Our Thinking

Original thinking on important issues & their implications for business

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Understanding Sources

Branding and Marketing

Understanding new sources of growth

Written by Andrew Curry, Director, Kantar Futures Finding and developing new markets is one of the core activities of business. Looking for growth is more challenging in a post-crisis world where… Read More »

Brand Machine

Branding and Marketing

The brand: The machine that makes the difference

The concept of businesses purely chasing shareholder value is a relatively recent and flawed one; those that also have a social purpose stand out more, engender loyalty and focus on… Read More »

New Rules for Retail

Strategy

The Future Shopper

Henry Tucker, Deputy Managing Director at Kantar Futures and Steve Mader, Director – Digital Retail at Kantar Retail explore how changing shopper attitudes and technology are re-shaping retail.

Life Twist

Co-branded

The American Express LifeTwist Study

Foreword written by The Futures Company In the last decade, American society has undergone a transformation brought on by a world of accelerated change. This has been exacerbated by a… Read More »

Google Walk

Branding and Marketing

Brands And The New View Of Social Influence

There are two kinds of interaction in social webs – asking and telling. The traditional view of social influence is all about telling. The new view is more about asking,… Read More »

Women 2020 Our Selves

Demographic Trends

Women 2020: Our Selves, Our Worlds, Our Futures

Women represent just under half the global population and are the fastest-growing group of consumers worldwide. Yet, analyses of their role in society are often one-dimensional and linear. Usually, the… Read More »

Illusion of Faster

Branding and Marketing

Brand Marketing and the Illusion of Faster

It’s said that the marketplace is cycling faster than ever these days. No doubt this is true, but at least a part of this sensation of a brisker pace is… Read More »

New Rules for Retail

Strategy

New Rules for Retail

Written by Andrew Curry, Director, The Futures Company In our report on The Future Shopper, The Futures Company collaborated with Kantar Retail to tell the story of how shoppers, and… Read More »

Category Killers

Branding and Marketing

Brand Innovation: The Best Category Killer

A recent Wall Street Journal headline stopped me in my tracks: “Is Innovation Killing the Soap Business?” When I put this story down, I was even more confounded. Could it… Read More »

Cities

Strategy

Why Cities Dominate The Marketing Landscape

For one thing, local city economies matter more than national economies. A recent paper by Brigham Young University economist Todd Mitton found that the economic performance of sub-national regions within… Read More »

New Rules for Retail

Strategy

The Future Shopper

The Future Shopper —  new insight from The Futures Company and Kantar Retail Digital technologies, consumer expectations and socio-economic change are combining to transform the way we shop—and this has future… Read More »

Hi-tech

Branding and Marketing

Brand Building In A Hi-Tech World

Evgeny Morozov is a scold. Little if anything about the direction in which digital technologies are moving these days meets with his approval. Morozov is not alone. A small coterie of… Read More »

Succeeding in Low Growth

Strategy

Succeeding in low-growth markets

The main factors shaping the world’s richer economies, including the US and the UK, point to falling productivity and squeezed margins from external pressures, which will continue to push down… Read More »

Women 2020

Demographic Trends

Women 2020

Women represent just under half the global population and are the fastest growing group of consumers worldwide. Yet analyses of their role in society are often one-dimensional and linear. Usually,… Read More »

Volatility

Strategy

The New Volatility

FutureProof is Kantar Futures’ regular briefing about current global strategic and consumer issues. The latest edition of Global MONITOR, our strategic, future focused global insights programme, has just been released It… Read More »