Reports: Latest

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Marketing to domestic dads

The number of stay-at-home fathers has risen tenfold in the last decade. While women still account for the majority of primary care giving, the increase is significant. So how should brands respond?

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Arabic women in the Middle East

To try and understand how Middle Eastern markets will develop we focus on the native population of Dubai and the UAE and identify a powerful, emerging female consumer group.

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The maturing relationship between music and brands

In anticipation of Mandy Saven’s report on the future of music and retail, we evaluate how the relationship between music and brands has changed, and analyse recent collaborations for clues to a successful venture.

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Luxury cars and Gen Y

The global automotive market is expanding, as luxury car marketers swoop towards young drivers. We examine how this trend has been shaped by both audience lifestyles and industry shifts in the US and India.

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Telling aversion: consumer resistance to brand stories

Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands and advertising, revealing differences between how people relate to brand fictions and how they relate to other incarnations of pop culture.

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The contradictions of post-90s Chinese youth

With over 630 million Chinese people under the age of 24, post 90s Chinese youth represents a significant opportunity for marketers in the Middle Kingdom. Joel Backaler taps into a few of the segment’s habits and desires.

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Nose to screen: interacting with smartphone ads

Mobile marketing is an industry facing huge growth as consumers spend more time and money on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in the smartphone industry.

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Avon calling: the future of brands in personal spaces

Online, consumers are leading increasingly public social lives. How is this affecting our definitions of privacy in physical spaces, such as the home?

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Women and digital

If women like sharing, why is so much viral video aimed at men? We explore the different ways in which men and women use the internet and what that means for brands.

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Branding Australia

Dipak Nayar explores the shift from ‘old’ affections and traditions to an Australia redefined, where branding will increasingly need to reflect the nation’s shifting cultural demographics.