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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puppy and kitten
COVID-19

May 28, 2020

Pet Parenting in a Pandemic

Our lives have been hugely disrupted over the past few months, but what impact has COVID-19 had on the lives of our pets? We've explored 10 tensions for both Cat and Dog Pet Parents during a pandemic and the challenges and opportunities the present for brands.

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person staring out of a closed window
COVID-19

May 25, 2020

Home and Re-entering Society

We’ve been through the 2008 recession, we’re worried about climate change, we’re living with insurmountable student debt. We’re concerned about finding a job and the health and well-being of our loved ones. We’re facing multiple stressors in all aspects of our lives, making us an overall anxious people. Nearly 1 in 5 adults in America experience an anxiety disorder over any 12-month period–and an astonishing 65% of 13-39-year-olds say they feel stressed constantly.

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freshly baked bread
COVID-19

May 6, 2020

Home Baking: A Category on the Rise

As pandemic preparation ramped up, bread was one of the first things to sell out. Bread machines sales are up 652%, with flour and baking mixes following not too far behind. So why are people turning to breadmaking with such fervor during a global pandemic? Are there any far-reaching implications for brands beyond the baking category?

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young person crying
Cultural Insights

August 29, 2018

In Defence of Empathy

Empathy is having a rough go lately In 2010, a study from the University of Michigan’s Institute for Social Research found that college students’ self-reported levels of...

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