights from brands which aligned to the 8 fan motivations at the 2022 Fifa World Cup. Download the report top line and get in touch today to walk through the full report Are you looking to unlock the power of motivations to drive brand growth? Look no further! - Published: 2022-07-26 - Modified: 2022-07-27 - URL: https://brandgenetics.com/speed-summary-engaged-designing-for-behavior-change/ - Categories: Speed Summaries Engaged: Designing for Behavior ChangeAuthor: Amy BucherPublisher: Rosenfeld MediaPublication: 2020 What's the secret to innovation success? Design for people's future self. People will spend a considerable amount of time, energy and money on products and services when they support personal goals, including the person they want to become. That's a key takeout from Engaged: Designing for Behaviour Change by psychologist and behavioural scientist Dr Amy Bucher. Nudges not required Engaged is a concise, clear and compelling primer on how to use behavioural science to design better products and services. Engaged stands out from the slew of recent business books on applied behavioural science because it doesn't rehash morally questionable techniques that involve 'nudging' (read gaming, duping, manipulating) people to buy by exploiting human irrationality. Instead of plundering cognitive psychology for mind tricks, Engaged uses motivational psychology to provide an arguably more ethical approach to behaviour change. Motivation is our mental drive that energises and directs our behaviour, or in the book's terms, motivation is 'desire with velocity'. Motivation is what moves us act, turning 'wanting' into action, and is a prerequisite for both behaviour and behaviour change. The central tenet of Engaged is that businesses need to align their products and services with the things that motivate their customers. But what motivates people? Motivational psychology has moved on since the days of Maslow and Freud, and you'll find scarce reference in Engaged to ancient pyramids or the Freudian unconscious. Instead, the book draws on two key insights from contemporary science-backed motivational... - Published: 2022-06-22 - Modified: 2022-07-25 - URL: https://brandgenetics.com/breaching-the-void-trust-in-the-age-of-mistrust/ - Categories: Forward Thinking Advertising without trust is just noise. Innovation without trust is obsolete. A brand without trust is just a commodity. Yet we find ourselves on a trust tightrope, a dangerous place for a brand to be given that the OECD claims it’s the only variable linked to economic growth In our latest report: A look at why trust is so important to brands, why it drives both growth and human wellbeing! We unpack what makes some brands more trustworthy than others, with examples from P&G, Sainsburys, Max Factor and more Tangible guidance on what your brand can do to build or recover trust! Download your copy today. Are you looking to build greater trust with consumers, unlock loyalty and drive growth? Or more seriously, is your brand facing a trust crisis? Look no further! - Published: 2022-04-08 - Modified: 2022-04-08 - URL: https://brandgenetics.com/speed-summary-world-happiness-report-2022/ - Categories: Speed Summaries World Happiness Report 2022Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and Shun WangPublisher: UN Sustainable Development Solutions NetworkPublication: 2022 War in Europe is devastating lives and livelihoods, but the latest World Happiness Report reveals the path to a brighter future, with key insights for consumer brands. It might seem incongruous to publish a report on human happiness in 2022, as the world counts the costs of a global pandemic and witnesses the breakout of war in Europe. Combine war and disease with extreme weather events and a looming economic crisis, and happiness may be the last thing on many minds right now. But this tenth edition of the UN’s annual World Happiness Report (WHR) is a bright spot in dark times. It's a bright spot because it offers three particularly useful insights into how to promote human wellbeing and welfare and, by implication in the world of marketing, how brands can help make a positive difference in people's lives today. Based on a global survey of 119 countries, with 1000-3000 participants per country, the WHR famously ranks countries by the happiness of its citizens, which is defined in terms of experiencing life positively. As usual, Northern European countries come out top, with Finland, Denmark, Iceland, Switzerland, and the Netherlands being the countries where you’ll find the most happiness. This year, the US comes in at 16th, the UK at 17th and Brazil at 38th. At the bottom of the list, you’ll find war-torn... - Published: 2022-02-25 - Modified: 2022-02-25 - URL: https://brandgenetics.com/bold-brave-and-behavioral-science-champion-the-human-face-behind-brand-genetics-north-america/ - Categories: News A good apple lands back in The Big Apple, as we open our doors to a new era and a permanent home in North America. The office will be led by Liz Thompson - Neuroscience graduate from Duke University, human behavior fanatic and now (once again) a Brooklyn resident. To mark the grand opening of Brand Genetics’ New York office, we sat down with Liz to lift the lid on what makes her tick... So how was it that you started in the world of Brand Strategy? My biggest passion has always been understanding why we (as humans) do what we do, and why we DON’T do what we don’t do. So Brand Strategy seemed like an exciting way to apply my skills in research and analysis, as well as my fascination with people and behavior, but in a totally new and more relatable way. It also gave me a way to tap into my creative side again – as a kid, I was constantly creating: drawing, sculpting, writing, painting, playing music. What initially got you excited about the world of Insight and Innovation? After about 5 years in Brand Strategy, I realized I was missing that real research side of things, and I wanted to do more innovation as well. It seemed like an even bigger opportunity to apply my love and passion for understanding people and behavior – things that I could more easily see, experience and experiment with first-hand, compared with academic research or working in traditional... - Published: 2022-01-18 - Modified: 2023-11-23 - URL: https://brandgenetics.com/how-to-unlock-brand-growth-using-the-hidden-motives-that-drive-consumer-behaviour%e2%80%a8/ - Categories: Forward Thinking Motivation is the drive that moves people to act. For brands, this means no motivation, no growth because no one buys. No matter how many needs we address, hopes we appeal to, or incentives and benefits we offer, without motivation nothing happens. After decades of neglect, the recognition that motivation is a core driver of behaviour is a central insight of contemporary behavioural science. Motivation - and motivational research - are now returning to the heart of marketing. At Brand Genetics, we are specialists in understanding consumer motivations and applying this to drive brand growth – with that in mind we have produced our latest report, which you can download today. In the report we: Offer a human-first approach to marketing, helping companies to avoid being buffeted by the winds of change and instead focus on sustainable long-term growth Break down the Motivational Matrix, which helps brand owners navigate the hidden, higher-order goals that also motivate buyer behaviour. Explores each of the 9 motivations brands can tap into to differentiate from the competition and drive sales. Give tangible, real-life success stories that exemplify how businesses can utilise each of these 9 motivations! How are brands using this tool to drive growth: Rewatch our webinar here, with an expert panel of Liz Thompson (Head of BG North America), Paul Marsden (Consumer psychologist), Molly Hayes (Global Senior Director of Growth, Foresight & Innovation Insights, Mars) and Caitlin Partridge (Global Marketing Director – Mike's, ABinBev) - as we bring to life the motivations... - Published: 2022-01-05 - Modified: 2022-01-18 - URL: https://brandgenetics.com/our-must-read-books-for-brand-leaders/ - Categories: Speed Summaries Welcome to 2022! As we enter the new year, many are focusing on new goals and ambitions for themselves, their brands, and their businesses. To help you get into your stride, it felt like an appropriate time to revisit the Brand Genetics booklist and cherry-pick a few of our favourites which are especially relevant to the year ahead. Amidst the ongoing threat of the pandemic and continued digital disruption it is very easy to get distracted by all the changes happening around us! However, sustainable brand growth is more often based on the fundamentals, which do not. Our selection is designed to help leaders focus on the constancy of human nature in the face of unpredictability and change and capitalise on 2022 by thinking more ‘human-first’. Not got time to read all 4? Fear not, we have included speed summaries for each one! For brand storytellers we recommend: SAPIENS In today’s fast-paced and digitally-driven society, humanity is becoming the new premium and brands cannot afford to be faceless entities. To survive, brands need to think human-first and engage with consumers on a deeper level. Yuval Noah Harari says that What sets humans apart from other species is our ability to make myths – to use imagination and language to create and communicate new worlds, alternatives, and possibilities. The importance of shared myths is what enabled us to cooperate, organise at scale, and essentially dominate the world. Brands are Powerful Myths. Take Peugeot as an example, it doesn’t exist in the... - Published: 2021-09-27 - Modified: 2021-10-25 - URL: https://brandgenetics.com/its-time-to-upgrade-your-innovations-with-the-jtbd-framework/ - Categories: Uncategorised Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help! Yet, too often innovators find themselves detached from the consumer reality and struggle to add real value to either the customer or the bottom line. Testament to this, studies show that over 80% of NPD launches fail within the first year. To address this challenge, we have revisited the Jobs to be Done framework (JTBD) and distilled the theory into 12 practical tips for doing better JTBD research – and, by extension, delivering superior, successful innovations. Why should you choose JTBD when it comes to identifying demand spaces? Based on the metaphor that innovations are ‘help for hire’, we’ve found a JTBD mindset to be particularly powerful when it comes to identifying untapped demand spaces for our clients. When you see innovation in terms of upgrading people rather than products, a whole new world of opportunity emerges. So, let’s cover the basics. What’s with the ‘jobs’ metaphor and what are ‘JTBD’? A consumer ‘job’ is simply a task with a purpose or goal. And a job-to-be-done is simply a job that has yet to be completed. Pushing the ‘job’ metaphor harder, people ’hire’ innovations to help get ‘jobs’ done. From this ‘functionalist’ JTBD perspective, innovations are simply ‘help for hire’. People have all sorts of jobs to be done in their lives, and consumer demand comes from jobs that have yet to be satisfactorily completed. The... - Published: 2021-04-21 - Modified: 2021-07-06 - URL: https://brandgenetics.com/marketing-a-difference-a-brand-owners-guide-to-motivating-sustainable-choices/ - Categories: Forward Thinking   Encouraging buyers to put the planet first and make more sustainable choices has never been more important - yet often marketers struggle to channel good intentions into sustainable actions. We are here to help. Our guide focuses on harnessing the motivational M of the COM-B model to shift behaviour. We are moving away from the ineffective ‘green nudge’ school of thought, to give marketeers 12 scientifically validated motivations to tap into, so that they can better address the ‘attitude-behaviour’ gap between the sustainable options that people say they want, and what they actually do     Click the download button above to get your copy of the report. Want more? At Brand Genetics, we believe in the power and promise of human motivation to change the world for good so when it comes to sustainability, we’re motivated to be part of the change. So if you feel we can help your brand or business, do get in touch. We would be delighted to help you put motivation back into the marketing mix. - Published: 2021-03-31 - Modified: 2021-03-31 - URL: https://brandgenetics.com/speed-summary-world-happiness-report-2021/ - Categories: Speed Summaries World Happiness Report 2021Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and Shun WangPublisher: UN Sustainable Development Solutions NetworkPublication: 2021 Humans are a remarkably resilient species.   