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Why Brand Loyalty is Turning Into Tribalism.

Brand loyalty is no longer about what you buy – it is about who you are. Consumers do not just choose brands; they pledge their allegiance. Jeep Wrangler owners – called Jeepers, Apple users, Patagonia advocates, and Nike loyalists are not just customers – they are tribes bonded by shared values, identity, and purpose. A […]

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Fast Food Enters the Subscription Era as Brands Bet on Customer Loyalty.

In early 2022, Panera Bread introduced its Unlimited Sip Club, a subscription service granting customers unlimited self-serve beverages for a monthly fee. It was among the first major fast-food chains to test a subscription-based model, shifting from traditional loyalty programs to a strategy aimed at securing recurring revenue and increasing customer visits. Subscription models are […]

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How Rising Food Prices Are Changing Buying Habits in Japan.

Food prices in Japan have surged since 2022, shifting consumer habits in ways that brands cannot afford to ignore. A nationwide study by our sister company, CMG Inc., reveals the extent of this shift, showing how inflation influences where, what, and how often people buy groceries. Japanese consumers have long prioritized quality and brand loyalty, […]

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How Brands Can Adapt to the Social Media Detox Trend.

For years, brands have poured billions into social media, banking on its power to capture consumer attention. But many users are logging off, exhausted by algorithm-driven content, relentless ads, and digital fatigue. The rise of the social media detox movement presents an inconvenient truth for marketers: the platforms once considered indispensable may now push consumers […]

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How Kidults Are Driving Toy Sales.

The fastest-growing consumer in the toy industry is not a kid. A new generation of adults is rewriting the rules of play, driving billions in annual sales and reshaping how toy brands approach product development and marketing. These buyers, known as kidults, are fueling growth as they seek nostalgia, collectibles, and high-end toys once marketed […]

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The New Reality of Purpose-Driven Marketing.

A decade ago, purpose-driven marketing set brands apart by championing social and environmental causes. Today, it’s an expectation, not a differentiator. As scrutiny from consumers, watchdogs, and regulators intensifies, the stakes have never been higher. Public trust in corporate promises has plummeted, with over 60% of consumers skeptical of sustainability and social impact claims. Meanwhile, […]

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Why Transactional Rewards Are Losing Their Grip.

Loyalty isn’t what it used to be. A recent study by Deloitte found that 50% of consumers are now enrolled in paid loyalty programs, an increase from 32% just two years ago. Yet, this surge in participation hasn’t translated into higher engagement or spending, signaling a massive shift in what customers value. Points, discounts, and […]

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The Rise of Subtle Marketing in a Noisy World.

In a world bombarded by ads shouting for our attention, quiet brands are winning hearts. Amid the constant din of bright banners, autoplay videos, and relentless notifications, consumers seek a reprieve: brands that speak softly yet resonate deeply. A noisy world allows brands the opportunity to offer audiences a little quiet. This shift isn’t accidental. […]

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Japan’s Second-Hand Market Redefines Retail and Sustainability.

The second-hand goods market in Japan has seen extraordinary growth over the past decade, more than doubling in value since 2010. This surge reflects a shift in consumer behavior toward more sustainable and economical choices, driven by the rising popularity of second-hand goods platforms and a cultural focus on quality and reuse. Our sister company, […]

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Blog

The Psychology of FOMO and How Brands Use It.

A pair of limited-edition sneakers sells out in seconds. A countdown timer warns shoppers to buy now—or miss out. An influencer teases an exclusive event, restricted to a select few. Despite a surplus of consumer choices, brands are making products deliberately harder to buy. Scarcity, urgency, and FOMO—the fear of missing out—have become core strategies […]