food

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,...

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.

It’s no surprise that with a pandemic comes increased consumption of alcohol. City legislation ushered us out of liquor stores at 6pm, while a case...

The recent rise and staying power of oat milk has shown how we are taking actions toward sustainability, and how these motivations, while they lead to the same place, are very different and worth investigating.

Dog parents are facing a plethora of new challenges and choices as they strive to keep their pets healthy and happy amid the ongoing crisis. We interviewed over 500 dog owners across the US, Canada and UK to explore those challenges and in particular, the shifting attitudes and behaviours towards trialling different foods and diets.

Plant-based foods are skyrocketing in demand, even more so now during COVID-19. The Sound dives into the consumer motivations, trends, and brand strategy behind the category’s massive growth. From the eco-friendly trendsetters, to the health-motivated newbies, the motivations behind trying plant-based foods are as diverse as the products available on shelves right now.

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?

Expo West: event summary Earlier this month, Jerusha Bennett, Director of Brand Strategy and Innovation at The Sound’s Chicago office, had a blast attending the...

We first learned about Bren Smith, of  GreenWave.org and Thimble Island Ocean Farm, after watching his talk at TEDx Bermuda. A former Atlantic Cod fisherman turned seaweed...

At The Sound we love digging into the ideas and values that impact the fabric of our daily lives. As part of our Fringestream series,...