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How Real People Feel About...Influencers

With talk that TikTok and Instagram are gaining ground on Google search amongst younger people, influencers are starting to become the first port of call for consumers to learn about products, services and brands. But do people trust them? Respect them? Like them? We spoke to some real people to get their views.
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Building Communities with Charlie Dark, MBE

DJ pioneer, community builder, and proud father, Charlie Dark MBE, steps into the spotlight with Truant to share his journey of bringing people together. While "community” has become a real buzzword, for Charlie, it’s been a lifelong mission. His work has and is uniting people both on the dancefloor and in the streets. As the founder of Run Dem Crew, a London-based running community, Charlie has impacted countless lives through the power of movement and positivity, earning an MBE along the way.
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AI Impact Report 2024

We created the 2024 AI Impact Report, our new global research into consumer perceptions and behaviours. With over 7000 respondents across 5 countries, this report will provide valuable insights into the evolving landscape of Generative AI and voice-activated technology.
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Creative Strategies for Magnum (Podcast episode)

In the new episode of Kantar's podcast 'Future Proof', LOLA's Head of Planning, Camilla Facin talks about the transformative role of creativity in tackling Magnum's business challenges. She is joined by Denise Verkaik-van Strien , Senior Global Marketing Manager at Magnum and and Vera Sidlova, Global Creative Thought Leadership Director at Kantar. Discover how we harness consumer insights and innovative strategies to turn business problems into compelling, human-centric campaigns.

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Truth Reimagined. An Introduction.

The marketing landscape has become complex, often turning culture into a buzzword. Many are caught up chasing trends, confusing viral moments with true cultural movements, which stifles creativity and clouds our understanding of the communities we should be speaking to. At Gung Ho, we believe it’s time is now to usher in a renewed sense of creativity, truth and cultural reimagining. Our mission has always been to reimagine and redefine what brands can contribute to culture.
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How RealPeople Feel About...Halloween

Halloween in the UK feels like it’s getting bigger, more expensive, and more American with each year that passes. Halloween spending in the UK is projected to reach £776 million in 2024, with 3 in 5 Brits planning to make a purchase for it. We spoke to some real people across the country to find out how they really feel about it, to better understand how brands might connect with people at this time of year.
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Giving Mommy Culture a Reboot.

At VIRTUE, we're committed to reshaping the narrative around motherhood, fostering open conversations, and advocating for equity for working moms. Our latest research from our foresight arm PIGEON, "Mommy Culture Needs a Reboot," dives into the realities of modern motherhood—celebrating its joys while addressing the overlooked challenges that can affect a mother's well-being.
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Why Sustainability isn't Selling: Don't Lead with Green

Catch A Fire hosted its latest Ignite webinar in early October, the first in a new series, where we, along with a panel of industry experts, tackled the topic of sustainability in relation to consumer behaviour and purchasing motivators. You can find out some of the key insights we took away from this recent in-depth discussion.

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Next Gen Influence

One glance at the content made by today’s creators, and we see a culture in flux. Everything from tone, topics and production norms have changed in the decade since influence’s infancy. To understand what’s coming next, it’s essential for brands and creators to have one eye trained on the next gen of influence. We’ve uncovered five trends illustrating what that next generation will look like.
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How Real People feel about...electric cars

Adoption of electric vehicles seems to have hit some speed bumps. Changing government policies, slowing sales and trade tariffs have all been in the headlines in 2024. Electric Cars were once symbols of the future. So why aren’t we more excited now they are here? We spoke to some real people from across the country, to find out what they really think about EVs. And provide insights to help those involved in marketing the transition.
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How Real People feel about...The Olympics

They feel like biggest thing in the world right now – and certainly one of the biggest marketing opportunities – but just 4 in 10 Britons say they are interested in the Olympic games (YouGov*). That said, in the same survey 57% said they’d rather attend them than a Taylor Swift concert. We spoke to some real people around the country to understand how they feel about the greatest show on earth (the games…sorry, Taylor).
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Future Mum 2035

The next generation of parents will be from the much-discussed Gen Z. How will the world that they have grown up in shape their views of parenting? What societal trends will impact their choices when they're raising children? And what what are the implications for baby and toddler brands? We interviewed some 16-28 year olds to find about their hopes and expectations for the future. And we dug into lots of existing reports and data sources to construct a picture of parenting in the 2030s.
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The Play Book: Family Festive Edition

Our new Play Book is an insights-driven, deep dive into how marketers can capitalise on children's significant influence over brand discovery and purchasing intent. Here at PrettyGreen, we’re experts in campaigns that connect with families. We’ve worked with household names like Hasbro, The Entertainer, and Nintendo not to mention those infamous John Lewis Christmas campaigns. We know all about marketing to parents.
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It's a Flex

Struggling to keep up with the fast-paced online culture? At That Lot, we understand the chaos of social media. Introducing our first Unskippable White Paper: It’s a Flex! This guide helps brands navigate the social landscape, from understanding online culture to embracing AI and social guidelines. We offer tips to avoid the cringe abyss and join relevant discussions. Even we get puzzled by some trends, but our experience can help you find your flex in the social world.
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Beyond borders: emotional storytelling and authenticity drives destination marketing success

Pent-up demand for travel continues to surge but the overwhelming choice of destinations and deluge of cookie-cutter marketing can leave customers with decision paralysis. Often, they can’t see the wood for the (palm) trees, so how can marketers promoting countries, regions or cities stand out? This piece highlights the importance for authentic experiences and avoiding stereotypes to bridge the gap between the audience and destination.
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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.