Astonishing human resilience. That’s the central takeaway of latest 2021 edition of the UN-sponsored World Happiness Report (WHR). Published on World Happiness Day (March 20th), the ninth annual edition of the World Happiness Report found that we were just as likely to experience and evaluate our lives positively as we were in 2019.   Specifically, the global study, based on 100,000 participants from 95 nations around the world in 2020, found that human happiness as measured by life-satisfaction and the experience of positive emotions was unchanged from 2019. Human Resilience Resilience, which is our ability to adapt to difficult or challenging life experiences using mental, emotional and behavioural flexibility, is a remarkable human strength. And the WHR 2021 report shows that human happiness is remarkably resilient. For researchers of happiness, or ‘subjective wellbeing’ as it is known in the trade, this may not be surprising. Big life events, and changes, whether positive or negative, are noted for their smaller than expected impact on our baseline level of happiness. But given the size and scale of the global pandemic crisis that has infected 2% of the entire human race and resulting in a 4% jump in global deaths, along with untold illness, grief, stress, uncertainty, anxiety and loss, it seems odd that we remained just as happy in... - Published: 2021-03-01 - Modified: 2021-03-12 - URL: https://brandgenetics.com/webinar-the-laws-of-human-nature-every-brand-needs-to-know/ - Categories: Forward Thinking Are you missing the big picture? Humans are hardwired to pay attention to the new, the different or the unusual, so in turbulent times it’s tempting to focus on what’s changing in the world. However, by following this path you and your businesses may be leaving the bigger opportunities on the table! At Brand Genetics, we believe that seeing the world ‘human-first’ is key to solving complex challenges. We look at these through the lens of human nature, because while technologies, businesses and markets change, human nature remains constant. In this webinar we help you reframe your thinking! In the video below we discuss some of the key laws of human nature from our latest insight report (which you can also download above), alongside what this means for your marketing, brand strategies and your business as a whole. Dr Paul Marsden (consumer psychologist and expert in human behaviour) will be in conversation with two members from the Brand Genetics Director team, Cliff Fawcett and Liz Thompson. The panel will explore each of the laws, brought to life with examples to illustrate why it is important for brands and why is of particular importance now, given the climate we find ourselves in. The team will also take questions from the audience. - Published: 2021-01-25 - Modified: 2021-01-25 - URL: https://brandgenetics.com/insight-report-the-laws-of-human-nature/ - Categories: Forward Thinking Humans are hardwired to pay attention to the new, the different or the unusual, so in turbulent times it’s tempting to focus on what’s changing in the world. However, by following this path you and your businesses may be leaving the bigger opportunities on the table! The smarter move is to ensure you understand the immutable elements - those things that are stable over time. These are the real foundations for strong brands & sustained growth. At Brand Genetics, we believe that seeing the world ‘human-first’ is key to solving complex challenges. We look at these through the lens of human nature, because while technologies, businesses and markets change, human nature remains constant. Our latest insight report focuses on 7 key laws, inspired by Robert Greene’s ‘The Laws of Human Nature’ (winner of the International Business Book Award, 2019) and supported by other sources. We also break down examples of how these insights can be applied to the world of marketing, innovation and strategy to inspire new thinking in your organisation. Understanding these laws – and how human nature shapes our choices and decisions – can help you see through the fog of change to better understand your consumers and ultimately chart a clearer course to business growth. Click here to download your copy of the report - Published: 2020-10-12 - Modified: 2021-12-20 - URL: https://brandgenetics.com/10-seminal-books-and-their-speed-summaries-for-a-deep-insight-into-human-nature-and-consumer-behaviour/ - Categories: Speed Summaries During times that are uncertain and dynamic, it is tempting to focus on what’s changed and what’s changing. But counter-intuitively it is more worthwhile to understand what is likely to remain constant. This is how we try and structure our thinking here at Brand Genetics - focusing on the fundamental human truth behind an insight. Or as Jeff Bezos put it: “I frequently get the question: ‘What's going to change in the next 10 years? ’ That’s a very interesting question and a very common one. I almost never get the question: ‘What's not going to change in the next 10 years? ' And I submit to you that that second question is actually the more important of the two – because you can build a business strategy around the things that are stable in time. ” To help you change the way you think about insight and innovation we’ve selected 10 seminal books that each reveal a deep insight into human nature and the foundational truths that drive our behaviour. Plus, since we are all short of time, we’ve created 3min speed summaries capturing the key learnings from each. These deep human insights are applicable across cultures, demographics, guaranteed to be "pandemic resistant" and make a great foundation on which to build long term brand and business strategies despite an ever-changing context. Happy reading! #1: Sapiens What does it mean to be human? In a sweeping narrative spanning two and a half million years of human evolution, Yuval Noah... - Published: 2020-10-07 - Modified: 2020-10-23 - URL: https://brandgenetics.com/three-steps-to-thinking-human-first-for-tech-service-designers/ - Categories: Forward Thinking “We don’t just use a digital product or service, we feel it. More and more, in moments of frustration, joy, curiosity, or surprise, we turn to technology to help, enhance, or share our experiences. In this way, we connect to digital. ” - IDEO on Prototyping for Digital Experiences Thanks to the proliferation and expansion of technology, we have seen an explosion of service-based industries and product-service hybrids that we rely on daily. From banking to healthcare to shopping to exercise -- everywhere you look, there is service design at play. This is becoming even more true as the impact of Covid accelerates the adoption and integration of technology into our lives. But in this increasingly ‘liquid’ world -- where behaviour, needs and habits are ever evolving -- the products and services we design need to be ever smarter and better crafted in order to seamlessly fit into our days, build trust or stand out as remarkable moments in our lives. Indeed, a lack of empathic service design can have numerous business consequences: smaller spend, less loyalty, fewer conversions and reduced repeat purchases. While the global pandemic has brought many challenges for businesses, nations and society as a whole, it has also presented us with a unique opportunity for self-reflection and post-traumatic growth. Now is the perfect time to take stock and re-evaluate the service elements of your brand and business as ensuring your service is based on real consumer insight can mean the difference between success and failure. .... - Published: 2020-08-05 - Modified: 2020-07-29 - URL: https://brandgenetics.com/aislamiento-social-privilegio-de-pocos/ - Categories: Sin categorizar Las semanas van pasando y la estrategia sigue siendo la misma: mientras persista la amenaza de la COVID-19, el aislamiento social es la forma más eficaz de protegernos. Gran parte de las personas aún sigue a rajatabla esa orientación, pero para muchas otras resulta imposible. En países en vías de desarrollo, como Brasil, si durante la cuarentena tu preocupación es elegir qué película ver en Netflix o decidir cuál es el mejor curso en línea, ¡eres un privilegiado! La triste realidad del país es incompatible con las recomendaciones de “quedarse en casa”, “lavarse las manos” y “trabajar en forma remota”. Para muchos brasileños, así como para millones de personas de todo el mundo, es imposible esconderse del virus. La lucha es continua e inevitable. La sociedad discrimina, pero el virus no El coronavirus no "discrimina" a quienes infecta: de Tom Hanks al príncipe Carlos, el virus se mostró ineludible. Pero las estadísticas son claras al mostrar que el virus afecta más a los estratos más pobres de la sociedad, lo cual no se limita solo a los países en vías de desarrollo. Un estudio realizado por el Centro de Controle e Prevenção de Doenças (Centro de Control y Prevención de Enfermedades - CDC) reveló que en los EE. UU. "el 30 % de los pacientes de COVID-19 son afroamericanos, a pesar de que los afroamericanos constituyen tan solo el 13 % de la población de los EE. UU. ". Las personas que viven en condiciones de pobreza son en su... - Published: 2020-08-05 - Modified: 2020-10-28 - URL: https://brandgenetics.com/self-isolation-a-privilege-many-cant-afford/ - Categories: COVID-19 Insight We’re told uncategorically that staying at home and self-isolating is the only way to protect yourself and others from Covid-19. Most of us have been following these rules religiously at some point over the pandemic, but there are people who aren’t in a financial position to do so. In developing countries like Brazil, if your quarantine concern is what you’re going to watch on Netflix first or what online class you’re going to take to ensure you come out of this better and more well-rounded — you’re privileged! The unfortunate reality is that advising citizens to “stay at home”, “wash hands”, and “work remotely” is just not viable. For these people, and millions of others worldwide, the threat of this virus is very real and inescapable. A virus that doesn’t discriminate operating in a society that does Covid-19 does not “discriminate” who it infects — from Tom Hanks to Prince Charles the virus has proven inescapable. But statistics are clear in showing the virus is having a greater impact on the poorest factions of society, and this is not limited to just developing countries. Research from the Center for Disease Control and Prevention (CDC) has revealed that in USA “30% of Covid-19 patients are African American, despite African Americans making up just 13% of the US population”. With at least twice as many African Americans living in poverty relative to white Americans, we can already see how the pandemic is amplifying pre-existing disparities across the world. The quarantine reality in... - Published: 2020-08-05 - Modified: 2020-07-29 - URL: https://brandgenetics.com/isolamento-social-um-privilegio-para-poucos/ - Categories: Não categorizado As semanas passam e a estratégia é a mesma: enquanto o Covid-19 for uma ameaça, o isolamento social é a forma mais efetiva de nos protegermos. Grande parte das pessoas ainda seguem religiosamente essa orientação, mas para muitos isso é impossível. Em países em desenvolvimento, como no Brasil, se a sua preocupação com a quarentena é escolher qual filme assistir no Netflix ou decidir o melhor curso online - você é um privilegiado! A triste realidade do país é incompatível com as orientações de “ficar em casa”, “lavar as mãos” e “trabalhar remotamente”. Para muitas pessoas no Brasil e milhões de outras pessoas em todo o mundo, não há refúgio