by Katie Wilson | Aug 27, 2025 | Consumer Truths & Insights, Featured, Gen Z, Resources
Generational differences explain how consumers shop beauty — but culture and ethnicity shape what beauty means in the first place. Today, diversity isn’t a niche conversation; it’s a business imperative. Brands that fail to reflect the realities of their consumers...
by Katie Wilson | Aug 20, 2025 | Blog, Featured, Gen Z, Resources
The beauty and personal care industry is in constant motion, but what drives a purchase isn’t the same for every consumer. A closer look at generational differences reveals not only how people shop, but why they shop — and why understanding those nuances is critical...
by Katie Wilson | Jul 25, 2025 | Featured, Resources
Back-to-school season is no longer just about pencils and backpacks. For marketers and brands, it’s a high-stakes window into evolving consumer behavior, budgeting pressures, and decision-making dynamics. This year’s back-to-school shopping season tells a story far...
by Katie Wilson | Mar 9, 2025 | Blog, Featured, Heather's Case Files
Sip, Sip, Hooray! The RTD Cocktail Craze and the Mocktail MovementThere’s something special about a perfectly mixed cocktail — the right balance of sweet, sour, bitter, and boozy goodness. But let’s be honest: not everyone wants to play bartender at home, measure out...
by Katie Wilson | Feb 10, 2025 | Blog, Communication & Messaging, Featured, Resources
From Idea to Icon: The Life Cycle of a Super Bowl Ad If you’re a marketer, advertiser, or brand strategist, you already know that Super Bowl ads aren’t just commercials, they’re cultural moments. They shape conversations, create viral trends, and, when done right, can...
by Katie Wilson | Jan 5, 2025 | Blog, Complete Consumer Understanding, Consumer Truths & Insights, Definitive Strategic Direction, Featured, Gen Z, Marketing, Messaging, Qualitative Research, Quantitative Research, Resources
While GLP medications disrupt traditional health and wellness models, they also present unique opportunities for businesses to innovate and adapt.Redefining the Value PropositionCompanies that once emphasized calorie-reduction plans and gym memberships must now pivot....
