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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.
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.