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CONSUMER

The guilty pleasure of luxury as a marketing opportunity

by // February 20, 2019

Like nearly all categories, the luxury category is evolving, driven by demographic shifts, long-term socioeconomic trends and technology, which has increased accessibility as well as redefined what is considered luxury to begin with. As the luxury landscape changes, it’s important for marketers to understand the complex new dimensions of the category in order to fully… continue »

How the ABCs of investing may be hurting you

by // January 31, 2019

The best piece of investment advice you might ever get is to re-sort the list of investment options for your 401(k). Right now the choices are probably listed alphabetically. Change to rank them by expense ratio. If you can’t do that, focus on that information as you scroll down the list. That’s because the order… continue »

Should Brands Try to Change the World?

by // January 24, 2019

Gillette is facing aftershocks from its brand campaign launched last week to usher in a new era of masculinity. With a spot called, “We Believe: The Best Men Can Be,” the Procter & Gamble brand took a firm stance on the need for a modern definition of what it means to be a man. Not… continue »

What Martin Luther King Jr.’s legacy teaches about activism as companies take a stand

by // January 18, 2019

Martin Luther King Jr. would have turned 90 on January 15th. As Americans observe his birthday on the January 21st federal holiday, he still has near-universal appeal. Overall, 90 percent of Americans view King favorably, according to a fresh Ipsos poll. The civil rights leader’s enduring favorability highlights how his reputation over time has changed.… continue »

Americans resolve to be better, more patient people. Five ways brands and BeSci can help you nail your New Year’s goals.

by // January 15, 2019

Beyoncé and Jay-Z want their fans to try going vegan in this new year. Blogger and mom Stephanie Ortiz plans to be more patient with her kids. People across the U.S. plan to make similar changes in 2019, according to a recent Ipsos survey. Yet, creating new habits and sticking to them is challenging. The good… continue »

Multivore diet families are going mainstream

by // January 10, 2019

It’s been 10 years since Michael Pollan published his book, “In Defense of Food,” with the mantra, “eat food, not too much, mostly plants,” for improved health. How has the western diet changed since then? For one, Whole Foods has a meatless phenom in its TTLA sandwich with tempeh bacon, tomato, lettuce and avocado. In… continue »



This issue is focused on a fourth key sector: food. Specifically, we have conversations with the difference-makers about how our food gets to us, where that food comes from today and will come from tomorrow. Read WTF: Food »


Each quarter, GenPop asks What the Future about a different key area of our economy: Housing, Mobility, Health and Food. Read Previous WTF Issues »

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