para o vírus. O embate é contínuo e inevitável. A sociedade discrimina, o vírus não O Covid-19 não "discrimina" quem infecta - de Tom Hanks ao príncipe Charles, o vírus se mostrou inescapável. Mas as estatísticas são claras ao mostrar que o vírus está tendo um impacto maior nas regiões mais pobres da sociedade, e isso não se limita apenas aos países em desenvolvimento. Uma pesquisa do Centro de Controle e Prevenção de Doenças (CDC) revelou que nos EUA "30% dos pacientes da Covid-19 são afro-americanos, apesar de os afro-americanos constituírem apenas 13% da população dos EUA". Com pelo menos o dobro do número de afro-americanos vivendo na pobreza em relação aos brancos, já podemos ver como a pandemia está ampliando as disparidades pré-existentes em todo o globo. A realidade da quarentena no Brasil O Rio de Janeiro é famoso... - Published: 2020-07-31 - Modified: 2020-07-31 - URL: https://brandgenetics.com/latam-consumer-insights-en-covid-19/ - Categories: Não categorizado Nas últimas semanas vimos a América Latina tornar-se o novo epicentro do Covid-19. Segundo a Organização Pan-Americana da Saúde (Opas), a América Latina ultrapassou a Europa e os Estados Unidos no número diário de infecções. A pandemia que vem atingindo esses países é uma só, mas os impactos são plurais - e alguns, duradouros. Para atravessar esse momento desafiador e prosperar, é preciso entender o contexto e os desdobramentos comportamentais do Covid-19 nesses países. Na Brand Genetics, acreditamos que o futuro é humano. Não há como dar um passo certeiro sem que verdades humanas sejam a chave da equação. Para entendermos um poucos mais sobre os desafios e as oportunidades para marcas atuantes no continente, investigamos dados de quatro potências latinas: Brasil, México, Colômbia e Argentina. Os Números da Pandemia No Brasil, as divergências entre Governos Federal, Estadual e municipal com relação à rigidez da quarentena, criaram um ambiente mais flexível - e o país, que hoje é líder no número de casos no continente com mais de 2,4 milhões de contaminados e 87. 000 mortos, apresenta alguns dos piores indicadores de distanciamento social da América Latina. Segundo pesquisa do Google, a redução de mobilidade para lazer e varejo é de apenas 42%, enquanto na Colômbia é de 54%, Mexico 52%, e Argentina 65%. No México, o governo não impôs nenhuma medida obrigatória - mas para evitar o pior, alguns estados endureceram suas políticas em relação às do governo federal e hoje o país conta pouco menos de 400. 000... - Published: 2020-07-31 - Modified: 2023-03-15 - URL: https://brandgenetics.com/latam-consumer-insights-on-covid-19/ - Categories: COVID-19 Insight In recent weeks we have seen Latin America become the new epicenter of Covid-19. According to the Pan American Health Organization (PAHO), Latin America has surpassed Europe and the United States in the daily number of infections. The pandemic that has been hitting these countries is the same, but the impacts are plural - and some are long lasting. In order to go through this challenging moment and thrive, one must understand the context and behavioral developments of Covid-19 in these countries. At Brand Genetics, we believe that the future is human. There is no way to take sure steps unless human truths are the key to the equation. To understand a little more about the challenges and opportunities for brands operating around the continent, we investigated data from four Latin powers: Brazil, Mexico, Colombia and Argentina. The Pandemic Numbers In Brazil, differences between federal, state and municipal governments regarding the strictness of the quarantine have created a more flexible environment - and the country, which today is the leader in the number of cases in the continent with over 2. 4 million contaminated and 87,000 dead, has some of the worst indicators of social distancing in Latin America. According to Google research, the reduction in mobility for leisure and retail is only 42%, while in Colombia it is 54%, 52% in Mexico and 65% in Argentina. In Mexico, the government has not imposed any mandatory measures - but to avoid the worst, some states have tightened their policies in... - Published: 2020-07-31 - Modified: 2020-07-31 - URL: https://brandgenetics.com/latam-consumer-insights-en-covid-19/ - Categories: COVID-19 Insight, Sin categorizar Durante las últimas semanas, fuimos testigos de cómo América Latina se transformó en el nuevo epicentro de la COVID-19. De acuerdo con la Organización Panamericana de la Salud (OPAS), América Latina ya superó a Europa y a los Estados Unidos en cantidad diaria de infecciones. La pandemia que afecta a los diversos países es la misma, pero las repercusiones son plurales —y, algunas de ellas, a largo plazo—. Para atravesar este momento tan desafiante y prosperar, es necesario entender el contexto y los efectos en el comportamiento que la COVID-19 presenta en esos países. Brand Genetics tiene la convicción de que el futuro es humano. No hay cómo dar un paso seguro sin que las verdades humanas sean la clave de la ecuación. Para entender un poco más acerca de los desafíos y las oportunidades de las marcas que actúan en el continente, analizamos los datos de cuatro potencias latinas: Brasil, México, Colombia y Argentina. Los números de la pandemia En Brasil, las divergencias entre el gobierno federal, estatal y municipal con respecto a la rigidez de la cuarentena crearon un ambiente más flexible y el país, que actualmente lidera el ranking de casos en el continente, con más de 2. 4 millones contaminados y 87,000 muertos, presenta uno de los peores indicadores de distanciamiento social de América Latina. De acuerdo con un estudio de Google, la disminución de la demanda en la industria del entretenimiento y el comercio minorista es de tan solo un 42 %, mientras que en... - Published: 2020-07-29 - Modified: 2020-07-29 - URL: https://brandgenetics.com/enfrentar-riscos-questionar-as-regras-conheca-camila-marcondes-a-perspectiva-humana-por-tras-da-brand-genetics-latam/ - Categories: Não categorizado A primeira impressão já é boa, mas não é só isso que fica. Camila Marcondes tem um charme e uma sociabilidade descontraída, como convém a uma brasileira criada no Rio de Janeiro. Mas além desse lado cativante, tem muito mais. A descontração tropical é acompanhada de uma precisão estratégica. E com muita proatividade e autonomia, ela encara desafios e abre novos caminhos. Quando criança, a primeira palavra da Camila foi "rua", enquanto apontava a janela com o dedo indicador. Sua mãe já percebeu, a partir daquele momento, que sua filha tinha asas - e que alçaria voos longos. E, de fato, Camila mudou para Londres, se tornou a primeira estagiária da Brand Genetics e foi pioneira em muitas novas metodologias. Quase cinco anos depois, voltou para casa para abrir e liderar o primeiro escritório internacional da Brand Genetics, e hoje, com 3 anos de América Latina, Camila celebra o sucesso da nova empreitada com mais de 40 projetos executados em 5 países do continente. Seus grandes exemplos vêm de casa - inspirada pela mãe empreendedora, que fundou o Grupo & Instituto Dialog, focado em sustentabilidade e inovação social, e pelo pai engenheiro, que participou de diversas obras significativas para a cidade - como a principal extensão do metrô carioca. “Eu realmente acredito no poder da inovação”, diz Camila entusiasmada. "Para algumas pessoas, é apenas mais uma palavra da moda. Mas para mim é a fusão da criatividade e da estratégia, com um toque de intuição sobre o futuro. " Então,... - Published: 2020-07-29 - Modified: 2020-07-29 - URL: https://brandgenetics.com/enfrentar-riesgos-y-cuestionar-reglas-presentamos-a-camila-marcondes-la-perspectiva-humana-detras-de-brand-genetics-latam/ - Categories: Sin categorizar La primera impresión es muy buena, pero no es solo esta la que cuenta. Camila Marcondes tiene un encanto y una sociabilidad distendida, como corresponde a una brasileña criada en Río de Janeiro. Pero más allá de ese aspecto cautivante, hay mucho más. La distensión tropical está acompañada por una precisión estratégica. Y con mucha proactividad y autonomía, enfrenta desafíos y abre nuevos caminos. Cuando era pequeña, la primera palabra que Camila pronunció fue "calle", mientras señalaba la ventana con el índice de su manito. Su mamá se dio cuenta, a partir de ese momento, que su hija tenía alas y que levantaría altos vuelos. De hecho, Camila se mudó a Londres, con lo que se transformó en la primera pasante de Brand Genetics, y fue pionera en muchas nuevas metodologías. Casi cinco años después, volvió a su tierra para abrir y liderar la primera oficina internacional de Brand Genetics y, actualmente, desde hace tres años en América Latina, Camila celebra el éxito del nuevo emprendimiento, que ya cuenta con más de 40 proyectos ejecutados en 5 países del continente. Sus grandes ejemplos están en su hogar: se inspiró en su madre, emprendedora que fundó el Grupo & Instituto Dialog, que se dedica a la sostenibilidad y a la innovación social, y en su padre, ingeniero que participó en diversas obras significativas para la ciudad, como la principal extensión del metro carioca. “Realmente creo en el poder de la innovación”, afirma Camila, entusiasmada. "Para algunas personas, se trata tan solo... - Published: 2020-07-13 - Modified: 2020-07-10 - URL: https://brandgenetics.com/the-hive-roundup-a-summary-of-our-12-part-blog-series/ - Categories: COVID-19 Insight Over the last 12 weeks the world has changed almost unrecognisably, something which continues to impact many parts of the globe. This profound disruption has sent ripples through consumer behaviour, forcing change across almost all product categories and industries. Here at Brand Genetics we have been exploring these shifts with weekly analysis from our global network of insight and innovation professionals covering every continent except Antarctica! Now, as many countries emerge from lockdown and businesses return to a sense of normality, we have made the decision to halt these weekly updates. As a wrap up, we have complied all the analysis into a handy set of links so that you can easily find the insight into your industry from the HIVE. Check them out and, as always, if you have further questions or challenges to explore please do get in touch: The immediate impact on consumer behaviour: Changing fast, changing slow We utilise a psychological model, the ARC of happiness, to explore the impact of the pandemic on consumer behaviour. Lockdown reaction: when fear leads to positive action We explore the roles brands can take in responding to the crisis, taking leadership and reassuring their consumers. Inequality in lockdown: Collective threat. Divided outcomes We dissect the skewed odds of the virus and the inequality of its impact. Health and wellbeing: The ball is in my court As consumers look to take control over their wellbeing, we discuss the changes to consumer behaviour in this sector. . Finance and banking: Pennies,... - Published: 2020-07-07 - Modified: 2020-10-28 - URL: https://brandgenetics.com/what-human-first-mean-for-the-business-of-content-creation/ - Categories: Forward Thinking The business of content was already a hot 2020 topic way before you mention the recent global events that have forced us into our homes and using streaming services more than ever. Disney bought Fox for an astounding $71 billion, intensifying an already frenzied “streaming war” between Netflix, Amazon, Disney and the rest DAZN has continued to disrupt the sports broadcasting market and this year announced plans to expand into 200 countries worldwide Joe Rogan signed an exclusive multi-year podcast deal at Spotify believed to be worth $100m (£82m) – this is incredible, with figures involved rare in the podcast world, with Rogan now likely earning more money than most musicians on Spotify And as the global pandemic intensified streaming platforms across the board have seen a surge in usage, from Netflix and Disney, to game streaming platforms like Twitch, which has seen a 31% growth in viewership Whilst streaming – and the content created for a multitude of services – is nothing new, 2020 is proving to be a year of seismic changes across the industry, putting the spotlight on streaming and