blurred nude person posing in front of window
Beauty & Wellness

July 23, 2020

Sex in the Time of COVID-19

The headlines tell us about how COVID-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Download the report inside!

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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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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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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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two people close together looking into each others eyes
COVID-19

May 13, 2020

Love in the Time of COVID-19

It's not news that dating is complicated in India. Who, what, where, when, why, and how aren't only down to personal choices, but social and cultural circumstances as well. Since the lockdown started, online dating has seen a sudden surge among both men and women. But why?

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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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person staring out window
COVID-19

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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Home & Entertainment

April 23, 2020

Home

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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man holding a glasses
Empathy

April 10, 2020

Empathy: A Decade in Review

Empathy is as hot a topic as the economy these days, so we decided to reflect on how brands have been dialing it up to make deeper connection with people.

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Cultural Insights

February 26, 2020

Gen Z vs Millennials: Infographic

The oldest Millennials keep growing further from the light of youth. On the internet, “Millennial” tends to function as a catch-all for anyone in the age of youth. And even when these generations are named differently, people still tend to believe they are the same. Common ground is often their protest against Boomers. Google it and you can find a meme or two about Gen Z and Millennials banding together to fight Boomers. “Ok Boomer” meme has become their endlessly repeated retort to the problem of older people who just don't get them

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