From playlists we hope no-one ever finds to the foods we only eat alone, everyone has at least one guilty pleasure. But does keeping quiet about one’s secret loves heighten the feel-good factor, or simply contribute to cultural snobbery? And how might brands rethink the use of guilt as an emotion?
With over 15 years of experience mapping cultural shifts and trends, Shabana Ebrahem helps brands better contextualise contemporary lifestyle and wellbeing narratives. She's a trusted industry advisor, idea curator, practitioner, and educator, skilled in trend application, research, and cultural insight. Ebrahem has designed and led pivotal foresight and market intelligence projects for leading brands in the UK and globally across industries, including beauty, supplement health, consumer electronics, and retail – making her a go-to specialist for several leading companies.