content like never before. The story for streaming is a generally positive one, given its continued growth and dominance, but it’s not without its challenges: Firstly, with the new growth has come a new set of users. The global lockdown has forced a change in behaviour for many people, and new and broader audiences have been exposed to an industry and brands they didn’t know before. The... - Published: 2020-07-03 - Modified: 2020-10-28 - URL: https://brandgenetics.com/how-crisis-can-help-you-fuel-growth-applying-post-traumatic-growth-to-business/ - Categories: COVID-19 Insight, Forward Thinking As we look ahead to reigniting growth in a post pandemic world we’ve been looking to understand how some people - and businesses - don't just survive crises, but end up turning them into a catalyst for growth. Post-Traumatic Growth (PTG) is a psychologically-validated framework explaining why some people experience a positive transformation following trauma. In this webinar Atif Sheikh, CEO of businessfourzero, Dr. Paul Marsden, consumer psychologist, and Tom Ellis, CEO of Brand Genetics, talk through how we believe you can position yourself and your business to emerge from Covid stronger than before, primed for growth by proactively leaning into and seeking to address the 5 key areas of Post-Traumatic Growth: 1. Finding a new perspective on your priorities 2. Developing stronger relationships with your team and customers 3. Making business models more resilient, or better anti-fragile 4. Identifying new, unseen opportunities 5. Developing a clearer sense of purpose Plus, click here to download our handy How To Guide – highlighting 5 key areas for your business to achieve Post Traumatic Growth. - Published: 2020-06-16 - Modified: 2020-10-28 - URL: https://brandgenetics.com/how-to-run-engaging-virtual-workshops-the-brand-genetics-masterclass/ - Categories: Forward Thinking Struggling to get engagement, efficiency and efficacy with your online workshops and meetings? This masterclass is for you. Workshops, group discussions, team talks - they are all a vital part of driving progress in most modern businesses. However, in times of remote teams, delivering the same standards requires a change in mindset and a new set of specialised tools and techniques As a result, we decided to share our extensive experience in this masterclass, highlighting some of the best in class tools & techniques for getting the most out of virtual workshops in order to deliver excellence and engagement remotely. • Learn new skills to help you communicate in this new medium and better inspire action in your teams • Get insight into best in class virtual workshop principles, techniques & tools -- with tangible examples and tips & tricks for when to use them How to Run Engaging Virtual Workshops: The Brand Genetics Masterclass from Brand Genetics on Vimeo. Plus, we have developed our handy How To Guide - the perfect planning partner for when you next need to organise an online workshop or brainstorm! Click here to download your copy for FREE! Good luck and, as always, we are here if you have any questions - Published: 2020-05-19 - Modified: 2020-10-28 - URL: https://brandgenetics.com/the-currency-of-health-in-a-world-of-shifting-values/ - Categories: COVID-19 Insight, Forward Thinking The Covid-19 crisis has brought the fragility of the human condition to the fore. We’re seeing a renewed appreciation for our own physical health - what it means to be healthy has taken on a new potency as physical and mental (psychological and emotional) wellbeing is increasingly challenged. This has both implications and opportunities for healthcare brands. From Gwyneth’s goop - to seeking greater control over physical health In the past, most of us have enjoyed stable physical health. For the majority, health may have had minor fluctuations (e. g. Seasonal flu, a sports’ injury etc. ) With quick, easy fixes: we were largely able to take our health for granted. Consequently, ‘wellness’ has become increasingly understood as a way to enhance oneself for psychological, physiological or aesthetic benefits. Wellness has become a conscious lifestyle choice - Evidenced by the meteoric rise of the mainstream wellness industry, from nutrition to exercise. ‘the goop effect’ has encouraged consumers to take control of their health through wellness products and services like home detox, mind and body detoxes or resetting personal energy. The pseudoscience of ‘the goop effect’ has proven popular and powerful, partly due to the simplicity, tangibility and anecdotal nature of its messages - “buy a candle, feel better”. In parallel, public health bodies have also employed clear, simple and tangible messaging to drive physical health priorities- stoptober, 150 minutes of exercise per week, five a day and so on. The combination of wellness narratives and public health messaging has given... - Published: 2020-05-04 - Modified: 2020-07-03 - URL: https://brandgenetics.com/catch-up-on-our-webinar-series/ - Categories: COVID-19 Insight There is no doubt that understanding how COVID-19 is changing consumer behaviour now and in the future will be critical to future brand and business success. Luckily, while the world around us is highly unpredictable, human nature remains consistent, providing a strong basis on which to assess the present and make some robust predictions about the future. In response, we have launched a series of webinars to explore the issues and challenges that consumers are facing, as well as discuss the future impact for brands, business and society. What consumers want in a COVID-19 world In this Brand Genetics webinar, CEO Tom Ellis talks with Dr. Paul Marsden, consumer psychologist and expert in human behaviour, to reveal the underlying motivations that are driving how consumers respond to the pandemic. Paul has been a regular commentator in the media (Sky News, CNBC) on topics such as panic buying and stockpiling: this is a chance to hear his practical insights into the implications for brands and business. A Global Perspective on What Consumers Want in a Covid-19 World This Brand Genetics webinar aims to provide a global perspective as we seek to understand the impact and implications of Covid-19 on consumer behaviour around the world - both now and in the future. In this discussion, we explore the impact of Covid-19 on consumer behaviour in Brazil, India and China, with our expert panel of Camila Marcondes (Head of LatAm, Brand Genetics), Raji Bonala (Director of Vox Populi Research, India) and Bai Nan... - Published: 2020-04-01 - Modified: 2020-07-03 - URL: https://brandgenetics.com/welcome-to-the-hive/ - Categories: COVID-19 Insight Welcome to The HIVE We’re living in times of great difficulty and uncertainty. And as businesses we’re all facing significant challenges in how to plan for the future. But history tells us that in every crisis some businesses emerge stronger than before - and we’d like to help you be one of those businesses. One thing we do know is there’s no point waiting for the future to happen to you... You’ve got to find a way to shape it to your advantage. We’re already working with some of the world’s biggest multinationals to help them understand the impact of Covid-19 and plan for the future: establishing global consumer communities to understand people’s first-hand experiences of the pandemic and its impact, as well as mapping changing consumer behaviour to identify new opportunities. Now we bring you The HIVE, a weekly update on how the pandemic is impacting consumer behaviour around the world and the implications for brands. By harnessing the power of Brand Genetics’ global network of skilled insight partners, we help you cut through the Covid clutter to navigate this rapidly changing landscape. “The HIVE will be your weekly window into the global Covid-19 movement alongside the 'so what' and 'what next' for brands” Tom Ellis, CEO Brand Genetics So with nothing more to say its time to meet the HIVE: https://brandgenetics. preview. uk. com/wp-content/uploads/2020/04/Intro-video-HIVE-1. mp4 Subscribe to our HIVE newsletter below for weekly video round-ups and exclusive synthesised analysis directly into your inbox. Find the full list of... - Published: 2020-03-26 - Modified: 2020-03-26 - URL: https://brandgenetics.com/empathy-based-research-the-empathy-generator-play/ - Categories: Empathy-based Research This week we highlight how passing on empathy to others can fuel business success, with the focus on our 8th and final play from our brand-new Empathy Playbook. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, we believe market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Play 8: The Empathy Generator Play When you need the play: As a researcher, sometimes you want to create empathy in others, as well as use it yourself. The empathy generator play is about promoting consumer-closeness with colleagues and clients by staging empathy experiences designed to bridge the divide between company and consumers. This play can be used to foster consumer-closeness on a day-to-day basis, but it can work particularly well when presenting findings or pitching ideas. The empathy generator play works by bringing a consumer perspective inside in a way that moves your audience to see things from a consumer perspective. How it works: “If you want to generate empathy, make it experiential” The simple goal is to bring a consumer perspective to life experientially. There is no cookie-cutter formula for running the empathy... - Published: 2020-03-17 - Modified: 2020-03-17 - URL: https://brandgenetics.com/empathy-based-research-the-empathy-map-play/ - Categories: Empathy-based Research This week, in our penultimate blog of this series, we highlight how you can map the world from another’s perspective, to better understand how they feel, with play 7 from our brand-new Empathy Playbook. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Play 7: The Empathy Map Play When you need the play: The empathy map play is a simple mapping exercise that forces you to think from someone else’s perspective. The empathy map play works by facilitating perspective-taking. As you summarise their “perceptual world” of thoughts, feelings, actions and experiences, you begin to see and feel the world from their perspective. As a result, the empathy map play is a useful tool whenever you quickly need to see something from someone else’s perspective. This includes clients, colleagues, internal stakeholders, or indeed consumers. At Brand Genetics, we find client empathy maps particularly useful when writing proposals and reports, because they help sensitise us to the motivations and meanings that lie behind a brief. How it works: To run the empathy map play, you... - Published: 2020-03-04 - Modified: 2020-03-04 - URL: https://brandgenetics.com/empathy-based-research-the-empathy-interview-play/ - Categories: Empathy-based Research This week we highlight how using interviews can fuel business success, with play 6 from our brand-new Empathy Playbook. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Play 6: The Empathy Interview Play When you need the play: The empathy interview play is a semi-structured individual in-depth interview (IDI in market research speak) conducted face-to-face, in which the interviewer uses probes, prompts and their own empathy to generate emotional insight into how someone feels in a particular situation. The empathy interview play works well prior to ideation or quantitative research. The immersion can provide a rich source of creative stimulus and emotional insight to build on or to investigate. Research has found that only 7% of emotional content is expressed through the words we use (the so-called 7% rule). Thus, the face-to-face situation of the empathy interview play allows you to pick up on important non-verbal body language and better project yourself into the shoes of another. How it works: If you want to understand how someone else feels, talk with them about... - Published: 2020-02-28 - Modified: 2020-02-28 - URL: https://brandgenetics.com/positive-innovation/ - Categories: Uncategorised At Brand Genetics we believe in "positive innovation", which means innovating with people's happiness and wellbeing in mind. By making human happiness the ultimate goal of innovation, positive innovation can help humanise innovation and tap into a fundamental and universal human goal; the pursuit of happiness. And there's a compelling business logic for positive innovation too - people believe happiness and wellbeing is well worth paying for; the fast-growing global wellness market is now worth $4. 