Given that boomers, Gen X are the global terms, most of the literature on generational shifts is western. We tried to piece together a view across generations – via our work across cohorts – for the Indian consumers. There have been dramatic shifts socio-culturally, in our economy and infra in these last decades. Many boomers have successfully adapted to the new world with their kids; sampling consumerism, living it up via travel, Insta and enjoying new experiences. Gen X is

In a world consumed by unrealistic beauty standards, Dove's "Real Beauty" campaign stands as a testament to the transformative power of consumer insights and market research. The campaign, rooted in Dove's " The Real Truth about Real Beauty " research, aimed to challenge conventional notions of beauty and promote inclusivity in the beauty industry. The Challenge: Working with professionals from the London School of Economics and Harvard University, Dove set out to discover wh

Understand the different types of cognitive biases and how they help you decode consumer behaviour and shape your marketing strategy.

Is your brand persona and marketing communication in line with the emergent codes?