Our Thinking

The oldest Millennials keep growing further from the light of youth. On the internet, “Millennial” tends to function as a catch-all for anyone in the age of youth. And even when these generations are named differently, people still tend to believe they are the same. Common ground is often their protest against Boomers. Google it and you can find a meme or two about Gen Z and Millennials banding together to fight Boomers. “Ok Boomer” meme has become their endlessly repeated retort to the problem of older people who just don't get them

In India, 73 million women are taking a stand, choosing to be single, to craft the life they want. Payel shares with Fascinatingly Familiar why it's not an easy choice, but it's absolutely the right choice.

We've spent almost 10 years getting familiar with Generation Z and made it our mission to understand who they are, what matters to them, and why it will matter to you. Want to better understand Gen Z and its implications for brands? Check out our new report Gen Z: Refresh.

We love the SuperBowl and ads almost as much as we love the snacks. So, our team spent Sunday night pounding queso and wings, while taking notes on how brands showed up with empathy this year.

It’s tough to justify spending time on hobbies in 2020, but turning hobbies into goals can benefit various parts of your life.

Our exploration into empathy continues with Cameca, who has found inspiration in an Instagram influencer to help bring confidence to her daily routine. “A whopping 62...

What does being a ‘boy’ mean anymore…   At The Sound, we look at what is going on around the world, and more specifically with...

We focus on what needs to be done, rather than what we need.

How Gendered Norms Still Impact Women in the Public Sphere Men are from Mars, women are from Venus. Boys are snips and snails and puppy...

Recently I’ve adopted a mentality of working with partners and clients that vibrate a little higher. I don’t know exactly when it began, but it’s created a tangible feeling: more overall happiness.