2 trillion, four times larger than the global pharmaceutical industry. Why now? We believe the time is right for positive innovation because the world appears ever more dangerous, divided and unhappy. We need more happiness in the world. So we've distilled the top insights from 'positive psychology' (the science of human happiness and wellbeing) and 'positive design' (design that facilities wellbeing) into a set of brainstorming cards for innovation to you develop new products and services that promote human happiness. Free Positive Innovation Brainstorming Cards You can download a free e-copy of Brand Genetics' PositiveInnovation cards here Our cards are designed to offer positive inspiration for positive innovation. Each card contains one positive insight with an explanation, evidence and a real-world example. Feel free to use them, adapt them, and share them as you like. Here's a simple team-brainstorming exercise to get you started. Split your team into pairs or small groups. Each person chooses selects one positive insight cards from the deck that inspires them and that they feel may be relevant to... - Published: 2020-02-24 - Modified: 2020-02-28 - URL: https://brandgenetics.com/speed-summary-the-human-brand/ - Categories: Speed Summaries The Human Brand Author: Chris Malone and Susan T. Fiske Publisher: John Wiley & Sons Publication: (2013) As humans, we have an innate tendency to make rapid judgements of other people. Based on what we see and know, we consciously (and subconsciously) make judgements and shift our behaviour accordingly. But what about when it comes to companies and brands? Or even products for that matter? That’s the question that marketing consultant Chris Malone and social psychologist Susan T. Fiske set out to address in The Human Brand. According to their work, ‘we relate to companies, brands, and products in the same way that we naturally perceive, judge, and behave toward one another’: using the two social perception domains from social psychology, warmth and competence. After first explaining warmth and competence domains in detail, they go on to show how companies that are perceived as both warm and competent experience the greatest success – not only do consumers view them more positively on average, but they exhibit more loyalty towards them and their products. They further argue that the world of brands and businesses is moving from one focused purely on one-way marketing – the ‘Middle Ages of Marketing’ – to two-way relationships – what they’ve termed the ‘Relationship Renaissance. ’ Finally, they leave readers with three key takeaways for how best to navigate – and succeed – in the Relationship Renaissance. Warmth and competence Warmth is defined as a measure of ‘worthy intentions,’ i. e. how worthy (or unworthy) the... - Published: 2020-02-19 - Modified: 2020-01-27 - URL: https://brandgenetics.com/empathy-based-research-the-empathy-hire-play/ - Categories: Empathy-based Research This week we highlight play 5 out of 8 from our brand-new Empathy Playbook, the Empathy Hire Play. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Play 5: The Empathy Hire Play When you need the play: Some people are naturally more empathic than others. Empathy appears to be partly determined genetically, but it is also influenced by background and upbringing. Whatever the cause, empathic people have a greater capacity for emotional insight because they find it easier to see and feel things from someone else’s perspective. So they can be a huge asset to a business. Scientific tests have shown that measured empathic ability contributes to the collective intelligence of teams and enhances team performance. Moreover, the empathy hire makes sense not only because you bring empathy into the business, but also because empathy is a core skill and predictor for successful career progression and leadership. In short, when you need emotional insight, bring empathy inside. As its name suggests, the empathy hire play works when you are looking to hire a... - Published: 2020-02-12 - Modified: 2020-01-27 - URL: https://brandgenetics.com/empathy-based-research-the-projection-play/ - Categories: Empathy-based Research This week we highlight the 4th play from our brand-new Empathy Playbook, the Projection Play. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, we believe market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Play 4: The Projection Play When you need the play: The projection play is an easy and effective way to make research more authentic, meaningful and emotionally insightful. It involves the researcher deliberately projecting themselves into the shoes of a consumer and imagining what it feels like to be that person in the situation they are researching. The projection play works because perspective-taking sits at the heart of empathy. In scientific tests, deliberate perspective-taking has been shown to improve empathic understanding. Of course, if you are a market researcher, you may be familiar with using projective techniques. But in the projection play, the difference is that it's the researcher who’s doing the projecting. The projection play can be run throughout the insight, innovation or creative process, whenever emotional insight is needed. Whether it’s using projective imagination to put yourself in consumer shoes, client shoes or colleague shoes, the... - Published: 2020-02-05 - Modified: 2020-01-27 - URL: https://brandgenetics.com/empathy-based-research-the-immersion-play/ - Categories: Empathy-based Research This week we highlight play 3 of 8 from our brand-new Empathy Playbook, the Immersion Play. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. To understand how it feels to be someone else, sometimes you need to step into their shoes, literally. Play 3: THE IMMERSION PLAY When you need the play: The immersion play involves immersing yourself in a consumer situation, as a consumer. This may be for several hours or several weeks or longer. The simple goal is to walk a mile in a consumer’s shoes, and experience first-hand what it feels like from their perspective, in situ and in real life. It’s about getting insider information by becoming an insider yourself. The immersion play is usually used early on in a project when you want to gain emotional insight into moods and motivations at play in a particular situation. It is considered the gold standard in empathy-based research because it provides an authentic first-person view of how it feels to be someone else, with fresh perspective and emotional engagement. Made... - Published: 2020-02-04 - Modified: 2020-02-04 - URL: https://brandgenetics.com/how-brands-can-build-empathy-by-liberating-qualitative-research-from-qualitative-researchers/ - Categories: Empathy-based Research How can brands build empathy, that is, a capacity for emotional insight? One option is to train your insights department in empathy-based research techniques (as described in our Empathy-based Research Playbook). Another option is to turn your entire organisation into a field force of qualitative researchers charged with picking up insights into how it feels to be a customer or consumer. And the simplest way to do this is to write mandatory customer-contact time into the job description of all managers and employees. This is the central message of a new article in the Harvard Business Review by Alessandro Di Fiore of the European Centre for Strategic Innovation (ECSI), and is a solution that has been adopted by Intuit, Arena and Davide Oldani’s Michelin-starred restaurant D’O in Milan At Arena, sales reps are trained as qualitative researchers and charged with feeding back qualitative insights into the business. This can add an extra 15 minutes to customer visits but can yield valuable insights. One such insight included the anxiety and problems that beginner swimmers experience with breathing whilst swimming, which led to a new product, the Freestyle Breather attachment for goggles to facilitate breathing. The company Intuit has "routinized" insight generation in the job descriptions of managers and employees. As part of their job, employees need to spend a few hours every month interacting with customers in order to glean qualitative insights. Although mandatory, this practice has become part of Intuit's company culture. At Davide Oldani’s Michelin-starred restaurant D’O in Milan,... - Published: 2020-01-29 - Modified: 2020-01-27 - URL: https://brandgenetics.com/empathy-based-research-the-word-association-play/ - Categories: Empathy-based Research As innovation and research becomes increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Although some people are naturally more empathic than others, empathy is a skill that can be trained and improved in all. This week we continue our exploration of each of the 5 plays from the playbook, focusing today on the Word Association play. When you want to understand how someone really feels about something, try capturing the words they associate with it. Play 2: THE WORD ASSOCIATION PLAY When you need the play: The word association play involves playing a simple word game with someone to surface subjective meanings and hidden emotions. This works well as part of a qualitative research interview with a consumer, colleague, expert or stakeholder. This adds insight, as associations are not filtered or rationalised in the same way as responses to direct questioning. Psychologists believe that the associative structure of human memory and emotions results in word associations that reveal the subjective meaning and emotional value of something. How it works: There are a number of ways to run the Word Association play,... - Published: 2020-01-16 - Modified: 2020-01-26 - URL: https://brandgenetics.com/empathy-based-research-the-e-m-p-a-t-h-y-play/ - Categories: Empathy-based Research As innovation and research becomes increasingly dominated by quantitative data analytics and algorithms, market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else’s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour. As a result, we’ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective. Although some people are naturally more empathic than others, empathy is a skill that can be trained and improved in all. Over the coming weeks, we will be exploring each of the 8 plays from the playbook so that you have the skills you need to introduce human-first thinking into your business. When you need emotional insight, activate your powers of empathy first. Download the full playbook now Play 1: The E. M. P. A. T. H. Y. Play When you need the play: The E. M. P. A. T. H. Y. play involves applying a set of simple tricks from professional empathy training based on a mnemonic. The play works by optimising your personal capacity to see and feel things from somebody else’s perspective. This play works well whenever you want to generate emotional insight into the feelings and motivations of the person you are with. It works best in one-to-one situations, such as an interview scenario with a consumer, colleague, expert or stakeholder. How it works:... - Published: 2019-12-24 - Modified: 2023-05-11 - URL: https://brandgenetics.com/step-into-their-shoes-our-empathy-based-esearch-playbook/ - Categories: Empathy-based Research EMPATHY IS NOT ONLY AN AMAZING HUMAN ABILITY, IT’S ALSO THE FUTURE OF CONSUMER INSIGHT Empathy is a remarkable human ability. It allows us to step imaginatively into the shoes of another person. And in doing so, empathy provides us with emotional insight into how it feels to be someone else. Ultimately, empathy turns data into insight, and the good news is we have written a playbook to help you do it! Click here to download your copy of the playbook now WHAT IS EMPATHY? Empathy is our ability to see and feel things from someone else’s perspective. It’s an interpersonal skill that produces emotional