Women’s Rugby World Cup: how can the spike in interest in women’s rugby be built upon to create a lasting legacy?
The 2025 Women’s Rugby World Cup sparked a remarkable shift in engagement with women’s rugby. While the number of UK adults engaging with rugby union overall hasn’t changed significantly, the percentage of rugby union fans following women’s rugby has jumped over the last six months.
Strictly speaking: What the data really says about the backlash
The media framed Strictly’s 2025 line-up as a lurch to the right. But Yonder’s Clockface analysis reveals a different story: low awareness, broad appeal and balanced sentiment.
Putting real lives at the centre of audience understanding
Segmentation alone isn’t enough. To understand audiences, we need to see real lives in motion shaped by identity, context and change.
Shaping global perceptions for positive outcomes
Reputation is one of the most powerful assets in today’s interconnected world. A strong global perception can open doors to investment, partnerships, and influence—while a misstep can quickly erode trust.
How marketers can solve the confidence crisis
Marketers can solve the confidence crisis by shifting focus from products to people. Instead of looking inward, brands should align with customer values, show up consistently as allies, and lead with purpose. This instills belief, breaks cycles of pessimism and builds lasting growth.
Women’s golf is a driving force behind the sport’s much-needed cultural refresh
Women’s golf is growing fast, with participation tripling in the past 5 years. New formats, inclusive clubs and female-led initiatives are driving cultural change and expanding the sport’s audience.
Rethinking customer journeys in a non-linear world
Customer journeys aren’t linear anymore. Learn how behaviour is shaped by social, emotional and digital cues, and what brands should do next.
Will the Women’s Rugby World Cup reshape rugby?
The Lionesses’ Euro 2025 win sparked record fandom. Here’s how clubs, brands and bodies can harness it to grow women’s football for the long term.
Women’s tennis lacks the spotlight, not the star power
As all the action is taking place in SW19, I’ve been reflecting on the state of women’s tennis. The Wimbledon Championships, as well as the other Grand Slams, are a great showcase for both the men’s and women’s game, but there is still a long way to go to grow and sustain women’s tennis fandom. […]
Honouring the Lionesses’ legacy spells huge opportunity for women’s football
The Lionesses’ Euro 2025 win sparked record fandom. Here’s how clubs, brands and bodies can harness it to grow women’s football for the long term.