Z-Files

A new McKinsey survey of 25,000 consumers in 18 countries reveals trends in how people are spending their time and money.Some “duh” findings, but also some things that are really…

Recently NFL Shop, the National Football League’s marketing arm, rolled out a fresh new campaign, called “Fan Like a Pro.” After years of unchanged messaging, the goal is to put fans front…

We often think about the psychological roots of qualitative market research, but is that frame too narrow?Mark Bibbert, from the German research agency Q | Agentur für Forschung, has posted…

Unsplash/The BlowUp We love the black market—or, at least, our brains do.A new study in the Journal of Marketing Research suggests that, all else being equal, people think illegal products…

When you hear the name Tate or Krista, what comes to mind?  What about Liam or Noelle?A new study published in the journal Acta Psychologica suggests that all else being…

Credit: Ford Two legendary brands have shifted their marketing to better appeal to Gen Z.Ford has launched its first global brand campaign since 2012.  It is called “Ready, Set, Ford.”  It is more overtly…

The outdoor apparel and gear brand Columbia Sportswear recently launched a new campaign titled “Engineered for Whatever” in a calculated effort to shift brand perception and stand out in a very monochromatic…

Everyone in marketing has an opinion about the Cracker Barrel fiasco.  What they were trying to achieve merits consideration because it is a problem many brands wrestle with. How do…

The quant firm Verasight has just published fascinating research on research that explores the limits of synthetic data. I have attached the full report.In June, they conducted a survey with…

Credit: Crumbl Crumbl is one of the hottest brands of 2025. Their cookies are more like desserts than cookies—rich calorie bombs that are hard to resist.  And they pair that…

Let’s discuss a new book titled, Amplify: How to Use the Power of Connection to Engage, Take Action, and Build a Better World by Adam Met, a climate activist who…

It’s not new news. It can feel pretty grim out there. There’s even a shorthand - VUCA (Volatility, uncertainty, complexity, ambiguity) - that’s used to describe environments like… the one…