Thriving Amid Market Shifts: Why Emerging and Challenger Brands May Have the Edge.
Thriving Amid Market Shifts: Why Emerging and Challenger Brands May Have the Edge
January 2025
Gen Z’s Rise: What FMCG and CPG Marketers Need to Know About the New Consumer Powerhouse.
Move over Millennials, Gen Z is here, and they’re rewriting the rules of consumer behavior. Born between 1995 and 2010, this generation represents 25% of the global population and wields $360 billion in spending power in the U.S. alone. But what truly sets them apart isn’t just their size—it’s their values. From sustainability to digital-first
Why the Global Shift Away From Alcohol Consumption Matters—And What It Means for Marketers.
In recent years, a seismic shift has been quietly reshaping the beverage industry: alcohol consumption is declining, particularly among younger generations. This trend isn’t just a blip on the radar—it’s a cultural revolution driven by evolving values, health consciousness, and changing social norms. For marketers, this presents both a challenge and a golden opportunity to
Consumer-Centric Innovation: Where Do Brands Go Wrong?
Walk into any big consumer goods company, and you’ll hear the familiar mantra: “We put the consumer at the center of everything we do.” It’s a compelling message for investors, internal teams, and brand loyalists alike. But when you look at what actually makes it to the shelves, the reality is often quite different. Despite