Category: <span>Consumer Behaviour</span>
Why Brands Are Choosing Creators Over Influencers
From a $2M sales day at Favorite Daughter to Bob's Discount Furniture's 50% jump in organic reach, creator-led content is outperforming influencer…
NHL courts BookTok romance fandom with Hot for Hockey
Why the NHL's Hot for Hockey campaign is borrowing BookTok romance tropes to reach new fans, and the brand risk in joining…
Maharashtra Bans Infant Formula Ads and Influencer Promos
Maharashtra FDA has banned ads, free samples, cashback and influencer promotion of infant formula, with fines up to INR 10 lakh.
Friends Repositions Adult Diapers as a Travel Essential
Friends adult diaper brand uses a travel story to destigmatise incontinence for an estimated 14 million middle-aged women in India.
Freedom’s Rahul Dravid Ad Makes Cholesterol a Family Choice
Freedom Healthy Cooking Oils targets adult children with Rahul Dravid, reframing an oil switch as a way to protect parents' hearts.
AI Agents Are the New Shelf Space
AI assistants are becoming a new gatekeeper. New tracking shows recommendations vary wildly, retailer citations are uneven, and AI traffic is growing.
Bombay Shaving Company’s trimmer is so good it’s killing repurchase
A LinkedIn 'complaint' about a trimmer battery that refuses to die exposes a paradox: extreme durability builds trust but removes the next…
The two clocks reshaping media: why short-form became premium
Ambient scrolling is no longer filler. Fast Company links the rise of short-form to an 1865 coal paradox, and shows how media…
Consumers are aspiration-led, not category-led: Super.money
Super.money CTO Kaushik Mukherjee on why consumers buy around aspirations and brand affinity, and what that means for segmentation and loyalty.
Loyalty Programs Are Getting Worse—Here’s the Psychology
Dunkin', Starbucks, McDonald's and others are quietly devaluing rewards. Here's why members stay, and what brand managers should learn.
Why Connected TV Is Growing in India and What It Means
India's connected TV audience jumped 60% in a year as smart TVs got cheaper and smaller towns logged on. Here's what that…
India’s Gold Shadow Trade Returns as Taxes Bite
High gold prices and a 15% import duty are pushing Indian buyers into cash-only, no-invoice gold purchases as wedding season approaches.