person staring out of a closed window

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

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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person staring out window

May 5, 2020

Home in Flux: Mumbai Edition

India’s lockdown has changed everything, including Home. With social distancing and stay-at-home orders, our key emotional needs associated with home - stability, belonging, comfort, creativity - are under threat, no matter where you live. Let’s explore the changing experience of home through the eyes of two of our strategists in Mumbai.

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child getting a haircut looking unimpressed
Beauty & Wellness

April 29, 2020

Hair Care: How Lockdown Is Fuelling

COVID-19 has given home hair color and cutting brands the perfect opportunity to access people who would never normally color or cut their hair at home. After food and toilet paper, hair dye and hairdressing tools are fast becoming hot products during the lockdown.

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person staring out window at sunset
Home & Entertainment

April 23, 2020


At The Sound, we’re firm believers in placing humans at the center of our stories. One story that fascinates us most is the story of “home,” and how its ongoing evolution creates changing opportunities for brands.

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Cultural Insights

April 26, 2018

Van Life

An excerpt from our research into the concept of the modern Home; all about that #vanlife. Take a ride (enjoy a stay?) through Vancouver, BC...

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