Our Thought Leadership 

Stop funding a consumer who doesn’t exist. The “average” target profile is a statistical compromise that masks real differences in income, behavior, and value perception. In a fragmented, high-scrutiny market, this misalignment is quietly eroding ROI – shifting growth to private label, insurgents, and premium niches built for real segments.

The 'average' consumer is a deceptive baseline. In 2026, a K-shaped divergence has split consumers, retailers, and brands into two accelerating extremes – while the undifferentiated middle shrinks. This report analyzes five macro-trend divergences impacting CPG and Consumer Electronics: macroeconomic asymmetry, the new consumer calculus, unified commerce, the barbell marketplace, and technology's new rules. With 29 data sources and sector-specific strategies.

A comprehensive framework for building learning plans that get funded. Includes 8-step process (with our Free Template), client priorities, and strategies for CPG and CE brands to turn budget constraints into competitive advantage.

In times of economic uncertainty, managing finances becomes a priority for individuals. However, the desire to indulge oneself...

Web-based cookies that have helped marketers target and engage their customers online with relevant advertising content are now being...