african-american-woman-on-bed-sleeping-with-a-sleeping-mask
COVID-19

August 24, 2020

Reclaiming Relaxation During the Great Pause

As COVID-19 has forced us to slow down, we've begun to see a transformation in how and why we relax. We see people around the world taking a more holistic and proactive approach to relaxation, and a movement towards putting in the time and effort to truly "reset" ourselves. But what does this all mean as we look to the future and a world that's beginning to open up again?

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Woman travelling in the time of COVID-19
COVID-19

July 27, 2020

Travel Motivations in the Turbulent Time of COVID-19

A booming travel industry came to a screeching halt with the news of a pandemic. However, some people are beginning to feel hopeful and are starting to think about travel again. Even though they are aware of the risks of travelling in the time of COVID-19, why are people travelling again and what are some of the needs that travel is fulfilling in these highly unprecedented times?

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Online Messages
COVID-19

July 21, 2020

Meaningful Connection Amidst Virtual Fatigue

At-home entertainment is helping us meet our intensified desire to connect with others during lockdown. But while some behaviors are a band-aid solution, others speak to a deeper value shift toward seeking more meaningful connection.

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door revealing a red lit room
COVID-19

June 29, 2020

Future-proofing Trends for the Near Term

Why has interest in seemingly random categories like freezers, wine-making kits and gaming chairs skyrocketed during a pandemic? Our homes have quite literally been the only shelter we have from the current storm. However, this new microscopic focus on home is also forcing us to notice where it’s falling short. What’s lacking? The answers to that question will fuel near and long-term opportunities for brands.

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woman touching her lips in front the mirror
Beauty & Wellness

June 20, 2020

The Changing Face of Beauty

Instinctively, one would assume that the world of eyeshadow, lipsticks and face masks would have come to a screeching halt during a global pandemic. However, despite the disruption of global supply chains and lockdown, the beauty industry and the consumer are both adapting.

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image of watch face
COVID-19

June 18, 2020

The Pursuit of Progress During the Big Pause

During COVID-19, our desire for progress is stronger than ever, yet there’s no clear destination in sight. As the days blur together, people are engaging in new at-home entertainment behaviors to feel a sense of purpose and avoid losing this time. The Sound set off to explore these new behaviors and understand which habits will last.

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young man in different moments at his bedroom
COVID-19

June 15, 2020

Paradoxes of Home in the Time of COVID-19

As the fixed boundaries of home are increasingly tested, the feelings associated with home (stability, creativity, belonging) are harder to achieve than ever, yet perhaps are more important than ever. Our recent exploration has unearthed several paradoxes tied to home, and in doing so, revealed opportunities for brands to help reinforce these feelings, connect to their audience and echo consumer behavior within the new boundaries created by the pandemic.

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photo of man and a woman standing close together
COVID-19

June 9, 2020

Nostalgia: Stabilizing and Coping in Pandemic Times

How can we re-establish stability in the highly uncertain times of today? Our daily lives and routine have always provided us with a sense of stability. However, being hit by a pandemic has changed life as we knew it. Disrupted lives and looming uncertainty of a “new world” have left us in a state of flux.As we cope with the situation at hand we find ourselves leaning on Nostalgia to derive the lost sense of stability that we earlier got from our daily routines and lives.

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cat
COVID-19

May 29, 2020

Pet Parenting in a Pandemic: Cat

Life has been hugely disrupted during COVID-19, but what has the impact been on the lives of our feline friends? We've explored 10 tensions for Cat Pet Parents (and Dogs, too) during a pandemic and the challenges and opportunities they present for brands.

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dog
COVID-19

May 29, 2020

Pet Parenting in a Pandemic: Dog

Our lives have been hugely disrupted throughout COVID-19, but what impact has it had on the lives of our canine companions? We've explored 10 tensions for Dog Pet Parents (and Cats, too) during a pandemic and the challenges and opportunities they present for brands.

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