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Gen Z: The new conservative
To truly connect with Gen Z, brands must move beyond virtue signaling and display genuine commitment to their stated values through actions, says Quantum Consumer Solutions associate.
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
Opinion: Fleeing fragility - the emerging Indian man
Deconstructing the changing codes of masculinity in India through a semiotic reading of the fast-growing men’s grooming industry
Opinion: How can brands be frontrunners in solving for climate change beyond just greenwashing consumers?
The author explains how brands have a large role to play in helping prevent the climate catastrophe by contributing to a larger systemic change
Opinion: Unpacking conflict and tensions across consumers’ multiple identities
If brands can holistically understand the identity sets of consumers and speak to what truly matters, they may well be rewarded with an even more loyal and satisfied customer base, says the author
Opinion: The more we see ourselves through tech, the more we contemn what we see
The author explains how video calls are forcing us to look at ourselves
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