insight into what it feels like to be someone else. Psychologists believe empathy depends on two things, working together. Firstly, our automatic tendency to mirror the emotions of others. And secondly, our cognitive ability to see the world from their point of view. WHY IS EMPATHY IMPORTANT TO BUSINESS? The big news - empathy is the #1 prerequisite for innovation success. This is suggested by a Nielsen analysis of 61,000 SKUs representing more than 12,000 new launches since 2011. The study found that the No 1 rule for successful innovation is “walking in the shoes of the consumer to uncover key demand-driven insights”. An important stat when you consider 3 in 4 consumer product launches fail within a year. Yet, despite this, most businesses have a severe empathy deficit, with only 30% of marketers proficient in seeing things from someone else’s perspective. The empathy deficit... - Published: 2019-12-23 - Modified: 2019-12-23 - URL: https://brandgenetics.com/2019-brand-genetics-scales-new-heights/ - Categories: Uncategorised - Tags: Behavioural Science, Brand Genetics, human-centred innovation, Innovation, Insight As we sign-off 2019, concluding another year, and also a decade, it’s both exciting and also rewarding to be celebrating a +25% growth performance, achieving the highest turnover in our company’s history! It’s been quite a year, and the highlights have been many and varied: • We worked across 24 different countries, ranging from Japan, Colombia, Vietnam and Mexico, through South Africa, Canada and Australia – plus Russia, India and China, alongside a lot of Europe • We continued to build our LatAm office and presence, while consolidating our base in North America as well • We worked in sectors spanning alcohol, beverages, beauty, food, homecare, healthcare, digital and communications, for some fantastic clients including ABInBev, Britvic, Diageo, Electrolux, Estee Lauder, Mondelez, Panasonic, PepsiCo, Reckitt Benckiser and Unilever • We pioneered new methodologies, including Consumer Closeness, Agile Innovation, Empathy Insight and Kids Nurture, alongside our Co-Creation, Northstar Strategy and Start-Up Insight pieces, all underpinned by our Psychology and Behavioural Science focus • We chaired the Global Innovation Forum in London for the 7th time, bringing together innovators from across the world to help create the future • We consolidated our human-centred positioning, “unlocking growth by thinking human-first”, introducing a new DNA-inspired logo and company rebrand • We gained not just one but two office dogs, Finn in London and Panda in LatAm! • And we remain proudly independent, meaning we can deliver the best possible service to our clients But what gives me the most pleasure is the calibre of... - Published: 2019-10-30 - Modified: 2020-01-26 - URL: https://brandgenetics.com/navigating-gen-z-insight-honesty-kindness-and-fairness/ - Categories: Forward Thinking A quick dose of fact-checking reveals many Gen Z claims you may have seen published to be little more than “fake news” with no basis in fact – a big problem for brands wanting to make smart decisions. Brand Genetics is here to help you spot the and navigate the Gen Z waters! Over the last few weeks, we have discussed Emotional Wellbeing and Physical Wellness, and what these mean for Generation Z. This week we conclude our series by focusing on the 3 core values that are scientifically proven to be important to the next generation. HONESTY, KINDNESS AND FAIRNESS The VIA (Values in Action) scale identifies the top values held by a chosen segment or cohort, and this allows brands to align their values with those of their target market. At Brand Genetics, we use this internationally validated framework of positive human values to identify innovation and branding opportunities. The advantage of focusing on values, as opposed to attitudes and behaviour, is that values are enduring and stable. Values are persistent beliefs about what is good and right, and they act as a moral compass, guiding behaviour over the long term. In contrast, attitudes and behaviours can be highly volatile and dependent on context, circumstance & convention. As a result, global Gen Z research has focused on cohort values. This research, using the VIA framework has identified the three top values for Gen Z – Honesty, Kindness and Fairness. Each of these provides a clear lesson for brands... - Published: 2019-10-17 - Modified: 2025-12-19 - URL: https://brandgenetics.com/navigating-gen-z-insight-physical-wellness/ - Categories: Forward Thinking This week we continue with our series of blogs, highlighting the insights from our latest report, which aims to help managers myth-bust the world of Gen Z. A quick dose of fact-checking reveals many Gen Z claims you may have seen published to be little more than “fake news” with no basis in fact – a big problem for brands wanting to make smart decisions. Brand Genetics is here to help you spot the and navigate the Gen Z waters! Download the full report now Week 2: Physical Wellness This week we explore the second trend from our report, Physical Wellness. Gen Z is emerging into a world increasingly influenced by a $4. 2 trillion wellness industry. Looking after yourself in a body-conscious and image-centric world is an increasingly dominant social requirement. With this backdrop, the data shows the Gen Z cohort feels responsible for its own health. In the US, this is a group that drinks less alcohol, smokes less tobacco, takes fewer risks with their health, and is beginning to consume less refined sugar. That said, intention and awareness may not reflect reality as, despite health campaigns and the pressures of social media perfection, Gen Z is more overweight and less active. Globally, one in five among this generation is overweight or obese, with levels tripling vs Gen X in the US. In addition, other areas of health seem to be affected too – sleep problems and eating disorders are also elevated amongst this group. So What? These... - Published: 2019-10-11 - Modified: 2019-11-19 - URL: https://brandgenetics.com/navigating-gen-z-insight-emotional-wellbeing/ - Categories: Forward Thinking What do you know about the cohort of 2 billion teens, tweens and young adults born between 1997 and 2012? The answer is probably less than you thought. A quick dose of fact-checking reveals many Gen Z claims you may have seen published to be little more than “fake news” with little or no basis in fact – a big problem for brands who are trying to make smart decisions. Download the full report now Read the full report for guidance on how to spot fake news and the 3 Gen Z insights that are both relevant and real (cross-checked claims with peer-reviewed academic research conducted by social scientists, epidemiologists and demographers). Over the next 3 weeks, we will highlight one of these insights, starting this week with Emotional Wellbeing! Week 1: EMOTIONAL WELLBEING Unless you’re living under a rock, it’s hard to miss the tensions rising across the world. From Brexit to climate change via Trump’s polarising policies, there’s a lot of potential anxiety regardless of your birth year. However, it appears Gen Z is feeling particularly threatened by these shifts, with as many as one in six suffering from anxiety disorders and one in five among Gen Z experiencing a major depressive episode in the past 12 months. These are symptoms of a trend in this cohort to seek safety, security and sanctuary from perceived threats in order to find positivity and purpose. Unless you’re living under a rock, it’s hard to miss the tensions rising across the... - Published: 2019-10-10 - Modified: 2020-01-26 - URL: https://brandgenetics.com/empathy-statistics-for-business/ - Categories: Empathy-based Research At Brand Genetics, we use empathy as a technique to help clients make better decisions. Empathy is a mental ability that allows us to see the world from someone else's perspective. This perspective-shifting ability can reveal issues and opportunities that may otherwise remain hidden. As a mental ability, empathy is associated with many positive outcomes such as happiness, kindness, and relationship success. But what is the value of empathy in business? Here's a list of useful empathy statistics illustrating the value of empathy in business. Empathy is #1 rule for “new product innovation success” according to a Nielsen analysis of 61,000 SKUs representing more than 12,000 new launches since 2011. 3 in 4 FMCG launches fail within a year. Those that succeed focus on “walking in the shoes of the consumer to uncover key demand-driven insights”. Empathy boosts business creativity. In a scientific experiment with 209 adults, a simple empathy exercise designed to activate empathy boosted the creativity of participants who were innovating a new line of new potato chips for pregnant women. Before beginning, some participants were asked to imagine how a consumer would feel using the product (empathy-inducing condition), whilst others were asked to imagine what the consumer would think when using the product (objective-imagination control condition). An independent jury found the ideas of the empathy-activated group were more original than the control group. Four other experiments confirmed the finding; whether it's designing new toys, cereals or shopping carts, activating empathy boosts creativity. These experiments also showed that... - Published: 2019-10-09 - Modified: 2020-01-26 - URL: https://brandgenetics.com/empathy-quotes-in-business/ - Categories: Empathy-based Research At Brand Genetics, we use empathy as a research technique to understand the emotional worlds of consumers. Empathy research helps our clients walk the consumer-closeness and consumer-centric talk. The web is full of inspiring quotes about empathy, notably from Barack Obama on repairing the empathy deficit. But here's a list of empathy quotes particularly relevant for business, celebrating our mental ability to experience and understand what someone else is feeling. "If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from his angle as well as your own" Henry Ford “The value that I really learned to appreciate deeply and which I talk about a great deal is empathy. I don’t think it is simply a “nice to have” but I believe it is at the centre of the agenda for innovation here at Microsoft” Satya Nadella, CEO of Microsoft “People will try to convince you that you should keep your empathy out of your career. Don’t accept this false premise. ” Tim Cook, CEO of Apple “Our core business is connected with the customers’ needs and we will not be able to satisfy them if we don’t have a deep sense of empathy” Satya Nadella, CEO of Microsoft “Most people think that empathy is something you have only with friends and the family, but in reality, it is also a priority in business” Satya Nadella, CEO of Microsoft “Empathy is a muscle, so it needs... - Published: 2019-10-08 - Modified: 2020-01-26 - URL: https://brandgenetics.com/list-of-empathy-definitions/ - Categories: Empathy-based Research At Brand Genetics, we use empathy as a qualitative research technique to help our clients understand their consumers. Applied empathy helps us reframe a challenge from a consumer perspective, and in doing so reveal new opportunities. But what exactly is empathy? Beyond metaphor The metaphors of 'standing in someone else's shoes' and 'seeing through someone else's eyes' are often used to describe empathy. These metaphors are evocative, but empathy is also a specific mental ability, like intelligence. In essence, empathy is the ability to feel and understand what someone else is feeling. Empathy is emotional insight Empathy is a mental ability that produces emotional insight, allowing us to feel and understand the emotional world of someone else. The term empathy is actually a translation of the German word "Einfühlung", which quite literally means emotional insight (in-feeling). German philosopher Theodor Lipps coined this term "Einfühlung" in 1903 to denote our mental ability to project ourselves into the body of someone else and feel what they are feeling. For example, when we observe the adrenalin-pumping performances of an acrobat, we project ourselves into them, and “we feel