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.
What gambling can teach us about consumer protection
Even without trust, consumers stay engaged if they feel protected. Lessons from gambling show how visible tools and thoughtful design can build real confidence across industries.
Beyond Wimbledon: The untapped potential of women’s tennis
Tennis attracts the largest number of women’s sports fans in the UK, and while big events like Wimbledon pull big viewer numbers, these numbers fall off throughout the year. This means the greatest opportunity for both men’s and women’s tennis is not to encourage more fans to engage with the game, but to encourage them to do so on a sustained basis.
People and profit? How brand allyship feeds future growth
For stagnant businesses struggling to find growth opportunities, our question is this: are you squeezing customers or supporting them? When everything is so uncertain, customers want the brands they support to reciprocate, an ally in the face of challenge, to feel like brands are ‘in this’ with them.
The Kidult Revolution: How brands can leverage nostalgic play for strategic advantage
From LEGO sets and Jellycats to Nintendo Switches and slime, every day seems to bring a new kidult trend exploding across the internet. These new trends are coming from adults, not kids, who are driving popularity and demand. What are the implications of the kidult trend for brands?
Will the Lionesses’ summer spark a shift in football fandom?
With the UEFA Women’s Euros underway, Yonder explores whether England’s Lionesses can drive lasting change in football fandom, and how the tournament could reshape engagement with the women’s game at both national and club level.
Game on: The Summer of Women’s Sports
This is the start of Yonder’s new campaign into women’s sports fandom – why it matters, what we’ll uncover, and how it can shape future strategy for brands.