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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.

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.

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.

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.

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.

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.

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.

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.

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.

Close your eyes and imagine a group of ten teenagers…

Hard to keep reading with your eyes closed huh? But in all seriousness, we suspect that heads down, phone in hand is central to the picture you painted in your mind. And while this is very often the case, you’d be surprised to know that compared to Millennials, Gen Z’s relationship with tech is evolving.