ourselves inside the acrobat”. The German "Einfühlung" was translated into "empathy" the following decade by British psychologists James Ward and Edward Titchener. Today, the Cambridge English Dictionary defines empathy in a way that is consistent with this original understanding as "the ability to share someone else's feelings or experiences by imagining what it would be like to be in that person's situation. " List of... - Published: 2019-10-03 - Modified: 2020-01-26 - URL: https://brandgenetics.com/beyond-fake-news-navigating-gen-z-insight/ - Categories: Forward Thinking What do you know about the cohort of 2 billion teens, tweens and young adults born between 1997 and 2012? The answer is probably less than you thought. A quick dose of fact-checking reveals many Gen Z claims you may have seen published to be little more than “fake news” with little or no basis in fact – a big problem for brands who are trying to make smart decisions. Take, for example, the claim that Gen Z is less materialistic than previous generations. In reality, robust data where it exists, such as in the US, reveals little supporting evidence for this statement. On the contrary, data reveals a cohort more likely to value material wealth than Millennials, and less likely to value the pursuit of a meaningful life. As generational psychologist Dr. Jean Twenge concludes, for Gen Z ‘money is in, and meaning is out’. Other “alternative facts” include the ideas that Gen Z is more optimistic (fact – they are more likely to be depressed and anxious), more entrepreneurial (fact – they are less likely to want to work for themselves) and more self-reliant (fact - they are more likely to live with their parents longer, and more likely to be economically dependent). However, perhaps the biggest dose of fake news is the idea that there is cookie-cutter uniformity for this cohort around the world. On the contrary, data reveals as much diversity within Gen Z as exists between generations. This is a generation that defies stereotyping! Want... - Published: 2019-08-09 - Modified: 2020-01-26 - URL: https://brandgenetics.com/startup-stories-eska-yoga/ - Categories: Forward Thinking Combining her love for design and Yoga, Shivani Nirula founded ESKA in June 2014. A graduate of National Institute of Fashion Technology New Delhi and a keen Yoga practitioner, Shivani recognized the need for skin-friendly Yoga & Activewear and created a collection of high-energy designs in collaboration with young Indian designers in natural fabric and spandex blends. To give some perspective her design was featured as the official International Yoga Day t-shirt worn by over eighty thousand people globally at annual events led by India’s Prime Minister Narendar Modi. Already featured in Forbes, Elle, Woman’s Health and many more, alongside being a crucial part of the team here at Brand Genetics – it seemed only right that we caught up with Shivani as part of this blog series! Tell us a bit about Eska, why did you get started and what is it that’s so unique about this brand? Eska is a passion project that I started five years back when I combined my love for Yoga and design with an intent to create a comfortable and stylish Yoga apparel range for women and men in India. I felt that there was a gap in the market for something suited to the Indian market, specifically the Indian aesthetic, body shape and importantly, the climate. We use a fabric of primarily fine natural cotton blended with a touch of performance fabric to create a range that enhances the practice of Yoga. In your view, what is changing in terms of what... - Published: 2019-07-31 - Modified: 2020-01-26 - URL: https://brandgenetics.com/startup-stories-doc-abode/ - Categories: Forward Thinking In this week’s blog, we speak to Doc Abode’s CEO, Dr Taz Aldawoud - a practising GP, and a former Digital Clinical Champion at NHS England. As an entrepreneurial GP, passionate about how digital health and technology can improve lives and reduce health inequalities, he started the patient care matching app in 2016, after successfully being awarded funding from the Yorkshire & Humber Academic Health Sciences Network. We recently found time to catch his thoughts on the world of insight and innovation! Tell us a bit about Doc Abode, why did you get started and what is it that’s so unique about this brand? Doc Abode was created to improve workforce capacity and resilience, in out-of-hours and primary care settings. Having anticipated what we now know as the ‘GP crisis’ we set out to create a software platform to support NHS organisations, widening their network via a flexible, sustainable and local clinical workforce. Through an NHS provider control panel and a clinician smartphone app, the Doc Abode platform facilitates real-time clinician deployment, safely connecting a multi-disciplinary clinical workforce to NHS patient needs, based on availability, proximity and expertise. For clinicians, it provides a sustainable, motivating pattern of work, encouraging increased participation. For healthcare providers, it opens up access to a wider, more flexible workforce, improving operational resilience and efficiency, reducing clinical risk and minimising unscheduled hospital attendances. In addition, for patients, it delivers speedier, more personalised care, improving their experience and health outcomes. In your view what is changing in... - Published: 2019-07-18 - Modified: 2019-11-19 - URL: https://brandgenetics.com/function-and-format-steal-the-show-at-imbibe-live-2019/ - Categories: Forward Thinking The movement of mindfulness was under the spotlight at this year’s Imbibe Live- Europe’s largest beverage trade show. As always, the show continues to be the leading edge of what is disrupting the UK spirit industry and there was a wide range of exciting range of products on display both old and new. Here are the trends that stood out for us. Function as well as flavour With Cannabidiol (CBD) slowly but surely starting to enter the mainstream market, there were many interesting versions of CBD infused beverages. Infused sparkling drinks in the canned format by 4:20, Honey Hemp’s hemp and honey flavoured drinks, hemp-infused Gin by Hin, OTO CBD bitters- just some of the brands who have joined the green brigade, with a lot more predicted to ride this wave! A host of brands continued to validate the trends highlighted in our latest food trends report, taking inspiration from the functional benefits of middle eastern ingredients. For example, Kombucha was alive and kicking as a star ingredient in LA Brewery’s Citrus Hops Tea and Willy’s Kombucha Beer in Ginger and Hemp & Hop – offering gut health and wholistic benefits. Three Spirit offers this kind of anther alternative experience with its a plant-powered elixir, containing a blend of herbs, mushrooms and plants designed for a no-hangover experience. Functional benefits can extend beyond the bottle with a focus on transparency of sourcing. Many companies highlighted their sustainable or ethical manufacturing story, most notably, Sapling plants a tree for every bottle... - Published: 2019-07-10 - Modified: 2020-01-26 - URL: https://brandgenetics.com/startup-stories-hop-king-pale-ale/ - Categories: Forward Thinking In this week’s blog, we speak to Ben and Ludi Hopkinson, founders of Hop King beer, a disruptive start-up centred on creating a lifestyle beer brand. Living under the mantra of "Easy Drinking, Easily Understandable and Easily Recognisable" they have successfully gone through their first round of crowdfunding, and the company continues to go from strength to strength based out of its highly popular skate park HQ in London Bridge! Tell us a bit about Hop King, why did you get started and what is it that’s so unique about this brand? Hop King is the world’s first craft beer and skateboard company! We started the company because we wanted to make craft beer that was more accessible and easy drinking than the over hopped and intimidating world of craft beer. We knew that in this competitive environment we had to stand for more than just good beer so chose something inspirational, dynamic and a passion of ours - skateboarding. If it works for energy drinks... why not beer? In your view what is changing in terms of what consumers want, and how is Hop King responding? People’s attention span is getting shorter and shorter as they are inundated by content, brands and advertising. We try to make everything we do interesting and engaging from the point of view of the customer. How do you decide what’s next for Hop King? Any guiding principles or approaches to insight and innovation? We use business models that allow us to dip our... - Published: 2019-06-27 - Modified: 2020-01-26 - URL: https://brandgenetics.com/flavourful-function/ - Categories: Forward Thinking This week we explore the final trend from our Middle Eastern food report Download Report. The report provides a cross-cultural viewpoint as to how this Middle Eastern influence is growing and identifies 5 key trends set to shape the future of global food culture and what this means for brands and their managers. Our fifth trend tracks the rise of functional flavours, designed to take food beyond flavour and into territories such as self-care, self-improvement or emotion regulation. Ultimately, Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are becoming more widespread in the Western world, evidence suggests this is just the beginning! Week 5: Flavourful Function Some have said that there are only two things humans truly seek – food and sex! So, with the world having less sex, the rise of new food experiences should come as no big surprise! More than ever, Westerners are searching for food and drink that goes beyond just basic nutrition and provides functional benefits too. A recent Mintel report identifies that 51% of consumers are willing to try an unfamiliar ingredient if it provides a functional benefit. Consumers are using food to manage health, mood and overall wellbeing, and this has opened the door to new flavours, ingredients and different styles of cooking. Specifically, the growing demand for ‘superfood’ alternatives has put a spotlight on Middle Eastern cuisine where food is commonly treated as a source of health, power, beauty and even... - Published: 2019-06-19 - Modified: 2020-01-26 - URL: https://brandgenetics.com/middle-eastern-not-mediterranean/ - Categories: Forward Thinking Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are becoming more widespread in the Western world, evidence suggests this is just the beginning. Our latest report provides a cross-cultural viewpoint as to how this Middle Eastern influence is growing and identifies 5 key trends set to shape the future of global food culture and what this means for brands and their managers. This week we explore our third trend, which tracks the transition in communication from the broad categorisation of Mediterranean towards a distinct Middle Eastern perception and now into the rise of regional nuances. Week 4: Middle Eastern, not Mediterranean In the past it would come as no surprise to see brands purveying Middle Eastern cuisine positioned as ‘Mediterranean’ food. The western acceptability and accessibility of this broader term previously became the default route to market and a way to mitigate against the risk of negative regional perceptions. But, as gateway dishes such as falafel and hummus have become more popular, this is changing. Increasingly there is appreciation in the West of positive Middle Eastern culture, compounded by increased media coverage, which has given rise to a broader understanding of the region—and specific local cuisines. See Nigel Slaters recent prime time BBC 2 series, covering each part of the region in turn, all being recognised and allowed to celebrate their own unique identities and flavours. “Things like hummus, pita and falafel were tasty entry points, but now consumers... - Published: 2019-06-12 - Modified: 2020-01-26 - URL: https://brandgenetics.com/happily-halal/ - Categories: Forward Thinking Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are becoming more widespread in the Western world, evidence suggests this is just the beginning. Our latest report provides a