Kantar Futures Blog

Category: marketing

Why context matters more than ever

advertising, marketing, research

Why context matters more than ever

J Walker Smith and David Bersoff write: We’ve just had a piece published in Admap where we argue that the challenge of context is the biggest challenge facing marketing –… Read More »

The limits to ethical business

consumers, innovation, marketing, social responsibility

The limits to ethical business

Eloise Keightley writes: Consumers may claim they want ethical brands – but what do they really mean? American evidence suggests that a desire to be ethical does not necessarily correlate… Read More »

What you don’t want for Christmas

consumers, economic downturn, marketing, retail

What you don’t want for Christmas

Oliver Wright writes: One of my seasonal ‘jokes’ goes that you can tell when Christmas is approaching by the adverts on TV. Thus, like many others I suppose, I am… Read More »

Boosterism

advertising, health, marketing

Boosterism

Sophie Stringer writes: Stepping through Waterloo Station on my way to work the other day a sprightly looking girl in luminous green leggings and a white t-shirt passed me a… Read More »

Hiding out in the coffee wars

advertising, brands, economic downturn, food, marketing

Hiding out in the coffee wars

Alex Steer writes: Starbucks hasn’t had it easy, at least for the past decade. But whether being attacked by Naomi Klein for alleged anti-competitiveness in No Logo in 2001, or… Read More »

Advertising or bust

advertising, economic downturn, marketing

Advertising or bust

Andrew Curry writes: I’ve been watching quite a lot of ITV4 this month, because of its Tour de France coverage, which means I’ve seen a lot of the current ad… Read More »

Avocados, ethics and supermarket histories

brands, economic downturn, food, marketing

Avocados, ethics and supermarket histories

Alex Steer writes: The avocado pear’s name is the product of selective memory. Our word for the South American vegetable comes originally from the Nahuatl word ahuacatl, which means ‘testicle’.… Read More »

Eight tips about segmentations

insight, marketing, methods

Eight tips about segmentations

Sarah King writes: At The Futures Company we do a lot of segmentation work, for organisations trying to get really new insight into their audiences – who they are, how… Read More »

When saying sorry doesn’t work

advertising, brands, marketing

When saying sorry doesn’t work

Andrew Curry writes: Suddenly, ‘sorry’ seems to be the easiest word, at least in London. Quite apart from politicians saying sorry, eventually, about their expenses, we’ve had Marks and Spencers… Read More »