The Green tide: how voter disillusionment is reshaping the UK’s political landscape
The current surge in support for the Green Party is not just a headache for Labour; it’s a symptom of deeper public frustration with the UK’s political and economic consensus. The Greens more than doubled their vote share at the 2024 General Election compared with 2019, have received some of its highest poll ratings ever […]
A missed connection: why did the 2025 budget fail to resonate?
Measuring the mood: The pre-Budget barometer In a landscape defined by economic pessimism, frustration with the status quo, and distrust in the government, the 2025 Budget Statement has managed to deepen existing anxieties. It demonstrates the difficult situation the government finds itself in, but also the ease with which control over the narrative can be […]
The future of women’s sports needs long-term partners not quick-win sponsors
Three cultural trends brands can build on to establish lasting engagement and sustained credibility in women’s sport It’s been a winning year for women’s sport. Over 16 million tuned into the Lionesses’ win at the Euros; a record 4.1 million watched the Wimbledon women’s final; and a total TV audience of 12 million followed the […]
The transformation of payment ecosystems
The way individuals and businesses exchange value is undergoing a fundamental shift, driven by technology, regulation and changing customer expectations. From our work in this sector, we have developed a deep understanding of citizens’ relationship to money, their expectations when it comes to payments and the challenges when it comes to changing behaviours.
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.