Kantar Futures Blog

Category: brands

brands, consumers, economic downturn

The new world of less (2 of 2)

Walker Smith writes: In my earlier post, I wrote about the new world of less. A world in which possibilities look more constrained, incomes are tighter, and less seems smarter. In… Read More »

brands, Kantar Futures, marketing, social responsibility, sustainability

Brands, social good and the bottom line

Businesses that strive to be a “force for good” in society perform better than those that chase narrow, profit-maximising strategies.

brands, consumers, economics

The changing consumer mood

Andrew Curry writes: We’ve just launched our latest Consumer Outlook survey, of the UK and Ireland – the seventh since the financial crisis struck in 2008. There are a couple… Read More »

advertising, brands

Surfing brand characters

Louise Kennedy writes: Surf’s recent introduction of a foam-like brand character, ‘Surfy’, raises the question of whether brand characters are an important signpost for a brand’s identity or a juvenile… Read More »

advertising, beverages, brands, consumers, food, health

Coke’s obesity ads

Pen Stuart writes: Coke’s groundbreaking new consumer-facing campaign emphasizes the challenge of obesity, and how the company is helping to address it. This is one of the first times such a large… Read More »

brands, sustainability

Ten principles of sustainable branding

Louise Kennedy writes: I attended the recent Sustainable Brands Conference in London, which brought together brand marketers, strategists and sustainability experts to discuss the ways in which brands and businesses… Read More »


China’s top brands

Lloyd Burdett writes: The third annual BrandZ China report has just been published by Millward Brown, and has some interesting findings in it. China Mobile is still top, though showing signs… Read More »

brands, sustainability, Unilever

Understanding the Sustain Ability research

  Pen Stuart writes: On the 1st November The Futures Company helped Unilever launch its Sustain Ability challenge – tracking 12 families as they try to live more sustainably. The… Read More »

brands, sustainability, Uncategorized

Shaping sustainable brands

Louise Kennedy writes: The Futures Company is delighted to be a media partner for the Sustainable Brands Conference, which is being held in London on November 27th and 28th. As… Read More »