Brands During COVID-19: Marketing that missed the mark

Following on from Part One, which looked at examples of creative comms in coronavirus, here…

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Brands during COVID-19: who ‘got it’ during lockdown

The ethical concept of being right or wrong is one I shall not be delving…

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Unlocking mental availability: How to grow in the spirits category during and post downturn

What marketing science tells us about how to really grow brands Many marketers have been…

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Coronavirus, Millennials, and the Limits of Shared Experience

At Trajectory, we’re fairly sceptical of generational analysis – it has its place but must…

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Post-Pandemic Consumer Trends

“This is the kind of event that is going to live on for decades in…

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Damaged Goods: Going beyond Consumer Confidence

We need a new way of looking at consumer confidence. Despite its widespread use as…

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A Year in Optimism

So this is Christmas, and what have you done? Another year over, a new one…

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Why no-one is talking about the economy in this election

Consumer confidence is perilously low in the UK. Consumers expect 2020 to a be rough…

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Sky News Launches Brexit-Free Channel – should brands follow suit?

This week, Sky News announced that it would launch a new ‘pop-up’ channel that will…

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The Role of Trust in Defining our Outlook on Life

Here at Trajectory, we have been closely monitoring consumer sentiment through our monthly Optimism Index…

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Sobriety is Better than Sex: The Interplay of Economics, Health and Play

Our first question here is as follows. Imagine the global economy jolts itself out of…

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The Unspoken Mystery of Consumer Spend: Does Your Sector/Brand Deserve a Fairer Share?

Guest article from James Murphy, forecaster and founder of Rinkli Funstas Consider this. The average…

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Us and Them: Private Vice and Public Scrutiny

In recent weeks there have been a number of events – mostly in the political…

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The Quantum Generation

This month, our trends breakfast featured an exploration of Generation Z, asking “What’s next for…

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The Ghost of Christmas Retail Future

Far from offering respite, Christmas has seen a continuation of the prevailing narrative around UK…

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The Autonomy Gap: Gen Y and Fears for the Future

Throughout 2018, the Trajectory Optimism Index has provided fascinating insight on consumer sentiment in the…

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Ethical Consumption in the UK: Emerging Behaviours in Advanced Economies

The market for ethical purchases such as free range, organic and fair trade products within…

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A Reason to be Cheerful: When Technology Works

Last Monday morning, Steven De Jongh fell off his bike. But he didn’t just fall…

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The Gender Optimism Gap

The first nine months of The Optimism Index have thrown up some interesting findings, but…

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Breaking the Mould: Changing Behaviours and Eliminating Plastics

This Monday as we approached our desks at Trajectory Towers there was a surprising new…

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