Home

Steers

It’s Not Inside It's On Top

Truth about Africa

The opportunity that Sub-Saharan Africa, or more specifically, countries in Sub-Saharan Africa offer is huge, but in order to capitalise on it, companies cannot simply follow their traditional approaches - they need to understand, appreciate and adapt to the continent. Africa is highly innovative and has been able to find solutions that meet the needs of people in a uniquely African way, and companies need to bring this spirit of "Kanju" into their own organisation, in order to succeed on the continent. The Truth about Africa uncovers fundamental myths about the continent, explores the different trends and influences that drive consumption and behaviour, and suggests strategic approaches to winning on the continent.

Truth about Youth

If Millennials are their own breed of mobile consumer, then the Snapchat-wielding Generation is surely a new species entirely. Our second “Truth About Youth” includes more than 30,000 interviews across the globe to explore the ever-changing landscape of youth culture and how marketers can engage this dynamic audience.

Truth about Shopping

In the last decade, we’ve seen a seismic shift in the way that marketers approach the retail category - big data and shopper marketing are starting to dominate the landscape. The Truth About Shopping aims to recapture the lost “art of shopping” at a time when the conversation has become increasingly scientific. Irrespective of which categories or markets, shopping is fundamentally determined by human behaviour. The study offers a rich human perspective on the role of shopping around the world today.

Truth about Wellness

The Truth About Wellness provides brands with strategies to navigate this emerging, yet incredibly broad concept. We have unpacked deep-rooted consumer behaviours and found where the opportunities (and perceived responsibilities) are for brands within the wider cultural lens. We interviewed 7,000 people worldwide to determine, among other things, what wellness means to them.

Truth about Moms

In marketing, we sometimes make the mistake of talking about moms in overly emotional terms. In truth, they are smart, economically savvy women who are leading technology usage, expertly trading in the currencies of advice and ideas, and realigning the values of the next generation. And yet communication aimed at moms can be riddled with clichés; genuine originality in this space is in short supply. The media discourse around moms often casts them as the victim and emphasises the stress, pressure, necessary compromises and occasional failings. Whilst the majority of moms would agree that being a mother brings considerable challenges, it is important to celebrate the successes and leadership of modern moms. Our research uncovered a global group of Smart Moms who are taking control of technology, arming themselves with information and becoming more comfortable with integrating the separate spheres of work, family and self. In the Truth About Moms we aimed to uncover some new ways of thinking about moms and inspire new ways of communicating with this powerful demographic.