Knowledge hub

Coined by cultural historian Jonathan Pontell, “Generation Jones” refers to the demographic born between 1954 and 1965. A cusp generation, they sit between the Baby Boomers and Generation X, combining the idealism of the Boomers with the pragmatism of Gen X. Often overshadowed by their more widely recognised generational neighbours, Generation Jones has quietly shaped markets and […]

As inflation continues to surge globally, its ripple effects are being felt acutely by brands, particularly in their marketing operations. Rising media buying, production, and consumer outreach costs have placed marketing budgets under unprecedented pressure. What once was possible within a fixed budget now demands recalibration to maintain effectiveness. This is not a regional issue; […]

Imagine starting your day with a favourite playlist, attending back-to-back virtual meetings, and unwinding with a podcast without ever removing your headphones. This increasingly common scenario brings a significant risk: hearing loss. In the 2024 Ear Survey conducted by our sister company, Cross Marketing Inc. (CMG Inc.), we explored the growing concern about hearing loss […]

The electric vehicle revolution is not just a global phenomenon—it’s driving full speed into the Philippines. According to the Electric Vehicle Association of the Philippines (EVAP), the number of electric vehicles in the country is set to soar to 6.6 million by 2030, with a staggering 3.6 million electric motorcycles and 300,000 private electric cars […]

Imagine Maria, a 24-year-old from Manila, scrolling through Instagram one evening. She stops at a captivating reel by Rei Germar, a popular Filipino beauty influencer, showcasing a new blush from Issy & Co. Cosmetics. Enthralled by the seamless application and glowing review, Maria immediately heads to Shopee and adds the blush to her cart. Within […]

Walking into your local Starbucks, you face a staggering reality: there are over 170,000 ways to customise your drink. This incredible range of choices, while appealing, has become a significant challenge for the company. Managing such complexity has turned a simple coffee run into a logistical maze, leading to slower service and growing frustration among […]

Effective marketers understand that true brand connection comes from knowing their audience intimately. Creating detailed marketing personas is crucial for this connection, as personas provide a validated composite sketch of the target market to inform content strategy and drive engagement and revenue. However, the digital world constantly evolves, influencing audience needs, priorities, content consumption habits, […]

Indonesia provides a fertile ground for affiliate marketing, with over 270 million internet users and a high engagement rate on platforms such as Instagram, Facebook, and YouTube. Affiliate marketing platforms in Indonesia have given brands and affiliates innovative ways to monetise online traffic. Brands are constantly battling for consumer attention and loyalty among these commercial […]

Insurance coverage remains alarmingly low in the Philippines—a nation renowned for its resilience in the face of adversity. With an insurance penetration rate of just 1.75%, one of the lowest in the world, most Filipinos are left vulnerable to financial turmoil when unexpected events strike.  This startling statistic reveals a critical gap in the financial […]