Knowledge hub

For years, millennials have been painted with broad, often misleading strokes—labelled lazy, entitled, and financially irresponsible. But is that the real picture? Our latest report, The Modern Millennial, aims to shatter these stereotypes and reveal the truth about how millennials approach work, spending, and their values. As millennials move into their peak earning years, they’re […]

Measuring customer satisfaction across generations is complex. Brands must navigate evolving consumer preferences, shaped not just by age but by the unique values and experiences of each generation. Baby Boomers value direct communication and reliability, while Millennials and Gen Z demand instant responses and seamless digital experiences.  Recognising these differences is essential because a blanket […]

In the quiet corners of boardrooms and the backend of tech startups, Generation X is quietly shaping the world we live in today. Often sandwiched between the vocal Baby Boomers and the digitally dominant Millennials, Gen X has earned the nickname “the forgotten generation.” Yet, despite the lack of spotlight, this generation is at the […]

In cities across the U.S., a familiar pattern is playing out: new burger chains sprout up, only to shutter within a few short years. Despite a crowded field, entrepreneurs continue to invest in these ventures, driven by a belief that they can carve out their niche. Yet, the reality is harsh—many fail, overwhelmed by an […]

Imagine you’re a digital marketer for an online retailer specialising in fitness gear. You’ve just launched a new line of eco-friendly yoga mats, and you’re tasked with maximising sales through your website. You test two different product page versions to see which drives more purchases.  Version A features a prominent “Limited Time Offer” banner at […]

Who is perceived to be the world’s most luxurious brand? What drives perceptions of luxury? How luxury is different around the world? We answer these questions as part of our Luxury Index.

Emerging markets present a compelling opportunity for brands seeking growth beyond saturated developed economies. Countries like China, India, Brazil, and several African nations offer significant potential due to their rapid economic development, expanding middle classes, and increasing consumer demand.  For example, India’s GDP growth rate has consistently outpaced that of many developed nations, making it […]

In the Philippines, the gap between opportunities in Metro Manila and the rest of the country is as vast as the sprawling urban skyline. Historically, the capital has been the epicentre of economic, educational, and professional growth, leaving rural areas in its shadow. However, the COVID-19 pandemic catalysed a profound shift in how work and […]

Indonesia is on the brink of a healthcare revolution fueled by the rapid rise of online pharmacies. With a population exceeding 275 million, the country presents a significant market for digital health solutions. Combining vast geography and increasing digital adoption creates unique opportunities and challenges for enhancing healthcare access. Online pharmacies are redefining how Indonesians […]