Thought Leadership
Our experts are regularly featured in leading luxury publications, offering strategic insights that help shape the decisions of today’s most forward-thinking luxury brands.
Vogue Business: Generational breakdown – Understanding the Gen X consumer
Featuring Global Strategy Partner, Cherry Collins.
This article delves into the evolving mindset of Gen X luxury consumers, a group whose formative experiences and digital fluency position them as a key demographic for brands to engage. Referred to as the ‘Memory Makers’, they represent a post-pandemic shift from emotive, guilt-based purchasing to seeking deeper meaning and lasting value through their brand interactions. For luxury brands, success with this cohort lies in recognising their tech-savviness, loyalty to quality, desire for authenticity, and their tendency to mark life’s milestones with meaningful purchases.
Vogue Business: Future beauty standards are extreme. How should marketing respond?
Featuring Global Strategy Partner Cherry Collins.
This article explores the growing tension in the beauty industry between rising extreme beauty standards and the need for inclusive, empowering marketing. As the definition of beauty broadens, brands are challenged to communicate authentically while connecting with a diverse audience that shares common values. The conversation highlights the importance of embracing diversity, prioritising authenticity, using technology to personalise experiences, celebrating individuality, and committing to sustainable, ethical practices—all key strategies for brands aiming to stay relevant in an evolving landscape.
