Hypercycle - Gung Ho's Handbook. Navigate Culture in a Hyped-up World

Fuelled by a continuous churn of ‘microtrends’,  short-term moments often have made it increasingly difficult to predict what is fleeting and what is here to stay. Our 2024 report explores how we arrived where we are, and how to make the best possible decisions both as brands and consumers.

The report contains a collection of leading voices in these spaces to assess, un-confuse and reignite the need to nurture true originality and authenticity.