How hope & fear can be a powerful framework to deepen trends and foresight thinking.

Cultural relevance is an issue that brands are grappling with across categories. We wrote not too long ago about alcohol brands and cultural relevance, but...

Trends don’t change very often. And that’s‌ kind of the point. Their job is to make sense of and unpack an observable shift in culture,...

In this installment of our Foresight in Practice Series, we are looking at the future of entertainment and how it will impact our lives.

The most successful companies don’t just react to change. They anticipate the category, consumer, and cultural changes that have the potential to derail or propel their business forward. Strategic Foresight at The Sound is outcomes-focused and driven by human and cultural understanding, grounded in present-day action.

Today we’re looking at travel and tourism, using foresight to explore where things might be headed and asking What does the post-recovery future look like?...

Human needs and motivations can be fulfilled by a variety of things, including brands. By engaging with people and truly understanding what they do everyday, we can identify what their motivations are, and how and when brands can authentically show up in their lives.

Human needs and motivations can be fulfilled by a variety of things, including brands. By engaging with people and truly understanding what they do everyday, we can identify what their motivations are, and how and when brands can authentically show up in their lives.

By understanding the many ways people satisfy a single motivation, we equip our clients with insight and inspiration that make brands more relevant to those moments, so they can connect and triumph over the competition—whoever, whatever, and wherever they are.