cross-cultural viewpoint as to how this Middle Eastern influence is growing and identifies 5 key trends set to shape the future of global food culture and what this means for brands and their managers. This week we explore our third trend, the rise of Halal, and explore how this fulfils consumers’ increasing demands for authenticity, transparency and clear proof of a brand’s values. Week 3: Happily Halal You do not have to wind the clock back too many years to remember a time when mainstream western consumers had a notable misstrust of halal produce. It was seen as a cultural niche and faced resistance in many areas. Yet in 2019 the story is different, and Halal is forecast to become a US1 trillion-dollar global industry by 2020. As a result of recent well-documented food scandals, buyers are increasingly seeking transparency, authenticity and proven source in the things they buy. In turn, consumers are becoming better educated, dispelling misjudgements of the past, and the Halal ethical code of conduct (which tangibly guarantees certain standards) is rising in popularity. With a wholesome diet of plants, legumes, seeds and vegetables creating an inherently natural and healthy perception that instils trust in consumers, Middle Eastern foods are consistently putting themselves at the heart of this... - Published: 2019-05-30 - Modified: 2020-01-26 - URL: https://brandgenetics.com/middle-eastern-influencers/ - Categories: Forward Thinking Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are becoming more widespread in the Western world, evidence suggests this is just the beginning. This week we explore the second of the key trends shaping the future of global food culture from our latest report. Week 2: Middle Eastern Influencers Given the Middle East has some of the highest social media usage in the world, it should be no surprise that celebrities from the region are savvy operators. They are finding new ways to spread awareness and increase their influence. To this end, in 2019, 5 Arab individuals made The Times’s 2019 ‘100 Most Influential People’ list, more than ever before. This is particularly clear in the world of food - with restaurants and chefs from the region setting the pace for experience and engagement. Influencers from the region are connecting with global audiences, giving them new role models, insights and inspiration. For example, Nusret Gökçe’s (a. k. a Salt Bae) restaurant in New York was praised by the NY Times as the city’s “first true 21st-century restaurant” for its ability to combine lived and online experiences. Beyond the personalities, the food style itself is changing the way we approach food in the West. Embodied by colourful mezze platters and multi-plate dining, the region exhibits food that is naturally suited to sharing both around a table and on Instagram. In combination, a recipe for success in setting the bar high!... - Published: 2019-05-23 - Modified: 2020-01-26 - URL: https://brandgenetics.com/dinner-time-diaspora/ - Categories: Forward Thinking The first in a series of blogs from our latest report - that provides a cross-cultural viewpoint as to how Middle Eastern food influence and the 5 key trends set to shape the future of global food culture. Middle Eastern cuisine is increasingly influencing not just what, but also how we eat. While its dishes and tastes are becoming more widespread in the Western world, evidence suggests this is just the beginning. Our latest report provides a cross-cultural viewpoint as to how this Middle Eastern influence is growing and identifies 5 key trends set to shape the future of global food culture. Over the coming weeks we will be exploring each trend in turn, what the implications are for managers and highlight a best in class example. Week 1: Dinner time diaspora For the last three decades, prolonged major unrest in some areas of the Middle East has driven mass migration. This peaked 2015 when more than 1 million refugees and migrants arrived in Europe, while across the pond MENA immigrant population in the US increased 36% between 2010 and 2016. Middle Eastern immigrants’ and refugees’ contribution to society has had a significant and valuable impact on food culture; they bring with them traditions, skills and different palates all of which are inspiring innovation. So what? These individuals act as the intermediaries for blending Eastern and Western culture, cookery and heritage. Beyond demanding a more diverse range of flavours from existing brands, these recent arrivals bring unique skills and new techniques to the workforce. Indeed, many are starting businesses of their own and brining new innovations into the market. Ultimately, managers must consider how population shifts might influence local cuisine in the future and create a new customer... - Published: 2019-05-16 - Modified: 2020-01-26 - URL: https://brandgenetics.com/5-key-middle-eastern-food-trends-changing-the-western-market/ - Categories: Forward Thinking Western and indeed global food culture has undergone immense transformations over the past few decades. We now have a much greater awareness of foods impact on health, wellbeing and the need for sustainable practices in the industry. To put this in perspective a recent Mintel report claims 43% of millennials do not trust large food manufacturers. Fundamentally, lifestyles are shifting which is influencing how, where and what we eat, changing the brands we consume and pushing us to new food frontiers. During this evolution, Middle Eastern cuisine has grown into a dramatic driving force. In a world where authenticity, tradition and heritage are writing the new innovation rulebook the Middle East’s culture of rich, flavoursome and healthy dishes have inspired tables across the world. Yet research suggests that while Middle Eastern cuisine is increasingly becoming an important and loved taste, this is just the beginning. Our latest trend report, in collaboration with PAKT, aims to provide a cross-cultural outlook of how this region is influencing global food developments and what this means for brands, identify 5 key trends to show how it is set to shape the future of this industry. Each trend is bought to life with best in class examples and the strategic lessons managers can learn. Download your copy of the report now and if you are interested in how to find the human future of the food market get in touch. - Published: 2019-04-26 - Modified: 2019-11-19 - URL: https://brandgenetics.com/how-can-the-alcohol-industry-become-a-positive-force-for-gender-identity/ - Categories: Forward Thinking From climate change to sexual harassment, the ways of the world are changing. One area these changes are particularly pronounced is gendered identity. In the last few years we have seen a shift from traditional definitions of masculinity and femininity as young people increasingly demand more fluid definitions of gender. In response to this desire, at the end of 2018 Facebook expanded its base list of 58 genders to a limitless range, allowing users to create and set their own gender in their personal profile. This social shift will have many implications for marketing in general, but particularly to those industries playing to more traditional gendered stereotypes. We have explored the implications of this on different industries but this week we’d like to focus on the impact of this social change on the alcohol industry and offer some solutions as how best to market gender in 2019. In December last year, following public consultation, the Advertising Standards Association made it illegal to depict harmful gender stereotypes in advertising. A structural shift which supports the findings from our own evidence-based research (you can find our reports here and here) The alcohol industry has, for much of its history, repeatedly used and reinforced what are now considered negative gender stereotypes. This is particularly true for beer advertising where depictions of women are often sexist, involving objectification and hypersexualisation of the female form and where depictions of men often feature exaggerated expressions of traditional masculinity. Legacy Skol ad In more recent years, there... - Published: 2019-04-17 - Modified: 2020-01-25 - URL: https://brandgenetics.com/identity-gender-and-the-future-of-fmcg-branding/ - Categories: Forward Thinking At a time when fundamental assumptions about human identity are being called into question, we have embarked on an insight journey exploring what it means to be a human today. In this, we are creating a series of evidence-based reports exploring everything from positive masculinity to the virtual construction of the self. In the past few months we have focused in on the future of gender, providing two comprehensive reports, one on masculinity and the other on femininity. In both of these reports we drew on evidence-based literature seeking to understand the physical, psychological and behavioural attributes of gender, the current forms playing out and the emergent typologies. Historically, marketing has portrayed somewhat reductionist gender stereotypes which build on traditional depictions of masculinity and femininity. In 2019, however, these limited portrayals are increasingly unacceptable. While brands across industries are making inroads to challenge this, it is tricky terrain. This is particularly true for FMCG brands, which have played to very traditional articulations of gender. Evidence of this challenge can be seen with the divisive reactions to Gillette’s January campaign “We Believe: The Best Men Can Be”. The commercial attempts to challenge the rise of ‘toxic masculinity’ which has been called out in our current #MeToo era and instead aims to “celebrate the stories of men making a positive impact and to inspire others in the process”. Critics of the advert have suggested it reduced men to a limited portrayal of manhood and lacks a nuanced interpretation of masculinity. This criticism... ## Reports - Published: 2026-07-08 - Modified: 2026-07-13 - URL: https://brandgenetics.com/reports/revealing-the-why-behind-the-buy-4-steps-to-catalyse-brand-growth-2/ - Reports: Reports Why do people buy the things they do? t’s not always easy to know the true reasons why someone chooses brand A over brand B. Is it price or the position on the shelf? Is it a specific feature or a memorable advertisement? Or is it something else, something the person isn’t even aware of? 95% of motivation is subconscious yet studies show that when brands match the motivations of consumers, they are more likely to grow.   So how do you tap into something that people aren’t aware of? In our new report “Revealing the ‘Why’ Behind the Buy” we show to catalyse brand growth through motive-matching and reveal consumers’ hidden motivations. With over 25 years of experience in consumer research and behavioural science, we are experts in the consumer motivations that can drive purchase decisions. This report will: Outline the principles and science behind motive matching Show the importance of the subconscious in our decision making process Show you 4 steps brands can follow to reveal consumers’ hidden motivations Show you how to “supercharge” the process by using Lexi – BG’s very own AI psychoanalyst So, is your brand to get to the ‘why’ behind the buy and catalyse growth? ## Careers ## My Testimonials - Published: 2026-07-27 - Modified: 2026-07-27 - URL: https://brandgenetics.com/wpt-testimonial/kenvue/ Thank you for your invaluable help. I’m so glad we have you to consult with to accelerate the process - Published: 2026-07-27 - Modified: 2026-07-27 - URL: https://brandgenetics.com/wpt-testimonial/james-hardie/ This campaign is performing better than any other we have done, not just for James Hardie but for the whole category - Published: 2026-07-27 - Modified: 2026-07-29 - URL: https://brandgenetics.com/wpt-testimonial/abi/ We are very happy with the results your delivery is outstanding - nothing missing. congratulations indeed - Published: 2026-06-15 - Modified: 2026-07-27 - URL: https://brandgenetics.com/wpt-testimonial/pepsi/ “The North Star workshop was a great way to gather vision input from key stakeholders early on and align expectations; a critical foundation for Sting Innovation”