Ideas we’re exploring. Questions we’re asking. Signals we think matter.

FEATURED THINKING

The US and UK are both highly connected digital markets. But similar platforms don't necessarily produce similar behaviour.

Our work points to a more interesting difference: in the UK, digital influence is more private and trust-sensitive. In the US, it is more creator-led, personalised and participatory.

The implication for global brands?
Localising creative may not be enough. We may also need to localise our understanding of how influence, trust, discovery and purchase actually work.

Digital connectivity may be globalising.
Digital behaviour is still cultural.

Consumers experience a product before the first bite, sip, sniff or touch. What happens when the signals surrounding the product promise something different from the experience itself?

Consumers don't eat nutrients. They eat food. How far can we improve the nutritional profile of familiar foods without changing the sensory experience that makes people choose them?

As oral care becomes more intelligent, visible and data-driven, where does useful precision end and unnecessary complexity begin?